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La Maritxu, the Basque cheesecake operator, has signed for its second London location on Soho’s Kingly Street.
La Maritxu will open a 271 sq ft café at 10 Kingly Street, adjacent to the entrance of Soho’s renowned food hub Kingly Court. The café specialises in Basque cheesecakes, originating from San Sebastian, which are baked at a high temperature to produce a caramelised exterior and a creamy centre.
Founded in 2021, La Maritxu was built on its Basque heritage, using original family recipes to create a distinctive and quality product. The store will serve its simple menu of single slices, as well as 8” and 10” cakes, alongside coffee and brand merchandise, including aprons and utensils.
La Maritxu Soho is due to open later this month, joining a raft of recent operators arriving in the neighbourhood, including The Little Violet Door at 9 Kingly Street, The Counter at 15-16 Kingly Street, as well as Liu Xiaomian and a refurbished OKA in Kingly Court.
Also due to launch later this year is Donutelier on Carnaby Street which, like La Maritxu, will add a grab-and-go option at a gateway to Kingly Court.
Lucia Larragoiti Fisher, founder at La Maritxu, said: “Our passion has always been focused on delivering a genuine and authentic Basque product, and this site provides an amazing opportunity to take La Maritxu’s brand story further, as we continue to build our presence in London, alongside the iconic Carnaby Street.
“We’ve nurtured a strong following across social media since opening our first location and are ready to replicate this success within Soho. It’s the go-to place for hospitality; it’s got quality names, high footfall, and a world-famous reputation, and we are excited to bring a taste of the Basque Country to this thriving destination.”
