Innovative new pastries and Nutcracker-inspired festive bakes set to headline the expansion
London’s most luxurious and creative bakery brand, Donutelier, has announced plans to open two new stores this year, building on the momentum of its Carnaby Street opening in 2024. The expansion will see Donutelier bring its signature theatrical approach to donuts to two of London’s busiest districts: The Strand and Oxford Street.
Opening during November, The Strand site will become Donutelier’s corporate flagship. Spanning 112sqm and featuring on site bakery kitchens, the new boutique is designed to serve the area’s local community as a morning coffee and breakfast spot, similarly for the professional community and commuters, as well as a stylish meeting destination and a go-to for premium gifting.
By bringing a fun, aesthetic-led brand into one of London’s most traditional corporate districts, Donutelier aims to modernise the street and create a vibrant new central hub for both office workers and donut lovers alike. To enhance the offering for commuters and locals, Donutelier will launch a range of innovative new pastries alongside the opening of the store.
Opening in December, Oxford Street will host Donutelier’s most festive site yet. At 82sqm, it is the smallest store in the portfolio but also one of the most striking, with their famous “decoration theatre” this time fully visible from both inside and outside the store, designed to bring the brand’s artistry to life at the heart of London’s busiest shopping district.
Launching with its limited-edition Christmas collection inspired by The Nutcracker, a dramatic digital screen visible from the exterior, and a kiosk point for speedy treats, the fully immersive space combines convenience with Donutelier’s signature sense of spectacle. Customers can enjoy seating within a beautifully designed setting, while still experiencing the theatre of fresh decoration and the mesmerising Donut and Pastry Collection. Positioned as a highly visual, shareable destination, Oxford Street is set to become a festive must-visit for Londoners and tourists alike.
Théa Marks, C.O.O at Donutelier, said: “Our Charing Cross and Carnaby stores prove there’s an appetite in London for a bakery brand that goes beyond food to create a full sensory experience. With The Strand and Oxford Street, we’re not just opening new stores, we’re creating destination-led spaces where theatre, creativity and craftsmanship collide.
Each site has its own personality, designed to resonate with the communities around it, while reinforcing Donutelier’s place as London’s most luxurious and creative bakery brand. Customers can also expect to see a new menu with innovative pastries, particularly for breakfast and maybe even the very first savoury items from Donutelier.”
Jack Purr, Leasing Manager at Derwent, said: “We’re delighted to welcome Donutelier to the Derwent London portfolio. Their arrival will further enhance the vibrancy of the parade, and we look forward to building a successful partnership together.”
These two planned openings form part of Donutelier’s wider strategy to cement its position as a leading destination bakery in London. Alongside distinctive launch activations, the brand will drive awareness through influencer collaborations, high-quality visual content, and targeted corporate and consumer outreach.
