La Maritxu will open a 271sq ft café at 10 Kingly Street, adjacent to the entrance of Soho food hub Kingly Court.
The brand specialises in Basque cheesecakes, originating from San Sebastian, which are baked at a high temperature to produce a caramelised exterior and a rich, creamy centre.
The site will serve its simple menu of single slices, as well as 8 inch and 10 inch cakes, alongside a range of coffee and brand merchandise, including aprons and utensils.
La Maritxu was founded in 2021 by a Basque family of three sisters – Maria, Almudena, and Lucia. Maria was the first one in the venture, which is where the brand gets its name, and was continued in London by Lucia.
“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,” says Lucia Larragoiti Fisher.
“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.”
The brand’s debut London site is located in Marylebone.
La Maritxu Soho joins a number of operators recently arriving within Shaftesbury Capital’s estate, including The Little Violet Door, The Counter, and Goldies, the concept from the team behind French restaurant Blanchette.
Also due to launch later this year on Carnaby Street is Donutelier.