Artisan bakery says 'Bonjour' to central London with first bricks and mortar patisserie

An artisan bakery has chosen an ‘iconic’ central London location for its first bricks and mortar site.

Longmartin Properties Ltd, a joint venture between Shaftesbury and the Mercers’ Company, has announced that bakery specialist Arôme has signed for a new unit at The Yards in Covent Garden.

Created by pâtissier Alix Andre and backed by restaurateur Ellen Chew’s ‘Chew on This’ group, Arôme specialises in traditional French baking techniques combined with the exploration of Asian flavours.

The firm has signed for a 2,000 sq ft store at 9 Mercer Street, with the site set to open next month.

Ellen Chew, co-founder for Arôme, commented: “This latest deal marks a huge milestone for Arôme. Following our pop-up store in Soho, we have put a lot of consideration into finding the perfect location for our first ever bricks and mortar bakery.

“Being based in central London, The Yards Covent Garden is such a desirable area of the West End for foodies.

“We have tried and tested our brand meticulously and there is no doubt Arôme will be a huge hit in Covent Garden.”

Commenting on behalf of Longmartin Properties Ltd, Simon Taylor, property director at the Mercers’ Company, added: “Arôme is a unique concept and its commitment to its cultural heritage creates a one-of-a-kind offer that will fit in seamlessly among our popular multicultural eateries.

“We are pleased Arôme selected The Yards for its first permanent location and this signing highlights our continued investment and dedication to bringing innovative and exciting brands to the area, creating a dynamic all-day food and beverage hub to be explored by all.”