Shona Mackay
New Store Opening Soho! October 2023

London, we’re back in Soho!


On 18th October 2023, we officially landed back in Soho, London. The latest space for our American-style bakery serves our signature bakes such as our iconic Red Velvet Cakes and Cupcakes, our viral Number Sprinkle Cakes, Birthday Cakes, Cookies, Red Velvet Soft-Serve and exciting new exclusive treats.


To celebrate our return to Wardour Street in Soho, we’ve launched brand new creations; Black Bottom Frosted Cookies and customisable Cupcake Cups that allow you to tailor cupcakes to your heart's content. 


The brand new Soho bakery continues to embrace our American heritage with modern and sleek design. Our signature Hummingbird Pink is complemented by touches of gold, marble countertops, wooden floors and neutral walls. This exciting addition to our bakeries in London is also home to a Create Your Own Station where visitors can customise their treats and Celebration Cakes with our team of expert bakers and cake decorators. 


To celebrate our return to Soho, London, all our other bakeries in Spitalfields, Victoria, Portobello Road, South Kensington and St John’s Wood will offer our Affogato menu with a new flavour - S’morogato! This indulgent dessert features our signature Red Velvet Soft Serve gently melting over your choice of coffee or hot chocolate with marshmallows and cookie crunch on top.


On launch day, we were joined by our musical Bakershop Quartet and charity partner Terrence Higgins Trust as well as influential foodies, press and VIPs.


More about the bakery

Where is it? 118 Wardour Street, Soho, London, W1F 0TU

Opening Hours: Monday-Saturday 9:30am - 7pm

     Sunday 10:30am - 5pm 

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