Majestic owned Vagabond Wines opens flagship Soho venue
Majestic owned Vagabond Wines has opened a new site in London’s Soho.
Situated in Ganton Street, the 6,000 square location is the brand’s largest bar to-date and forms part of its push to “redefine modern hospitality” by harnessing WSET-qualified staff, cutting-edge technology and app-driven experiences to attract younger, digitally savvy generation of wine lovers.
Subscribe to TRBUsing self pour taps, customers can explore Vagabond’s selection of 140 different wines by the glass, including some produced five miles away at its Urban Winery in Canada Water.
Vagabond is also investing in its multichannel capabilities through the a new smartphone app, digital wine flights and a transactional website.
Majestic acquired Vagabond out of administration in 2024.
John Colley, chief executive of Majestic Wine Group, said: “We are delighted to be supporting Vagabond’s growth alongside the team at Fortress Investment Group. Today’s launch in a prime Soho location underscores our long-term strategy to scale Vagabond’s unique concept across the UK, and welcome a new generation of curious and adventurous wine drinkers into the Majestic Wine Group.
“I truly believe that Vagabond’s blend of eclectic wines, unique guest experience and cutting-edge technology is the future of wine hospitality in the UK and we are fully committed to growing the brand in other major towns and cities outside of London in the coming years.”
Emma Matus, head of restaurant leasing at Shaftesbury Capital, said: “Vagabond’s experiential concept is an ideal match for Soho, appealing to our broad demographic of visitors and perfectly complementing our dynamic, ever-evolving food and drink scene. Like its fellow wine bars in Soho, Vagabond delivers a unique, interactive experience that suits the West End right down to the ground.”
The opening follows the launch of Vagabond bars in St Paul’s and Liverpool Street last autumn. The brand will also be returning to Canary Wharf later this summer as it accelerates its expansion plans.
