Arôme to launch first bricks-and-mortar site
Artisan bakery Arôme has chosen Covent Garden’s The Yards as the location for its first permanent bricks-and- mortar store following the launch of a pop-up in Soho earlier this year.
The business has signed for a 2,000 square foot space at 9 Mercer street which will be designed to have a stylish and minimalist feel.
Created by pâtissier Alix Andre and backed by restauranteur Ellen Chew’s ‘Chew on This’ group, Arôme uses traditional French baking techniques whilst exploring multicultural flavours from Singapore, Japan and France. The store will sell signature dishes such as its Gula Melaka Coconut Bun and Laksa Tomato Bread, as well as a selection of pastries, bread and desserts.
The new store will open in November.
Chow said: “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.”
Since reopening following the Covid-19 lockdown, The Yards has focused on maintaining a safe enviroment for visitors. It has also launched a new campaign called The Yards & The Bees to welcome shoppers back to Covent Garden.
Commenting on behalf of Longmartin Properties, Simon Taylor, property director at the Mercers’ Company, said: “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.”
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