Majestic owned Vagabond to open flagship Soho site
Majestic owned Vagabond Wines is to open a new flagship wine bar this summer at Ganton Street in London’s West End.
The 6,000 square foot space in Soho is part of a multi-million pound commitment from Majestic Wine Group and Fortress Investment Group to scale Vagabond as a “category-defining” hospitality brand.
Subscribe to TRBDesigned as a premium wine exploration space, the venue will combine winemaking-inspired design with
Vagabond’s signature self-pour experience. Customers will be able to choose from over 120 wines by the glass, including a range produced at Vagabond’s Urban Winery in London’s Canada Water.
Majestic acquired Vagabond Wines out of administration in 2024. Its strategy for the brand also includes plans to grow a younger, digitally engaged customer base through Vagabond’s integrated app and in-bar technology.
Christobell Giles, managing director of Vagabond Wines, said: “Soho has always been a place that challenges convention, and that is exactly what we are here to do with wine.
“For too long, wine in central London has been something that happens to you – a short list, a quick decision, and very little sense of discovery. We are turning that on its head.
“At the Ganton Street location, you can explore over 120 wines at your own pace, try things you would never
normally order, and build your own experience, whether that is a single glass or a full flight. It is about removing the barriers and putting the guest back in control.”
Last year, Vagabond launched a new direct-to-consumer platform where customers can order wines for nationwide next day delivery.
