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Ole & Steen opens flagship store in London’s West End

Danish bakery Ole & Steen has opened a flagship store on Charing Cross Road, London.

The 3,000 sq ft bakery is in the corner unit of Central Cross Shaftesbury’s £15m, 48,000 sq ft mixed-use development at the heart of London’s West End.

Spread over two floors the new bakery has space for 63 covers. Menu items include Ole & Steen’s signature Danish pastries, such as the Cinnamon Socials, alongside an all-day menu featuring Danish skyr and bircher muesli pots for breakfast and open rye bread sandwiches and focaccias for lunch. Hot drinks, beer and wine are also available.

The new store is the bakery brand’s ninth site in the capital since coming to the UK in 2016. It also has a site in Oxford.

“It’s a really fantastic opportunity for us to open our latest store at Central Cross on Charing Cross Road.  Being situated right in the heart of the West End was a huge draw for us, and the location benefits from its connections and multi-cultural, engaged audience,” said Camilla Hansen, head of openings at Ole & Steen.

Julia Wilkinson, head of group restaurant strategy at Shaftesbury, added: “We are delighted to welcome Ole & Steen’s flagship to this prime location, which connects theatreland and Soho to Covent Garden.  The Scandinavian brand complements the area’s diverse food and beverage offering, and highlights Shaftesbury’s ongoing commitment to creating destinations that excite the senses and inspire discovery in London’s West End.”

British Baker subscribers can read more about Ole & Steen's growth in the UK here.


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