Donutelier finds sweet spot on Carnaby Street

Donutelier, the boutique bakery specialising in handmade doughnuts and pastries, is set to open a new site on London’s Carnaby Street later this year.

Spanning 1,300 sq ft, the store at 50 Carnaby Street will look to form a natural gateway from the famous shopping street into the dining hub at Kingly Court.

Opening within the coming months, the bakery looks to put a modern twist on classic French patisserie whilst retaining a sense of tradition. Doughnut flavours such as Dulcey Pecan, Black Forest, and Vanilla Cookie Cream will be available at the Carnaby Street store alongside a range of croissants and Danish pastries.

The signing of Donutelier introduces a food and beverage offer into the heart of Carnaby Street, designed to complement the destination’s surrounding retailers.

Michelle McGrath, executive director at landlord Shaftesbury Capital, said: “F&B plays an important role in the shopping experience our visitors are looking for. Given Carnaby Street’s prominence as a retail hotspot, it’s a good fit to introduce a boutique, patisserie-inspired operation to the centre of the street, reflecting consumer demand. It will provide the opportunity for a stop-and-pause moment for visitors, and reinforces Soho’s position as a fantastic mixed-use destination, which is continuing to evolve. We chose 50 Carnaby Street for this change as it’s a gateway site into Kingly Court, somewhere Donutelier will naturally slot into, signposting the transition from retail into hospitality.”

Théa Marks, chief operating officer at Donutelier, added: “Donutelier’s new opening on Carnaby Street is a very exciting move for us and we are delighted to be joining the heart of the renowned high street. Shaftesbury Capital has been supportive of our growth, and with our growing presence and unique offer, we feel that we can stand out in the market and match the demand of this fantastic location.”

This announcement follows a large number of food and beverage brands joining Shaftesbury Capital’s Soho estate, including Goldies, the French bistro operator now in Kingly Court; The Counter, a contemporary Aegean concept at 15-16 Kingly Street; The Little Violet Door at 9 Kingly Street; and noodle bar Liu Xiamomian in Kingly Court, its first-ever permanent bricks-and-mortar location.

A number of retailers are also set to open within Shaftesbury Capital’s portfolio in the coming months, such as PANGAIA, which will debut at 57 Carnaby Street, and Carhartt WIP, which will relocate and upsize at 33-35 Brewer Street.