Shaftesbury Capital brings Arôme Bakery to Chinatown London
Shaftesbury Capital has signed an agreement with Arôme Bakery that will see the operator join its Chinatown London estate.
The concept will take a 900 sq ft space at 92 Shaftesbury Avenue, serving a selection of bakes and seasonal soft serve, with a menu that looks to combine traditional French pastry craft with East Asian flavours.
The café will be led by co-founders Alix Andre and restaurateur Ellen Chew – who also operates Chinatown restaurants such as Singapulah and Rasa Sayang.
Arôme Bakery will join a number of food and beverage operators within Chinatown London including Mamasons, Bun House, Chinatown Bakery, Sakurado, and Mrs Bakery.
Emma Matus, head of restaurant leasing at Shaftesbury Capital, said: “Ellen Chew has a deep understanding of Chinatown London, with Rasa Sayang and nearby Singapulah going from strength to strength, so it’s great for us to be partnering with her again, alongside Alix Andre. Arôme Bakery has a unique offer and product, which is a recipe for success in a place that already has a curious and well-informed customer base, with respect for the flavours of the ESEA region.”
Ellen Chew, co-founder of Arôme Bakery, added: “Our relationship with Shaftesbury Capital is one that has proven incredibly rewarding, working with them now for more than 18 years, so it felt right that we select Chinatown London for Arôme. It is a hub for ESEA culture, and whether we are welcoming tourists, residents, or office workers, we know that the people who come to this part of the West End are seeking exactly what we’re offering – authenticity enhanced through innovation.”
This signing follows the recent news that Ning’s Fresh Beef Hotpot and Sushinoya have launched within the neighbourhood, at 18 Rupert Street and 62 Shaftesbury Avenue, respectively.