STORY: French artisan bakery buys first bricks and mortar site

Artisan bakery Arôme has selected The Yards, Covent Garden, in London for its first permanent bricks and mortar site, following its successful pop-up in Soho earlier this year.

Created by pâtissier Alix Andre and backed by restauranteur Ellen Chew’s ‘Chew on This’ group, Arôme has signed for a 2,000 sq ft store at 9 Mercer street and will bring its traditional French baking techniques to Covent Garden in November. 

Arôme’s debut will exude style and present a minimalistic feel. Inspired from a classic Asian room of simplicity and functionality, its interior is lined with wooden panels and washed with warm light, Arôme harbours a moment of respite from the hectic city bustle.  Large glass panels also give passers-by and customers a visual treat of the craft that goes on behind the kitchen.

Firmly embedded in French Patisserie, Arôme’s menu celebrates traditional methods whilst exploring multicultural flavours from Singapore, Japan and France, to create a fascinating array of dishes. The menu includes dishes such as the Gula Melaka Coconut Bun, Laksa Tomato Bread and a selection of well-loved pastries, bread and desserts.

Ellen Chew, co-founder of Arôme, said: “This latest deal marks a huge milestone for Arôme. 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.”

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