The bakery, which already operates sites in Covent Garden and Marylebone, has signed on a 900sq ft site on Shaftesbury Avenue in Chinatown.
Arôme Bakery was founded by pâtissier Alix Andre and restaurateur Ellen Chew who also operates Chinatown restaurants Singapulah and Rasa Sayang.
Its menu combines traditional French pastry with east Asian flavours, with baked goods available that include shokupan; and its signature honey butter toast; as well as French creations such as pistachio chocolate escargot; pain au chocolat; and vanilla chocolate brioche.
“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,” says Chew.
“It is a hub for ESEA (East and Southeast Asia) 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.”
Opening in the spring, Arôme Bakery will join the likes of Mamasons, Bun House, Chinatown Bakery, Sakurado, and Mrs Bakery at its Chinatown location.
“Ellen Chew has a deep understanding of Chinatown London... so it’s great for us to be partnering with her again, alongside Alix Andre,” adds Emma Matus, head of restaurant leasing at Shaftesbury Capital.
“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.”