The new 6,000sq ft venue represents a major investment in the West End and forms part of a multi-million pound commitment from Majestic Wine Group, backed by Fortress Investment Group.
The venue will feature Vagabond’s self-pour experience with over 120 wines by the glass on offer, including a range produced at Vagabond’s recently opened urban winery in Canada Water, which it says is the UK’s largest urban winery.
The new site will feature staircases lined with traditional riddling racks, a private dining room set among stainless steel tanks, and a curved central bar, with the space designed with group bookings, private events, and hosted tastings in mind.
The expansion also reflects a broader strategy to grow a younger, digitally engaged customer base through Vagabond’s integrated app and in-bar technology.
“Soho has always been a place that challenges convention, and that is exactly what we are here to do with wine,” says Christobell Giles, managing director at Vagabond Wines.
“For too long, wine in central London has been something that happens to you — a short list, a quick decision, and very little sense of discovery. We are turning that on its head.
“At the Ganton Street location, you can explore over 120 wines at your own pace, try things you would never normally order, and build your own experience, whether that is a single glass or a full flight. It is about removing the barriers and putting the guest back in control.
“Everything in the space has been designed to support that. It is immersive, it is social, and above all it is about making wine more engaging and more enjoyable for everyone.”
The future of wine
The Soho opening builds on the success of Vagabond’s Urban Winery in Canada Water and recent openings in St. Paul’s and Liverpool Street and forms part of a wider strategy focused on high-profile, experience-led locations in key UK cities.
John Colley, CEO of Majestic Wine Group, says: “Vagabond is central to our vision for the future of wine, and we have made a significant multi-million pound investment in the brand to support its growth.
“Together with Fortress, we are backing a long-term strategy to scale Vagabond across the UK, combining standout physical locations with an integrated technology platform that allows us to build deeper, more direct relationships with a new generation of wine drinkers.
“Soho is a powerful expression of that vision - a flagship site designed not just to perform, but to acquire and engage the next wave of customers for the group.”
Vagabond was established in 2010 in Fulham and currently operates 12 locations in London and Birmingham.
Emma Matus, head of restaurant leasing at Shaftesbury Capital, adds: “Vagabond’s experiential concept is an ideal match for Soho, appealing to our broad demographic of visitors and perfectly complementing our dynamic, ever-evolving food and drink scene.
“Like its fellow wine bars in Soho, Vagabond delivers a unique, interactive experience that suits the West End right down to the ground.”