The brand, which was founded by Dan Martensen in Primrose Hill in 2023, will open in a site on Hampstead High Street this August.
It will offer It’s Bagels grab-and-go ready filled bagels as well as favourite fillings such as The Works – cream cheese, lox, capers, onion, lemon, seasonal tomato; and BEC – bacon, egg, cheese.
“Hampstead felt like a very natural fit for us. It’s one of those rare places that feels genuinely special, with a real sense of community, incredible architecture, families everywhere, and the Heath right on the doorstep. We’ve always preferred neighbourhoods over locations that simply look good on a spreadsheet,”says Martensen.
“What excites us most is becoming part of the community. We want to be the place people stop before a walk on the Heath, before school drop-off, or before a picnic on a sunny weekend. The goal is for people to feel like we’ve always been here.
“There’s also not a huge amount of elevated grab-and-go food in the area, and that’s where we think we can bring something different. Freshly baked bagels, made by hand every day, that fit perfectly into the rhythm of life in Hampstead.”