A premises licence application and recruitment advert point to a spring 2027 launch at The M Building at 334 Oxford Street, the upcoming mixed-use development that incorporates part of the former Debenhams department store.
La Nouvelle Garde is understood to have taken the larger 6,391 sq ft ‘flagship’ restaurant unit.
The group is currently recruiting a general manager for what the advert describes as its “second London opening”, with further UK restaurants already planned.
Founded by Charles Perez and Victor Dubillotin in Paris in 2019, La Nouvelle Garde operates nine brasseries across France.
Brasserie Olivia opened in the former Côte site on Sloane Square and was the group’s first restaurant outside France.
Designed by B3 Designers, the restaurant features a ‘speakeasy-style’ bar with a 1970s aesthetic, oak panelling and antique objects, with guests invited to select music to play on its turntables.
It serves what the group describes as ‘resolutely homemade’ French cooking using locally sourced produce. Dishes include bavette of beef, blanquette de veau, country terrine, truffled saucisson, tarte tatin and profiteroles.
“We established La Nouvelle Garde for one reason: to preserve the French art de vivre and bring a new golden age to the traditional brasseries everyone is used to,” Perez said ahead of the opening of Brasserie Olivia.
Speaking to Restaurant ahead of the launch of their Chelsea site, Perez said that a single UK site would not be profitable and that more would likely follow.