Arôme Bakery: A fresh addition to Chinatown London

Shaftesbury Capital has announced that Arôme Bakery has signed at Chinatown London, at 92 Shaftesbury Avenue, the c.900 sq ft concept joining Chinatown in the spring.

The café will be led by co-founders Alix Andre, the creative force behind its signature bakes, and restaurateur Ellen Chew who also operates Chinatown restaurants such as Singapulah and Rasa Sayang, the latter just around the corner from the new Arôme Bakery. Bringing Arôme’s next chapter to the heart of the West End, this latest location will focus on grab-and-go, serving a selection of the concept’s favourite bakes and, for the first time, seasonal soft serve.

The menu combines traditional French pastry craft with innovative East Asian flavours, adding a point of difference to Chinatown London. The destination has become famous for its growing dessert, tearoom, and café culture, which reflects drinking and dining trends in East and Southeast Asia (ESEA), with Arôme joining the likes of Mamasons, Bun House, Chinatown Bakery, Sakurado, and Mrs Bakery.

Emma Matus, Head of Restaurant Leasing at Shaftesbury Capital, commented: “Ellen Chew has a deep understanding of Chinatown London, with Rasa Sayang and nearby Singapulah going from strength to strength, so it’s great for us to be partnering with her again, alongside Alix Andre. 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.”

Ellen Chew, Co-Founder of Arôme Bakery, added: “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. It is a hub for ESEA 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.”