St John Bakery’s first permanent standalone retail site is set to open on 21 September in Neal’s Yard.
The opening, which follows pop ups in Bermondsey and Old Street, will sell the breads and raisin loaves which have driven customers to the temporary sites, as well as pastries and sourdoughs.
St John Wines will also be available at the site pending the approval of an off licence. A second site is expected to follow later this year.
It will mark Fergus Henderson’s third site in London under the St John banner, alongside his world famous Smithfield restaurant and Bread and Wine on Commercial Street.
The bakery is looking to complement the atmosphere of the area, recommending on its website that customers “pick up your Eccles cakes, then pop around the corner to our long-time friend Neal’s Yard Dairy for that accompanying Lancashire Cheese” as well as grabbing “sourdough for your morning toast, then over the road to Monmouth Coffee for your cafetiere”.
Meanwhile, the chef has designed T-shirts featuring the site’s trademark doughnuts, which he will sign from 12-3pm on the bakery’s opening day.
Henderson said: “Having lived in Covent Garden for many, many years I have fond memories of Neal’s Yard when it contained an old-fashioned bakery as part of the community.
“Bread spells potential: a happy loaf speaks of lunch and conviviality. It is important to us to bring back the fundamental service of potential-giving loaves to an area that we love.
“And doughnuts? Doughnuts mean joy! We are providers of potential and joy. That’s a good start”.