INDEPENDENT SWEDISH BAKERY, FABRIQUE, GAINS ROYAL SEAL OF APPROVAL AND OPENS NEW LOCATION ON HISTORIC LONDON STREET

  • Swedish brand Fabrique Bakery to launch newest branch in historic location between Piccadilly and Westminster

  • Fabrique’s London expansion follows the brand’s appointment as Purveyor to the Royal Court of Sweden 

  • Since launching in 2008, Fabrique has expanded from its home country into the UK and US

A Scandinavian artisan bakery brand that is a firm favourite with Swedish royalty is set to continue its international expansion with a new London location.

Fabrique Bakery, which was originally established in Stockholm and recently named as Purveyor to the Royal Court of Sweden, has announced plans to open a new site in Denman Street, Soho.

Nestled between Piccadilly and Westminster, the new location will serve Fabrique’s signature bakes to Londoners, who have been enjoying the brand’s sourdough bread and popular cardamom buns since 2012 at its various sites across the capital.

Founded by David and Charlotta Zetterström in Stockholm in 2008, Fabrique specialises in artisanal baked goods that are handmade and prepared in a stone oven. With no external investment, the business has grown organically over the past 16 years and expanded into both the UK and US.

The team at Fabrique bake everything by hand, using natural ingredients from local producers and have a total of 30 shops, including 22 cafés in Stockholm, six – soon to be seven – in London, and two in New York.

In London, their cinnamon and cardamom buns quickly became a success, along with the sourdough bread. Another favourite is the Danish rye. On a typical fall day, Londoners buy thousands of fresh baked buns – often with a coffee made from Fabrique’s own beans.

The artisan bakery is one of two Swedish companies appointed as the new Purveyor to the Royal Court of Sweden in 2024, a royal warrant that is only granted to companies that supply goods or services to the Royal Family.

Fabrique co-founders Lotta & David Zetterstrom – photography credit: Fabrique

The prestigious award is evidence of satisfaction, and is usually granted after a long period of service. The Swedish King Carl XVI Gustaf considers that recipients of this personal and rare honour “represent a tradition of craftwork and industry of which I frequently have reason to be proud”.

Lotta Zetterström, founder and owner of Fabrique, said: “Purveyor to the Royal Court of Sweden is an unusual honour. It’s a confirmation that our commitment to quality and craftsmanship is appreciated. It is with joy and pride that we now display the diploma in our shops in London, where we daily offer Londoners Swedish fika.”

“Our new London shop is located on a quiet street with both Piccadilly and Westminster just a few steps away—it’s a historic location. We will be serving, among other things, the city’s absolute favourite bun: the Swedish cardamom bun!”