The power of Arome: French Bakery signs for its first bricks and mortar site within the yards

Longmartin Properties Ltd, a joint venture between Shaftesbury and the Mercers’ Company, has announced that artisan bakery, Arôme, has selected The Yards, Covent Garden,  for its first permanent bricks and mortar site following its successful pop-up in Soho earlier this year.

Created by pâtissier Alix Andre and backed by restauranteur Ellen Chew’s ‘Chew on This’ group, Arôme has signed for a 2,000 sq ft store at 9 Mercer street and will bring its traditional French baking techniques to Covent Garden in November.  Arôme’s debut will exude style and present a minimalistic feel. Inspired from a classic Asian room of simplicity and functionality, its interior is lined with wooden panels and washed with warm light, Arôme harbours a moment of respite from the hectic city bustle.  Large glass panels also give passers-by and customers a visual treat of the craft that goes on behind the kitchen. 

Firmly embedded in French Patisserie, Arôme’s menu celebrates traditional methods whilst exploring multicultural flavours from Singapore, Japan and France, to create a fascinating array of dishes. The menu includes dishes such as the Gula Melaka Coconut Bun, Laksa Tomato Bread and a selection of well-loved pastries, bread and desserts. 

Commenting on behalf of Longmartin Properties Ltd, Simon Taylor, Property Director at the Mercers’ Company, said: “Arôme is a  unique concept and its commitment to its cultural heritage creates a one-of-a-kind offer that will fit in seamlessly among our popular multicultural eateries. We are pleased Arôme selected The Yards for its first permanent location and this signing highlights our continued investment and dedication to bringing innovative and exciting brands to the area, creating a dynamic all-day food and beverage hub to be explored by all.” 

Ellen Chew, Co-Founder, Arôme, added: “This latest deal marks a huge milestone for Arôme. Following our pop-up store in Soho, we have put a lot of consideration into finding the perfect location for our first ever bricks and mortar bakery. Being based in central London, The Yards Covent Garden is such a desirable area of the West End for foodies. We have tried and tested our brand meticulously and there is no doubt Arôme will be a huge hit in Covent Garden.” 

This news follows the reveal of a series of striking art installations throughout The Yards, marking the launch of a new campaign, The Yards & The Bees, welcoming back visitors to Covent Garden.

Since reopening in June, The Yards has maintained its commitment to creating a destination that is a safe place for visitors and employees alike. Carefully implemented social distancing measures and accompanying signage will remain in operation, and Arôme, like all businesses in The Yards, will adhere to the most up to date government guidelines. 

CBRE is the asset manager on behalf of Longmartin Properties and Colliers acted for The Yards. Arôme represented themselves.