7 December 2021 – Selfridges adds a new bakery destination to its London Foodhall with an offer of delicious fresh pastries and bread baked everyday in store, alongside specially selected items from London’s best bakeries. The new bakery is three times bigger than the previous offer and located next to Selfridges Pop Up Kitchen and the Little Moons’ Pic ’n’ Mix counter.

The curated bakery offer will include the very best from St John’s Bakery (The City), Sally Clarke (Notting Hill) and Karaway (Borough Market.) Selfridges will also have exclusive pastries from Insta-hit Criss Cross (Soho) and in January, the space will welcome colourful doughnuts from Urban Legend.

The new bakery will be the perfect spot to pick something up for breakfast with the space open from 8am Monday – Sunday. As well delicious freshly baked pastries, The Bakery will be stacked high with cinnamon sugar pretzels and cardamon buns. For those looking for a pick-me-up, customers will also be able to order freshly roasted coffee from neighbouring coffee destination, The Roasting Plant. For lunch, there will be wedges of golden focaccia, grilled cheese croissants and artisan sausage rolls.


The Soho based Instagram sensation Criss Cross are brainchild of Roberto Guzzi (Novikov) and Boris Kofman (Mnky Hse.) Their elevated sweet and savoury croissants are as delicious as they are photogenic.

Available from Selfridges Bakery: Strawberry Dream, Black Yuzu Meringue, Pecan Vanilla, Peanut Nutter Banoffee, Chocolate Raspberry (vegan), Whisky Salmon, Beef Pastrami, Croque Monsieur.


Founded by Fergus Henderson and Trevor Gulliver, St John opened in Smithfield in 1994. Having supplied customers and restaurants across the city with their incomparable sourdough loaves, in 2010 they went onto launch the dedicated St

JOHN Bakery in Bermondsey. 

Available from Selfridges Bakery: St John’s Sourdough, Raisin Loaf, Soda Bread, Doughnuts.


Cordon Blue alum Sally Clarke launched her wholesale bakery in 1989 to meet the growing demand for their top-quality, hand-shaped artisan breads, Viennoiserie and patisserie, which continue to be served their restaurant and shops in West London today.

Available from Selfridges Bakery: Viennoiserie, All-Butter Brioche, Gruyere. Mushrooms & Spinach Quiche, Sausage Rolls, Bakewell Tart, Chocolate & Salted Caramel Tart.


Co-founders David and Itse combined their passion for baking with doing good, to create a bakery brand on a mission to support and employ people most in need. Through their partnership with charity Street Cafe, every bun purchased helps in supporting a rough sleeper in getting back on their feet.

After starting up their bakery mid-lockdown in 2020 with their student savings, the young London based duo launched their delicious cinnamon buns in Selfridges stores in summer 2021, with a range of mouth-watering flavours on offer.

Available from Selfridges Bakery: Very Berry Cinnamon Bun, Classic Cinnamon Bun, Salted Caramel & Pecan Cinnamon Bun, Cookies & Cream Cinnamon Bun, Lotus Biscoff Cinnamon Bun.

Family-run, award-winning bakery Karaway, have over 150 years of combined baking experience and with origins in Baltic and Russian baking they create a rye bread like not other. Their recipes have been handed down from generation to generation and we only use natural, high quality ingredients and traditional long fermentation methods. 

Available from Selfridges Bakery: Dark Rye with nuts & raisins, Grandmother’s Loaf (light rye with caraway seeds), Cinnamon, walnut & raisin brioche.

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SELFIRGDES – House of Cinn

Jodi Hinds Food Photographer London

Jodi Hinds Food Photographer London


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