Fred Bakery has officially opened its second London location in the heart of Oxford Circus, following the success of its flagship bakery in Holborn.
Founded in 2021, Fred Bakery brings a modern, refined approach to London’s artisanal bakery scene. Known for its thoughtfully crafted breads, pastries, sandwiches, and drinks, the brand combines quality-led baking with a minimalist, contemporary aesthetic. Signature menu highlights include cinnamon rolls, apple crumble Danish, and triple chocolate hazelnut pastries, alongside sourdough, ciabatta, and baguettes baked fresh in-house daily.
The menu also features a selection of elevated sandwiches and lunch dishes, including Parma ham ciabatta, ham & cheese suisse, mozzarella ciabatta, and mortadella panini. Guests can also enjoy focaccia pizzas topped with stracciatella, artichoke and mortadella, or burrata with fresh and sun-dried tomatoes. With its warm, relaxed, and accessible atmosphere, Fred Bakery aims to become a standout destination for both Londoners and visitors alike.
The new Oxford Circus site spans two levels, offering seating across both floors and catering to everything from quick grab-and-go visits to longer, more leisurely stays. The interiors were designed by architect Lucas Che Tizard of Red Deer, reflecting Fred’s signature minimalist aesthetic through clean lines, off-white and neutral tones, and natural textures that create a calm, modern, and welcoming space.
Alongside Fred’s signature sweet and savoury bakes, the bakery serves seasonal hot drinks and coffee in partnership with Julius Meinl. Guests can also shop the full range of Fred merchandise in-store, including tote bags, T-shirts, mugs, and the brand’s signature candle.
The name “Fred” reflects the bakery’s origins, formed from the first two letters of Fresh and the final letter of Baked. What began as a small neighbourhood bakery sharing handmade goods with locals has grown into a brand rooted in community, craftsmanship, and seasonality. Fred Bakery remains committed to using high-quality ingredients and celebrating each season through its creations.
Fred Bakery was co-founded by Burak Demirelli, experienced restaurateur and hospitality entrepreneur behind Faros London and Lokal restaurant. With a continued focus on quality and craft, Fred Bakery offers a fresh perspective within London’s evolving food landscape.
For further information, please email fredbakery@wearememo.com
