Today, Sloane Stanley has announced that the chic bakery brand founded by award winning cake designer, Peggy Porschen, is due to open their new flagship 2,400 sq ft Parlour located at 219 King’s Road in Chelsea early next year.
Inside the instagrammable pink façade, adorned with floral installations which change with the seasons, there will be a full menu of cakes, cupcakes, and confectionary, hand-made by the award-winning pastry chef team. The new opening will also mark the brand’s first foray into an ‘all day indulgence’ concept, to include sweet and savoury offerings from 8am-10pm, seven days a week. The new Parlour has been designed by Kinnersley Kent Design (KKD) and stays true to the original Belgravia Parlour whilst also offering the addition of a subterranean event space complete with a pink champagne bar.
Established in 2003 by Creative Director Peggy Porschen and her husband Bryn Morrow, the brand started out as a bespoke wedding and celebration cake business passionate about creating edible works of art for all occasions. The first bricks and mortar site opened in Belgravia in 2010 and has since become a top destination for consumers in search of indulgence. They are now taking on the King’s Road as the next step in their brand growth.
Hannah Grievson, Commercial Property Manager at Sloane Stanley, commented: “Peggy Porschen is a charming and acclaimed brand which will complement the King’s Road’s shopping and dining experience. The brand’s choice to open their second ever site on the estate reflects our mission to attract niche retailers wanting to benefit from the thriving Chelsea catchment. Peggy Porschen Chelsea will no doubt become a popular instagrammable attraction for its beautiful offerings.”
Peggy Porschen, Creative Director of Peggy Porschen Group Ltd, added: “The King’s Road offers a vibrant and desirable catchment in the heart of Chelsea, and was an obvious choice for our next Peggy Porschen Parlour. We are hugely excited to be growing our brand in this unique and historic location and can’t wait to introduce our evolved offering to both residents and visitors to the area.”
Savills and Miles Commercial represented Sloane Stanley. Peggy Porschen represented themselves.
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About Sloane Stanley
The Sloane Stanley Estate is one of the oldest landowning estates in London. Founded in 1717, the Estate has developed into a 10 acre holding of residential and commercial properties on the King’s Road and Fulham Road, still under the same family ownership.
With a compelling mix of flagship international brands, niche retailers and pop-ups, dominated by premium and accessible premium brands that account for 74% of the total offer, Sloane Stanley has created a distinctive and sophisticated mixed-use destination within the heart of the affluent Royal Borough of Kensington and Chelsea, serving a catchment of over 8.5 million people.
The King’s Road has a Residential Comparison Goods market potential of £249.7m placing it within the top 100 retail centres in the UK. This distinctive portfolio and commitment to create and sustain an ‘affordable luxury’ offer have ensured Chelsea’s status as one of the most desirable neighbourhoods and iconic shopping and leisure destinations in the world.
About Peggy Porschen Group Ltd
Founded in 2003, the company is globally seen as a ‘trend-setter’ in the world of cakes. It has proven to have longevity and be adjustable to changes in the economy and demands in the market.
100% family owned business (husband & wife team) Founders are very involved in the day to day activities of the company providing brand guardianship, creative and strategic direction.
A hands-on British company that not only reflects Peggy’s life-long love of baking, but also celebrates beautiful craftsmanship, inspired by romance, fashion and femininity.
Enviable client list, including many celebrities, Royals and members of high society.
With a strong and distinctive brand identity, Peggy Porschen Group Ltd has an excellent reputation and track record in quality and style in the global world of cakes.
Author of nine highly acclaimed titles, collectively selling over 3/4 million copies worldwide and with further books in the pipeline, Peggy is widely known to have redefined the art of modern sugar craft.