Shaftesbury toasts the opening of Ole & Steen at Central Cross

Shaftesbury has announced the opening of Ole & Steen, the Danish bakery, with the brand launching its 3,000 sq ft London flagship at 51 Charing Cross Road.  The prime corner unit is part of Central Cross, Shaftesbury’s £15m, 48,000 sq ft mixed-use developmentat the heart of London’sWest End.

Spread over two floors, the new bakery has space for 63 covers.  Alongside Ole & Steen’s deliciousrange of sweet Danish favourites, customers can choose from an all-day menu including breakfast items, such as traditional Danish skyr and bircher muesli pots with fruit toppings, and a lunch menu withDanish open rye bread sandwiches and focaccias.  Reflecting Central Cross’s position linking Theatreland with Covent Garden, Ole & Steen is also open in the evening for pre-theatre drinks and food.  Theall-day offerfeaturessingle estate coffee, as well as a small but carefully crafted wine and beer list.

The bakery, founded by Ole Kristoffersen and Steen Skallebæk, first opened outside of Denmark in 2016, just down the road in Haymarket.  The new Central Cross flagshipbenefits from high levels of pedestrian trafficfrom neighbouring Leicester Square Tube and Tottenham Court Road Tube stations. 

Commenting on the news, Julia Wilkinson, Head of Group Restaurant Strategy at Shaftesbury, said: “We are delighted to welcome Ole & Steen’s flagship to this prime location, which connects Theatreland and Soho to Covent Garden.  The Scandinavian brand complements the area’s diverse food and beverage offering, and highlights Shaftesbury’s ongoing commitment to creating destinations that excite the senses and inspire discovery in London’s West End.

Camilla Hansen, Head of Openingsat Ole & Steen, added, “It’s a really fantastic opportunity for us to open our latest store at Central Cross on Charing Cross Road.  Being situated right in the heart of the West End was a huge draw for us, and the location benefits from its connections and multi-cultural, engaged audience.  We are thrilled to offer our loyal customers another store to enjoy, and of course to welcoming new customers to experience our Danish bakery.”

The news follows the recent announcement that international cyber café brand, Wanyoo Café, is to make its European debut at Central Cross later this month.  The brand will offer visitors an eSports gaming station, leisure areas and co-working spaces over two floors totaling 5,300 sq ft.

Nash Bond and BGP represented Shaftesbury.  Graeme Wait acted for Ole & Steen.


For further information, please contact Amanda McNally or Lottie Croker at Aver via amandamcnally@averpr.comor



Shaftesbury owns and manages a 15-acre property portfolio in the liveliest parts of London's West End.  Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, it also include substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.  

The portfolio comprises nearly 600 shops, restaurants, cafés and pubs, extending to 1.1 million sq. ft., 593 apartments and 0.5 million sq. ft. of offices.  All our properties are close to the main West End Underground stations, which currently handle c 228m passenger’s p.a., and are within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street, which projections indicate could be handling 200 million passengers annually by the mid-2020s.  


Shaftesbury在伦敦最有活力的西区(WestEnd)拥有、管理的地产组合总面积达到15英亩。这些以餐饮、娱乐和零售为主的地产组合集中于卡纳比大街(Carnaby)、七晷区(Seven Dials)和中国城(Chinatown)区域。同时,Shaftesbury 在科文特花园(Covent Garden)东、西两侧、Soho区和菲茨罗维亚区(Fitzrovia)也拥有大量地产。

Shaftesbury的地产组合包括近600家商户、餐厅、咖啡厅和酒吧,总面积达到110万平方英尺;另外,Shaftesbury 还拥有593间公寓和50万平方英尺的办公空间。Shaftesbury 的地产不仅全都毗邻伦敦西区的各大地铁站(年客流量达到2.28亿),同时紧邻横贯城铁“伊丽莎白线”(Elizabeth Line)上两个西区交通枢纽站——托特纳姆法院路(Tottenham Court Road)站和邦德街(Bond Street)站均在步行10分钟范围内。据预测,到2020中期,这两个枢纽站每年将接待超过2亿乘客。


China is changing and traditional values are being complemented by new ideals and trends, inspired by other parts of the Far East and the West.  This is influencing what Chinese people and visitors expect in Chinatown.  Shaftesbury understands this and is experiencing directly the evolution of China, spending time in its cities to see, taste and hear what is happening first hand. 

Whilst inherently Chinese, under Shaftesbury’s long-term curation and partnership with the community, Chinatown is evolving to reflect the changes occurring in the Far East, creating is a mix of tradition and modernism that makes cities such as Shanghai, Beijing, Tokyo and Seoul some of the most exciting places in the world.