Coffee shop chain eyes quick-fire expansion as it cranks up fit-outs

SOHO Coffee Co.

An emerging coffee shop brand has vowed to carry on expanding across the capital after launching its fourth London site and 39th overall.

SOHO Coffee Co.’s latest branch is at the O2 Centre on Finchley Road and comes just a month after it opened an outlet on Baker Street.

It has plans to launch a total of 11 stores this year as it ramps up its coverage in search of new growth.

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The Finchley Road store is the first London site to carry the SOHO Kids Range, with “perfectly-sized” sandwiches, fruit and veggie pots and its classic SOHO gingerbread figures.

Penny Manuel, managing director of SOHO Coffee Co., said the company had previously resisted outlets in the capital but the success of its initial sites had surprised it.

“Openings in London are a recent undertaking for the brand, but ones which are outperforming expectations and targets,” he said. “We’re delighted with the positive responses from our customers to the design of the stores, our signature food-led coffee offering, and our in-store teams who are working hard to create the right atmosphere.”

The artisan coffee brand continues to eye expansion across London in 2017, with fitting already underway in as yet undisclosed new locations for the owner-managed chain.

The company opened its first store in 1999 and operates from locations in the retail, travel, leisure and healthcare sector. The brand remains true to its core passion of crafting organic, Fairtrade coffee and serving flavour-packed, artisan food.

SOHO Coffee Co. has also opened at The Brewery in Cheltenham, the brand’s hometown, where it has trialled a new, extended range of hot food and The Bullring in Birmingham this year.

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