Jolene Bakery Opens Inside Soho’s Aries Fashion Store
A Beloved Bakery Finds a New Home in the Heart of Soho
Soho has long been one of London's most exciting neighbourhoods for food, culture, and creativity, and it's about to get even more interesting. Jolene, the bakery that helped redefine what a neighbourhood bread shop could be, is opening a brand-new outpost on Bridle Lane on Thursday 23rd April 2026. The new site, called Jolene Bridle Lane, will be housed inside the Aries flagship store at 13 Bridle Lane, W1F 9BT — a location that already draws a dedicated crowd of fashion-forward Londoners and visitors exploring the area. For those who have followed Jolene since its early days in Newington Green back in 2018, this feels like a significant moment. The bakery has grown steadily over the years, earning a loyal following through a combination of exceptional bread, inventive seasonal flavours, and a genuine commitment to quality ingredients. Bringing that offering into the centre of Soho means more Londoners than ever will have easy access to one of the city's most talked-about baking operations. Whether you're a longtime fan making a special trip or someone stumbling upon it between shops, this new location promises to become a genuine local favourite in no time.
What's on the Menu at Jolene Bridle Lane
The menu at Jolene Bridle Lane looks set to reflect everything that has made the bakery so well regarded across London. Expect pastries crafted using Wildfarmed regenerative flour — a nod to Jolene's ongoing commitment to sustainable, thoughtful sourcing — alongside a rotating daily sandwich selection that changes to reflect what's fresh and in season. Coffee will come courtesy of Square Mile, one of the most respected specialty roasters in the country, ensuring the drinks menu lives up to the food on offer. On the sweeter side, the site will serve glazed doughnuts, Kingston biscuits filled with milk chocolate ganache, and a St Clements poppyseed drizzle loaf that sounds like the perfect afternoon treat. Jolene has always been known for flavour combinations that feel both adventurous and genuinely satisfying — think rhubarb frangipane danishes, jalapeño cream cheese buns, and generously stacked savoury sandwiches. The Bridle Lane menu promises to carry that same spirit forward in a new setting. For local workers, Soho residents, and anyone exploring the area's many london attractions, this is shaping up to be an essential stop before or after a wander around one of the city's most vibrant districts.
Why This Collaboration Matters to the Local Community
The pairing of Jolene with Aries is about more than convenience — it reflects something genuine about how both brands approach their work. Aries, the London-born luxury streetwear label founded by Sofia Prantera, has built a reputation around subculture, independent thinking, and thoughtful design. Its Soho flagship operates as much as a cultural gathering point as it does a retail space, regularly hosting london events and engaging the creative community that calls this part of the city home. Adding Jolene into that mix feels like a natural extension of that ethos. Both brands have grown from independent roots, both have earned their reputations through quality rather than hype, and both have a clear sense of identity that resonates with Londoners who care about where they spend their time and money. Soho sits just a short walk from Trafalgar Square, making it a destination that attracts both locals and visitors from across the city and beyond. For the community around Bridle Lane, having a world-class bakery on the doorstep — one that uses quality ingredients, supports sustainable farming, and serves genuinely outstanding food — is the kind of neighbourhood addition that makes a real difference to everyday life.
Source: One of the OG Bakeries Is Going Into a Hyped Fashion Store
