Fledgling patisserie and boulangerie concept Orée wants to open 20 sites in London, MCA has learnt.
Orée’s first store opened in a 2,949 sq/ft site on Fulham Road this week, offering 12 different varieties of bread including rye, sourdough, buckwheat, Nordic, Japanese and gluten-free options.
Orée founder Laurent d’Orey told MCA the site will also offer viennoiserie, breakfast, lunch and a 38-cover internal seating area.
“We do a bit of everything because we do everything on site – we make our own bread, we make our own pastries, we make our own salads.”
Prior to Orée, d’Orey said he was running six bakeries through a master franchise in Lisbon.
“I really wanted to start my own brand and I also wanted to do something that was made for Londoners, rather than bring a concept over from France.”
D’Orey said that although London presented a highly competitive market, the competition was encouraging.
“We want to roll it out. So far we’re concentrating on Central London - we have an objective to open about 20 stores in London.”
D’Orey said he wanted to reach the 20 site target within the next five to seven years, depending on whether he chose to pursue organic growth, or bring in outside investors.
“With organic growth we are expecting to open another two before Christmas.”
