International real estate advisor Savills, working with Knight Frank, has acted on behalf of Emperor International Holdings Limited to complete the letting of the retail unit at 27 Oxford Street, to Krispy Kreme. The world’s favourite sweet treat retailer has signed a ten-year lease.
The 2,783sq ft unit, arranged over ground and first floors, will be the first in Central London to feature the brand’s “Hotlight” theatre – providing shoppers with a unique immersive experience in which they can try Krispy Kreme’s fresh Original Glazed hot doughnuts straight off the line.
The property is located in a prime position on east Oxford Street, which is currently undergoing a significant transformation. Nestled between Soho and Fitzrovia, and in close proximity to Tottenham Court Road station, the shop will benefit from the high traffic of footfall provided by the West End’s busiest underground station.
This deal is a key example of the renewed long-term desirability of the area to not only traditional retail brands, but also food and beverage operators that are looking to strengthen their flagship presence on one of the world’s most iconic high streets.
Over the last few months this micro-location has experienced a flurry of activity, with the likes of Lids, Pandora, Foot Asylum, Fragrance Shop and Reserved, all bolstering their store footprints around the Elizabeth Line.
Jamie Dunning, president and managing director of Krispy Kreme UK & Ireland, said: “I’m delighted to be bringing the joy of Krispy Kreme to the West End, offering London’s shoppers and workers a one of a kind experience to share an indulgent treat in world-class surroundings. I’m proud that we will be playing a key role in the wider regeneration of Oxford Street by delivering our flagship Hotlight theatre, inspired by our founder Vernon Rudolph’s promise of truly awesome doughnuts that melt in the mouth.”
