Vagabond Wines will open one of its most ambitious sites to date this summer, bringing its signature wine discovery experience to the heart of Soho.
Located at 14–16 Ganton Street, the new 6,000 sq ft venue represents a major investment in the West End and forms part of a multi-million pound commitment from Majestic Wine Group and Fortress Investment Group to scale Vagabond as a category-defining hospitality brand.
Backed by Fortress Investment Group, the expansion also reflects a broader strategy to grow a younger, digitally engaged customer base through Vagabond’s integrated app and in-bar technology, creating a scalable platform for long-term customer acquisition across the Majestic Wine Group.
Now 16 years on from its founding, Vagabond continues to challenge convention in the wine world — from pioneering self-pour technology and urban winemaking in London to launching its app-led experience and digital wine flights.
Designed as a premium wine exploration space, the venue will combine winemaking-inspired design with Vagabond’s hallmark self-pour experience. Guests will be able to explore over 120 wines by the glass, including a range produced at Vagabond’s Urban Winery in Canada Water, the UK’s largest urban winery, bringing London-made wine into the heart of Soho.
The space has been conceived as an immersive journey into wine. Staircases lined with traditional riddling racks, a private dining room set amongst stainless steel tanks, and a central bar curved to echo the shape of a wine barrel will form the focal points of the venue.
Alongside everyday drinking, the venue has been designed with flexibility in mind, making it ideal for group bookings, private events and hosted tastings.
Set in a neighbourhood synonymous with creativity and reinvention, the opening reflects Vagabond’s ambition to reshape how wine is experienced in central London — moving it away from formality and towards something more exploratory, social and accessible.
Vagabond will join a curated mix of high-quality, experience-led food and drink operators in Soho, forming part of a wider wave of openings that continues to reinforce the area’s position as one of London’s leading hospitality destinations.
Christobell Giles, managing director of Vagabond Wines, said: “Soho has always been a place that challenges convention, and that is exactly what we are here to do with wine.
For too long, wine in central London has been something that happens to you — a short list, a quick decision, and very little sense of discovery. We are turning that on its head.
At the Ganton Street location, you can explore over 120 wines at your own pace, try things you would never normally order, and build your own experience, whether that is a single glass or a full flight. It is about removing the barriers and putting the guest back in control.
Everything in the space has been designed to support that. It is immersive, it is social, and above all it is about making wine more engaging and more enjoyable for everyone.”
Emma Matus, Head of Restaurant Leasing at Shaftesbury Capital, added: “Vagabond’s experiential concept is an ideal match for Soho, appealing to our broad demographic of visitors and perfectly complementing our dynamic, ever-evolving food and drink scene. Like its fellow wine bars in Soho, Vagabond delivers a unique, interactive experience that suits the West End right down to the ground.”
John Colley, CEO of Majestic Wine Group, added: “Vagabond is central to our vision for the future of wine, and we have made a significant multi-million pound investment in the brand to support its growth.
Together with Fortress, we are backing a long-term strategy to scale Vagabond across the UK, combining standout physical locations with an integrated technology platform that allows us to build deeper, more direct relationships with a new generation of wine drinkers.
Soho is a powerful expression of that vision — a flagship site designed not just to perform, but to acquire and engage the next wave of customers for the group.”
The Soho opening builds on the success of Vagabond’s Urban Winery in Canada Water and recent openings in St Paul’s and Liverpool Street, both of which have exceeded initial performance expectations. It forms part of a wider strategy focused on high-profile, experience-led locations in key UK cities.
The new Vagabond Soho site is expected to open this summer.
