The chic bakery brand founded by award-winning cake designer, Peggy Porschen, is to open a new flagship 2,400 sq ft Parlour, through Sloane Stanley, in the King’s Road in Chelsea early next year.
Inside the instagrammable pink façade, adorned with floral installations which change with the seasons, there will be a full menu of cakes, cupcakes, and confectionary, hand-made by the award-winning pastry chef team.
The new opening will also mark the brand’s first foray into an ‘all day indulgence’ concept, to include sweet and savoury offerings from 8am-10pm, seven days a week.
The new Parlour has been designed by Kinnersley Kent Design (KKD) and stays true to the original Belgravia Parlour whilst also offering the addition of a subterranean event space complete with a pink champagne bar.
Established in 2003 by Creative Director Peggy Porschen and her husband Bryn Morrow, the brand started out as a bespoke wedding and celebration cake business passionate about creating edible works of art for all occasions.
The first bricks and mortar site opened in Belgravia in 2010 and has since become a top destination for consumers in search of indulgence. The business is now taking on the King’s Road as the next step in brand growth.
Peggy Porschen, Creative Director of Peggy Porschen Group Ltd, said, “The King’s Road offers a vibrant and desirable catchment in the heart of Chelsea, and was an obvious choice for our next Peggy Porschen Parlour.
'We are hugely excited to be growing our brand in this unique and historic location and can’t wait to introduce our evolved offering to both residents and visitors to the area.”
Hannah Grievson, Commercial Property Manager at Sloane Stanley, commented, “Peggy Porschen is a charming and acclaimed brand which will complement the King’s Road’s shopping and dining experience.
'The brand’s choice to open their second ever site on the estate reflects our mission to attract niche retailers wanting to benefit from the thriving Chelsea catchment. Peggy Porschen Chelsea will no doubt become a popular instagrammable attraction for its beautiful offerings.”
