Fred Bakery Announces the Opening of Its Second London Site in Oxford Circus 

Fred Bakery has officially open its second London site in the heart of Oxford Circus as of December, following the success of its flagship bakery in Holborn. 

Founded in 2021, Fred Bakery brings a modern and refined touch to London’s artisanal bakery scene. The space combines thoughtfully crafted breads, pastries, sandwiches, and drinks with a minimalist, contemporary design. Menu highlights include Cinnamon rolls, Apple crumble danish, and Triple chocolate hazelnut. With sourdough, ciabatta and baguettes baked in-house, the menu offers a tempting selection of sandwiches and lunch dishes, including Parma ham ciabatta, Ham & cheese suisse, Mozzarella ciabatta and Mortadella panini. As well as Focaccia pizzas topped with stracciatella, artichoke and mortadella, or Burrata with fresh and sun-dried tomatoes. With its warm, relaxed, and accessible atmosphere, Fred Bakery aims to become a standout destination for both Londoners and visitors alike. 

The new Oxford Circus bakery features a split-level layout with seating on both floors, designed to welcome both quick drop-ins and longer stays. The interiors have been crafted by architect Lucas Che Tizard of Red Deer (@reddeer), reflecting Fred’s signature minimalist aesthetic: clean lines, off-white and neutral tones, and natural textures that create a calm, modern and inviting space. 

The menu features Fred’s signature sweet and savoury bakes, seasonal hot drinks and coffee served in partnership with Julius Meinl. Guests will also be able to shop the full range of Fred merchandise on-site, including tote bags, T-shirts, mugs and a signature candle. 

The name “Fred” reflects the bakery’s origins: born from the first two letters of “Fresh” and the final letter of “Baked.” What began in a small London neighbourhood, sharing handmade baked goods with locals, has grown into a brand rooted in community, craftsmanship and seasonality. Fred Bakery remains committed to using the finest ingredients and celebrating each season through its creations. 

The brand was co-founded by Burak Demirelli, the experienced restaurateur and hospitality entrepreneur behind successful concepts such as Faros London and Lokal restaurant. With its focus on quality and craftsmanship, Fred Bakery seeks to offer a fresh perspective within London’s culinary landscape.