Bea's of Bloomsbury's new flagship tearoom

Bea’s of Bloomsbury, the contemporary tearoom and cake shop located in the heart of London, is celebrating a decade of achievement with a fresh new look, innovative offering and new flagship site. The multi-award-winning tearoom has been providing an affordable, luxury experience to locals and tourists for the past ten years. Having led the modern afternoon tea market and established a loyal customer base, the brand is now leading the second wave of tearoom. 

The new flagship tearoom and cake shop opening in Russell Square, Bloomsbury, will showcase the brand’s new chic and contemporary look, designed and created by o1 Creative in close partnership with the Bea’s of Bloomsbury experienced and passionate team. In addition to the main tearoom, there will also be a dedicated and bespoke cake consultation service, which can be booked in advance for wedding, birthday, and other special celebration cakes. 

To unify the brand, the St. Paul’s and Marylebone tearoom and cake shops are also undergoing refurbishment, which will include a modernised food and beverage offer across the three sites. The signature afternoon tea will continue to provide a take on the traditional experience and the award-winning cakes will be baked in the Bea’s of Bloomsbury bakery and delivered fresh every day. A new seasonal all-day menu will include brunch, handcrafted sandwiches and daily salads to appeal to a wide audience throughout the day. The menu will be coupled with a new quality coffee offer, served by skilled baristas, and which features a bespoke Bea’s blend, roasted specially for the Bea’s customer, as well as a variety of guest single origin coffees. 

Rachel Hillel, CEO of Bea’s of Bloomsbury, commented: “Bea’s of Bloomsbury is our modern interpretation of a quintessential tearoom and it’s a concept that has enjoyed a lot of success over the past ten years. To continue this success, we wanted to refresh the brand to ensure we keep that modern edge and move with our customers’ changing needs.

"It’s not only the interior we’re upgrading, we’re launching the second wave of tearoom with a focus on an all-day dining offer, continual innovation, online ordering and click & collect. Marrying the high quality of our food with quality coffee is going to be a key part of the proposition and will allow us to widen our appeal. We’re excited that we have a brand-new flagship site in Bloomsbury to lead this, with the St. Paul’s and Marylebone refurbishments perfectly complementing the plans.” 

The Bea’s of Bloomsbury tearoom launches will be taking place as follows: 

Monday 22nd October -7.30am: St. Paul’s, 83 Watling Street, EC4M 9BX

Thursday 25th October -7.30am Marylebone, 27A Devonshire Street, W1G 6PN

Monday 29th October 8.00am: Russell Square, 71-72 Russell Square, WC1B 5BA