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Shaftesbury have announced that independent vegan deli, café and Scandinavian inspired store, White Pine, has selected Seven Dials’ Earlham Street to launch their latest location, forming a new London flagship space for the café concept, set to launch later this month.

Spanning just over 1,200 sq ft at 33 Earlham Street, the new White Pine flagship café and deli will offer a dynamic vegan menu packed with juices, shakes, coffee & tea, smoothie bowls, rye bread sandwiches and healthy treats, alongside a fully vegan deli offering, natural protein and performance products. Seven Dials forms part of the brand’s expansion and joins their existing presence in Fitzrovia, London, which opened in 2018.

The symbol ‘White Pine’ represents peace and serenity, with sustainability central to the brand’s ethos. Nature is championed and prioritised through White Pine’s culinary offering and the make-up of their spaces, designed in-house the brand uses entirely compostable and eco-friendly materials and mostly organic products and produce in the pursuit of raising awareness around the need to protect the environment for future generations.

Commenting on the signing, Julia Wilkinson, Restaurant Director at Shaftesbury, said: “Independent brands play a strong part in the genetic make-up of our hospitality portfolio, and we are delighted to be welcoming yet another dynamic café-retail concept brand in the form of White Pine to Seven Dials. Positioned among established names such as Neals Yard’s 26 Grains, as well as the recently signed WatchHouse and ANITA’s, we look forward to officially welcoming White Pine to Seven Dials and seeing them flourish amongst our increasing artisan and conscious-minded community.”

Sebastian Doehring, Director at White Pine added: “We are so pleased to be opening our second flagship café and deli within the heart of Seven Dials amongst a hub of so many other like-minded independent hospitality operators. Seven Dials has long been a target destination for White Pine, with the destination’s commitment to sustainability aligning well with our own brand ethos. We can’t wait to open our doors here, bringing everything White Pine is about to a new breed of the conscious consumer.”

White Pine’s signing follows several other hospitality entrants to Seven Dials, including artisan coffee operators, WatchHouse, who are set to open at 7 Upper St. Martin’s Lane in early November 2021 and boutique ice cream parlour and gelateria, ANITA, who are set to make their UK debut in early 2022 at 4 Upper St. Martin’s Lane.

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Nash Bond, Hanover Green Retail and Cushman & Wakefield represented Shaftesbury. White Pine dealt direct.