London Scandimania

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London Scandimania

‘Scandimania’ has well and truly hit London, and at the end of April this year, a new addition was made to London’s Scandinavian scene in the shape of ‘Bageriet’ (“the bakery”) – a Swedish bakery located in Covent Garden. The owners, Daniel Karlsson and Sven-Gunnar Appelgren, are award-winning Swedish bakers who used to operate out of kitchen premises in North London, but who have now taken the step up to opening shop on Rose Street, off Long Acre. According to statistics, there are 404 businesses in London who operate in the bakery sector. Though there are other Scandinavian food venues and cafes – for example

Scandinavian Kitchen, the Nordic Bakery, and Fabrique – Bageriet has a unique selling point in being the only wholly Swedish bakery in the city. Karlsson stated in an interview in the Swedish newspaper Göteborgs-Posten that the property owners saw this concept as so exclusive and desirable that the duo was able to negotiate a lower rent. Whilst other Scandinavian food venues place their emphasis more with sandwiches, bread and other food, Bageriet’s main focus lies with baked goods – although you can still get Swedish open-style sandwiches. Traditional Swedish cakes, buns, biscuits, ‘treats’, and seasonal specialties, as well as their own, hand-made lingonberry and blueberry jams can be bought at Bageriet. The décor is also a point of difference – where other Scandinavian venues have leant towards ‘Scandi cool’, the décor at Bageriet is inspired by traditional Swedish country shops – with wooden chairs and benches covered by sheepskin. Bageriet has taken advantage of London’s ‘Scandimania’ – with Scandinavian crime literature, cinema, design, fashion and food regularly trending in the capital. Their uniqueness seems to be producing results. During the 2013 season, Mr. Karlsson stated that he baked 2,000 of the traditional Swedish ‘semla’ buns. To add to London’s Scandimania, Bageriet now offers Londoners a real opportunity to immerse themselves in a Swedish country shop bakery for a ‘fika’ (coffee break), enjoying what is supposedly “the city’s best cinnamon buns”. You should go! Tulsa Tollemark, Research Analyst Intern

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