• Sweden edition
 
SWEDEN IN LONDON
Swedish bakery to bring Londoners sourdough

Swedish bakery to bring Londoners sourdough

Published: 26 Oct 2012 12:34 GMT+02:00
Updated: 26 Oct 2012 12:34 GMT+02:00

”We have always loved London, but we weren’t as enamoured with their bread,” co-founder of Fabrique, Charlotta Zetterström, tells The Local.

Zetterström and husband David, who has a background as a breadmaker, started up their first shop in Stockholm in 2008. After working in a bakery part-time while studying economics at university, they both knew what they wanted to do.

The couple aimed to make it as easy as possible for people to get hold of good, wholesome bread, every day, the whole year round.

After seeing a small shop and bakery up for sale, they decided to take a chance and go for it.

“Right when we started there were people lining up to buy our bread. There was a definite demand,” says Charlotta Zetterström.

“I think we rode a little on the ‘sourdough wave’. At the time, we didn’t see it like that, but when we look back we can see how we had help from the debate about natural ingredients which had just hit the Swedish media.”

The bread produced at Fabrique is made with clean and natural ingredients and baked in a traditional way, by hand, around the clock, in a stone oven.

After opening up their first bakery in Stockholm four years ago, they have since grown to include six more outlets in the Swedish capital, as well as a bakery on the Baltic island of Gotland, Rute Stenugnsbageri, which is open in the summer.

And now, despite having one toddler and a five-month-old baby to look after, the couple are thinking big and planning for the opening in London in November.

“We found a really cool location for the bakery in east London and we’re hoping to open in November,” Zetterström says.

The shop in London will be very much like the Swedish stores, she adds.

“We are going to bring Sweden over to Britain – so we will be selling Swedish cinnamon buns as well. We’re pretty sure that they will like it.”

However, the couple will not be bringing Swedish produce. Instead they’ll be using locally produced ingredients – in itself a challenge as it means having to adapt recipes accordingly.

“We will have to work on the recipes to get the balance right. But this is what is unique with our concept. We won’t be bringing frozen bake-off bread but will be baking it from scratch on site,” Zetterström says.

The couple are convinced that the London store will be as much of a success as the Swedish shops. According to them, the British are becoming more aware of what they eat, although the organic food trend with locally produced ingredients hasn't quite hit as hard there yet as it has in Sweden.

“But we think Londoners are ready for our bread,” Zetterström tells The Local.

The new store will be opening on November 8th in Shoreditch, in east London.

Rebecca Martin

Follow Rebecca on Twitter here.

Related links:

The Local (news@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

14:30 October 26, 2012 by PaxPacis
Shoreditch: the land of the Hipster.

The two Nordic Bakery coffee shops in central London already offer the cinnamon buns, but the buns have been getting smaller and smaller in size over time.

Let's see with Fabrique's...
15:59 October 26, 2012 by intrepidfox
More sugary bread
14:43 October 27, 2012 by Flutterbye
I wonder why Shoreditch....interesting.
11:53 November 8, 2012 by EP
Sweden and good tasty bread somehow don't fit in the same sentence ...
20:23 December 10, 2012 by AW1
#4: Really? Lots of tasty breads to be had. You don't even have to go to a speciality shop and pay a fortune for it.
Today's headlines
Swedish docs puzzled by deformed penis trend

Swedish docs puzzled by deformed penis trend

More and more Swedish boys are born with deformed penises, and researchers are uncertain exactly what's behind the increase. READ  

The Local List
What Sweden means to you in just one Tweet
Photos: Shutterstock/Imagebank Sweden

What Sweden means to you in just one Tweet

The Local Sweden has been asking readers to squeeze their view of Sweden into just 140 characters or less. Here's what you came up with up for #SwedeninaTweet. READ  

Getinge Floods
Swedish floods hit day two as rain continues
Photo: Anders Andersson/TT

Swedish floods hit day two as rain continues

UPDATED: The flood in southern Sweden showed no signs of abating on Wednesday, with forecasters predicting that the rains are unlikely to stop any time soon. READ  

Sweden and the Bronx
Swedes celebrate 375th anniversary of the Bronx
The Bronx. Photo:Shutterstock.

Swedes celebrate 375th anniversary of the Bronx

What do the Bronx and Sweden have in common? More than an affiliation with the Yankees, it turns out. And one small Swedish town is about to make that abundantly clear. READ  

Bildt: 'We must increase efforts in Iraq'
Bildt in Baghdad on Monday. Photo: Karim Kadim/TT

Bildt: 'We must increase efforts in Iraq'

After meeting with refugees and politicians in Iraq on Tuesday, Foreign Minister Carl Bildt said Sweden must increase its efforts to help Iraq reach a lasting solution. READ  

Swedes slam 'racist' art show from Denmark
One of the participants in the art project. Photo: Anna Andrea Malzer, Global Stories

Swedes slam 'racist' art show from Denmark

Swedes have gathered in numbers to protest against a Danish "blackface" art show in Malmö, which organizers say is supposed to give "a deeper understanding of discrimination". READ  

Presented by Stockholm School of Economics
Swedish school with executive appeal
Photo: Stockholm School of Economics

Swedish school with executive appeal

More and more executives are combining work with further education, namely an MBA. The Local explains just how the process works at the Stockholm School of Economics with its Executive MBA program. READ  

In Pictures: The Local's Property of the Week
Fastighetsbyrån

In Pictures: The Local's Property of the Week

Ever wanted to live in a loft-like apartment on the hip district of Södermalm, with a view like something out of a colourful children's book? Check out The Local's Property of the Week. READ  

Sweden to get 100,000 refugees in 2014: report
Refugees in Iraq. Photo: Khalid Mohammed/TT

Sweden to get 100,000 refugees in 2014: report

UPDATED: Sweden can expect a record-breaking 100,000 refugees to arrive this year, reported Swedish media on Tuesday. The Migration Board said the prognosis was officially 60,000 in July. READ  

Swedish town on alert over toilet invader
The man pictured is not the Bajsmannen. Photo:Shutterstock.

Swedish town on alert over toilet invader

A town in central Sweden is on the lookout after a mystery suspect has repeatedly broken into apartments and defecated in their toilets. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
See more images from the southern Sweden floods
Sponsored Article
Find out what gives this Swedish school executive appeal
Society
Serial chicken smuggler caught at Norway border. Again.
Society
This gold coin may be the key to solving a Swedish massacre
Shutterstock
Lifestyle
The Swedish mentor (and why you may need one)
Blog updates

17 August

Sea Fever (Around Sweden in a kayak) »

"I’m going to keep this post short and sweet as its not something I take any pleasure in writing. After much deliberation I have made the heartbreaking decision to abandon my trip after 1200km due to reoccurring injury. It is not a decision I have made lightly and it is one that has been truly devastating..." READ »

 

17 August

St. Louis strong (Blogweiser) »

"It’s typically a bad sign when my hometown makes news in Sweden. St. Louis was in the headlines here a few years ago when a tornado struck the airport. The city also caught attention after a politician talked about ‘legitimate rape’. Now, shooting and riots this week in Ferguson, a part of St. Louis, are..." READ »

 
 
 
National
Food agency warns girls: 'Don't eat stinky fish'
Politics
Reinfeldt calls for tolerance to refugees
Gallery
People-watching August 16-17
National
Sweden celebrates 200 years of peace
Society
Top ten literal Swedish words
Politics
'Terror training should be illegal': Liberal Party
Gallery
Swedes talk about 200 years of national peace
Politics
Islamic extremist shakes Sweden with TV threat
National
Teacher fined for 'Hitler salute' in German class
Politics
Swedish politician proposes ban on begging
National
Swede asks for epidural and gets disinfectant
National
Swede reports 'expensive' sex to police
Education
Sweden plans to scrap SFI for adult education
Features
Kiruna residents talk life in a town on the move
TT
Politics
Why is feminism such a hot topic in Sweden?
National
Swedish dad takes kids to Israel to learn about war
National
RIP Åle, the world's oldest eel
Society
Introducing: The Swedish crayfish party
National
Stockholm bus spontaneously combusts
Skatteverket
Sponsored Article
Introducing... ID cards and permits in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

662
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se