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Lovingly Handmade
Since 1926
Patisserie Valerie’s story began in 1926, when husband-and-wife team Theo and Esther opened a Belgian patisserie in Soho, London. It was an instant hit. Theo handcrafted exquisite cakes and pastries using Esther’s grandmother’s treasured secret recipes, while Esther - fondly known by customers as “Madame Valerie” - welcomed guests with her warmth and charm.
As we celebrate our 100th birthday, we still handmake our cakes and bakes to exacting traditional standards. Today, Madame Valerie’s spirit lives on as our cakes are shared at celebrations across the UK and Ireland, enjoyed in our patisseries and delivered to customers’ homes.
1926
A shared love of cake
Belgian pastry chef Theophile Vermeirsch met Esther Van Gyseghem. United by love and a passion for fine patisserie, they moved to 1920's London to introduce fancy 'continental-style' cakes and pastries to a new audience.
Theo handcrafted exquisite cakes and pastries using Esther’s grandmother’s treasured secret recipes, while Esther - fondly known by customers as “Madame Valerie” ran the front of house, famously welcoming guests with her warmth, and lovingly handmade treats.
1943
Resilience in times of war
Unfortunately, the original Dean Street patisserie was destroyed during a Luftwaffe air raid in WWII. Channelling the famous Blitz spirit, Madame Valerie refused to be defeated and reopened around the corner on Old Compton Street, Soho. We like to imagine Patisserie Valerie cakes formed the centrepiece of the Old Compton Street VE Day street party celebrations!
1973-
2005
2005
A New Chapter
After Esther's death, Madame Valerie’s legacy lived on through her name and her wonderful recipe collection. Her cakes and pastries steadily grew in popularity with British consumers and visitors to London.
By 1987, the Italian Scalzo brothers saw the potential to repeat the success of the Soho patisserie in other London locations. They became owners of the business and opened locations near many famous London landmarks.
2006-
2018
2018
A National Treasure
With a loyal local London following, and a much larger group of cake fans that had visited the city, Patisserie Valerie embarked on a nationwide expansion. The business had high ambitions aiming to bring handcrafted cakes and patisseries to every major town and city in the UK.
With the benefit of hind-sight, this expansion probably happened too quickly. Unfortunately many of these locations closed between 2019 and 2020 following a financial restructure of the business and the subsequent impact of Covid-19. Fortunately, the business was able to secure new financial investors and ensure that Madame Valerie's legacy continues.
2019-
2020
2020
Adapting to Change
In 2020, Covid-19 forced our patisseries to close as they were not deemed essential services. Fortunately, our talented bakers and pastry chefs were ready to work, and we quickly launched our Patisserie Valerie premier home delivery service initially with just four celebration cake designs.
This service proved so popular with our customers that we quickly increased the number of cake designs and expanded the delivery service nationwide. We were now able to bring our lovingly handmade cakes to every home in every town and city throughout the UK.
2021-
2025
2025
Returning to Growth
We have proudly adapted to consumers evolving needs and Patisserie Valerie's premier online delivery service has grown each each since its launch. We now serve over 100,000 online customers each year throughout the UK and Republic of Ireland and offers a fabulous range of celebration cakes for all occasions and letterbox-sized handmade cakes sweet treats.
The business also launched a franchise programme, working with carefully selected independent operators to open Patisserie Valeries in their communities. Customers can once again enjoy Madame Valerie's recipes in the warm ambience of a local patisserie.
Patisserie Valerie's famous cakes now available via wholesale and corporate partnerships, supplying premium cakes and patisseries to leading retailers, hospitality partners, and gifting businesses.
100
Celebrating our 100th Birthday
Our 100-year centenary will be celebrated with the Centenary Range – a heritage-inspired collection paired with elevated packaging, marking a century of craftsmanship and looking ahead to the next chapter in our story.
Lovingly Handmade Since 1926
Get in Touch
Got a burning question or need some further assistance? Get in touch with us today. We have a dedicated team who will be happy to help and will be in touch with you as quickly as possible.