Vagabond heads to London’s Soho for flagship opening

Vagabond is to open a 6,000 sq ft wine bar in London’s Soho this summer as the business continues to target growth in “high-profile, experience-led locations”.

The new outlet, located at 14-16 Ganton Street in Carnaby, forms part of a multi-million pound investment from Majestic Wine Group and Fortress Investment Group to further scale the brand and attract a younger demographic of customers.

Guests will be able to explore over 120 wines by the glass at the upcoming Soho branch, which is to feature a central bar and a private dining room set against steel tanks.

Plans for Vagabond Soho come soon after the group launched the UK’s largest urban winery in London’s Canada Water late last year, which welcomes more than 300 daily visitors.

In August, it also opened a 250-cover bar in the former site of Channel 4’s First Dates restaurant in London’s St Paul’s.

Christobell Giles, managing director of Vagabond Wines, said: “Soho has always been a place that challenges convention, and that is exactly what we are here to do with wine.

“At the Ganton Street location, you can explore over 120 wines at your own pace, try things you would never normally order, and build your own experience, whether that is a single glass or a full flight. It is about removing the barriers and putting the guest back in control.

“Everything in the space has been designed to support that. It is immersive, it is social, and above all it is about making wine more engaging and more enjoyable for everyone."

John Colley, CEO of Majestic Wine Group, added: “Vagabond is central to our vision for the future of wine, and we have made a significant multi-million pound investment in the brand to support its growth.

“Together with Fortress, we are backing a long-term strategy to scale Vagabond across the UK, combining standout physical locations with an integrated technology platform that allows us to build deeper, more direct relationships with a new generation of wine drinkers.”

Vagabond opened its first bar in London’s Fulham in 2010. At its peak, it operated 11 bars, nine of which were sold in a £6.5m deal to Majestic in 2024.

In February, The Caterer reported Majestic Wine had put 50 roles across Vagabond stablemate Enotria’s 275-strong workforce into consultation.