Our Story

Euphorium can trace its roots back all the way to the late 90s when our daring founder took inspiration from his visit to the 1998 world cup. Having chomped his way through the splendid goods at a Parisian patisserie, he decided it was time to bring the nation’s baking up to scratch. And so began the Euphorium journey… please join us on a trip down memory lane.

  • Daniel opens the first Euphorium Bakery

    Islington was the hub of political life in the late 90s, where Tony Blair planned a daring renovation of Britain with clandestine conversations in local eateries. It was on this fertile ground that the seed of Euphorium was first sown by Daniel Bear, with a purpose built bakery at 202 Upper Street in 1999. We didn't know it at the time, of course, but our focus on the finest possible ingredients and hand-made artisan baking was the start of a British baking revolution. Visit 202 Upper Street today, and you'll find the much loved local Euphorium still going strong as ever, now fully refurbished as befits such a prestigious historical landmark.

  • Spreading our wings

    Naturally with success comes expansion and, like our bread, Euphorium rises to the occasion. The popularity of 202 led to the opening of our second store in Chapel Street market, satisfying the growing local appetite for fresh, artisan bread. As discerning demand grew over the years, so did Euphorium, opening up first one, then two and then 5 new stores across London - in only the best neighbourhoods naturally...

  • We do cakes, don't you know?

    Like all flourishing businesses, our much loved customers turn to us in their hour of need. So it was that Euphorium were ordered to create the centrepiece of a regular customer's nuptials - the wedding cake. As word spread of their deliciousness so did the Euphorium celebration cake business, making it a now essential park of the Euphorium service: many congratulations with all the trimmings.

  • Introducing the Museli loaf

    For the real Euphorium afficianado, nothing typifies our pursuit of excellence more than the humble Muesli loaf. Inspired by a baker's own family recipe - bought with him from the Czech Republic but adapted for Euphorium - this product has developed something of a cult following. It's not that scuffles break out when the last Muesli loaf is on display, but there can be a degree of unrest that is only pacified by the promise of a fresh batch tomorrow. Best arrive early to avoid a disturbance.

  • A famous face

    Orders continue to flood in for celebration cakes, particularly from the growing number of food cognoscenti. One particular birthday - May 27th - remains memorable as it was celebrated by a certain cheeky chef from Essex with a cake that is now almost as famous as our notorious customer.

  • Fancy a slice?

    As is the way, success breeds success and ours attracted the attention of a certain little Grocery looking to sprinkle some Euphorium magic over a selection of their instore bakeries. The first Euphorium store within a store opened in October (to no small acclaim) in Tesco Kensington, making quite a splash with the local residents who have taken us to their hearts and homes in equal measure.

  • A friendship is formed

    James Fleming, with a background in Paul and PizzaExpress, joins as CEO to work alongside Daniel and pioneer Euphorium Bakery into the next phase of the British Baking Revolution.

  • Award winning coffee

    Of course Euphorium stands for excellence in baking but we take all of our products seriously, especially coffee which our customers consume in copious quantities. Having secured the support of our Italian suppliers, Kimbo, we ensure that our skilled baristas fully understand the difference between good and great coffee. We were gratified, therefore, to receive the prestigious '4 cup award' from the Beverage Standards Association - a Michelin star equivalent in the coffee drinking world, no less.

  • We started a Project

    As our partnership with Tesco grows, we have come to recognise the importance of the in-store bakery as a way to deliver superior everyday baked goods. Pooling our collective bakery knowledge has led to the launch of The Bakery Project - a collaboration with Tesco designed to revolutionise the everyday supermarket bakery range. Find out more about this exciting new string to the Euphorium bow here.

  • Sounding the clarion call

    Hold on to your hats, great plans are afoot. In the years to come you should see 100 new Euphorium stores-within-a-store springing up, with Euphorium leading the charge on the high street and in store sounding the clarion call for better British bread as loud as we can across the land. Nothing is certain in life, but the future certainly looks exciting, and it promises to taste better than ever.