Primrose Hill is known for its million-pound mansions, a star-studded list of residents that sounds more like a casting call and charming high street bustling with independent shops.
But now locals claim its picturesque shopping hub could soon be ‘steamrollered’ by plans to open a new branch of upmarket bakery store Gail’s.
The posh bakery chain, that is known for its sourdough, cinnamon buns – and more recently high street revolts – has announced plans to open a new branch next year on the leafy green Gloucester Avenue.
Taking over from an independent delicatessen, which was forced to close due to entering liquidation, the company will now have three outlets within a 10-minute walk from each other – the other two being in Camden Market and Parkway.
But whilst some hope the new store will bring more customers to the area, community campaigner Phil Cowan claims it ‘represent[ed] yet another rung on the ladder towards identikit retail environments’.
It is not the first time Gail’s – which boasts more than 130 stores across the UK – has faced opposition within London. Last month, Walthamstow locals claimed the chain’s new branch in their East London enclave was the ‘ultimate sign of gentrification’.
Gail’s – which boasts more than 130 stores across the UK – ree outlets within a 10-minute walk from each other in north London
The coffee chain plans to take over a premises on the leafy green Gloucester Avenue (pictured)
Mr Cowan told the Camden New Journal: ‘The proposed store will represent yet another rung on the ladder towards identikit retail environments, which is both sad and ironic considering that people so enthusiastically celebrate Primrose Hill just as it is – a proudly independent village.’
The area was made famous in the 1990s by party-loving celebrities such as rock stars Noel and Liam Gallagher, model Kate Moss, actor Jude Law and actress Sadie Frost – who were regularly photographed together drinking and smoking at the time.
It is still known to be a neighbourhood full of famous faces, housing stars such as Daisy Lowe, Matt Smith, Lily James, Douglas Booth and Claire Foy.
In 2022, Camden Council received more than 1,300 letters of objection from locals after they caught wind of Starbuck’s plans to open a new café in the fashionable community.
At that time, the Primrose Hill conservation area advisory committee argued that a Starbucks was ‘not in keeping with the atmosphere of the area’.
The committee even managed to get a number of their famous residents on board, as Mr Law, singer Neneh Cherry and writer Alan Bennet joined in on the backlash which eventually saw the American chain back out.
The company issued a statement in which it said: “Starbucks cares about the views of the communities of which we are a part. We feel sorry at the level of animosity shown towards Starbucks in Primrose Hill.
“We hoped to make a positive contribution to the area and local economy by providing local jobs and offering an environment for people to get together. We do not feel it would be appropriate to open the store in the current climate.”
Community campaigner Phil Cowan (pictured) claimed the new Gail’s ‘represent[ed] yet another rung on the ladder towards identikit retail environments’
Gail’s will look to press on with their Primrose Hill plans, having first opened in 2005 in Hampstead, North London (file image)
Primerose Hill was made famous in the 1990s by party-loving celebrities such as rock stars model Kate Moss and actress Sadie Frost (pictured with Ronnie Wood’s daughter Leah) – who were regularly photographed together drinking and smoking at the time
But Gail’s will look to press on with their Primrose Hill plans, having first opened in 2005 in Hampstead, North London.
Ever since then, the company has slowly begun to spread across the capital before cherry picking new towns and cities to set up in including Wilmslow in Cheshire and Epsom in Surrey.
Gail’s chief executive Tom Molnar previously told the Mail that it was a huge compliment that people ask him for a Gail’s in their locality.
Despite plans to open other shops in London and having more than 130 openings, managers at Gail’s do not consider themselves a chain.
In an interview with trade publication British Baker, Marta Pogroszewska said she believed ‘scale’ was an uncomfortable term and the company will always focus on being a ‘neighbourhood bakery’ rather than a chain.
The arrival of a Gail’s in a town is a boost for property prices and a sure indicator that that the area is on the up and up.
But for some locals, the introduction of the brand threatens their individuality.
Last month, furious residents in Walthamstow started a petition to oppose the coffee chain opening a shop in the East London enclave, calling for the protection of their community’s unique identity.
A new opening sign featuring a bearded tattooed hipster has emerged on a new Gail’s in Walthamstow – which upset a number of locals who saw the store as the ‘ultimate sign of gentrification’
Gail’s bakery is facing a fresh revolt over plans to open a new branch in Worthing, West Sussex, as independent cafe owners fear they could be forced out of businesses. Pictured: Residents pass the branch which is expected to open soon
Despite receiving more than 1,8000 signatures, the cafe’s opening went ahead anyway.
Outside of London, Worthing locals also attempted to stop the opening of the chain in their seaside West Sussex town in August, but were also unsuccessful.
The Worthing Society, which aims to ‘preserve’ and ‘safeguard’ the town’s heritage, expressed concerns the bakery’s aesthetic might not harmonise with the historic street on which it is set to open.
Tushar Patel, who owns Café Traditionale on Chapel Road, told The Telegraph: ‘Allowing more cafes to open will have a knock-on effect on existing businesses.
‘Existing businesses are struggling as it is. Somebody will have to close their doors very soon here. It is frustrating. The council should look after the existing businesses by not allowing new cafes to open.’