It's Bagels opens fourth London branch in Hampstead
The New York-style bagel shop, founded by fashion photographer Dan Martensen, celebrated its opening with a community event.
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A New York-style bagel shop named It's Bagels has opened its fourth London branch in Hampstead. The new venue is located at 60 Hampstead High Street and officially opened its doors to the public on Monday, September 28. To mark the occasion, the shop hosted a 'back to school bash' for the local community, offering free bagels, drinks, and school supplies.
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The It's Bagels brand was founded by fashion photographer Dan Martensen. Martensen, originally from New York, moved to north London during the pandemic and sought to replicate the authentic bagels he missed from his home city. He collaborated with baker Jack Ponting, formerly of Caravan, to develop a bagel with a specific texture: a crusty, malty exterior and a moist, chewy interior. The first It's Bagels shop opened in Primrose Hill in 2023, reportedly drawing long queues. Subsequent branches have opened in Notting Hill and Soho before the latest Hampstead opening.
The Hampstead branch is primarily designed for 'grab and go' service, although it does offer seating. Customers can select from a range of bagel flavours including plain, sesame, everything, garlic, cinnamon raisin, poppy, and onion. These can be customised with various fillings and cream cheese 'schmears'. Menu highlights include The Works, featuring schmear, lox, capers, onion, lemon, and seasonal tomato, and the BEC, which contains bacon, egg, and cheese. The shop also offers meal deals, drinks such as beer and matcha tea, and chocolate chip cookies.
Dan Martensen, who has photographed notable figures including Ed Sheeran and Naomi Campbell, stated that Hampstead is a "great fit" for his business. He cited the neighbourhood's community feel, architecture, families, and Hampstead Heath as appealing factors. Martensen indicated a preference for establishing businesses in strong neighbourhoods over purely commercially viable locations. He expressed enthusiasm for integrating the shop into the Hampstead community, envisioning it as a convenient stop for residents before activities like walks on the Heath or school drop-offs.
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The shop's branding incorporates retro 1980s styling, featuring paper bags with a yellow smiley face and the phrase 'have a nice day', alongside vintage posters referencing New York bands and locations.
Questions this report answers
+Where has It's Bagels opened its new branch?
It's Bagels has opened its fourth London branch at 60 Hampstead High Street in Hampstead. The shop officially began trading to the public on Monday, September 28.
+Who founded It's Bagels?
The New York-style bagel shop was founded by fashion photographer Dan Martensen. He established the brand after moving to north London and missing authentic bagels from his home city.
+What kind of food does It's Bagels offer?
The shop offers a variety of bagels with different fillings and cream cheese options. Menu items include The Works, the BEC (bacon, egg, and cheese), meal deals, drinks, and chocolate chip cookies.
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