Due to open in September, the venue will offer high-quality Iberian hams, specialist cheeses, olives, wine, champagne and other delicatessen products. The dine-in section will feature Jamón sandwiches with bread baked on site, and tasting of the different products for sale in the store.
“Part of the philosophy of Enrique Tomas is to educate about the different Iberian Jamón flavours, those are best perceived when pairing with other products such as wine, which enhances the experience and allows customers to understand the subtle variations in taste.
"Furthermore, Jamón is a key element in the Spanish tapas culture and we wanted to bring the whole experience to London, therefore the need of a dine-in area. Having the dine-in option also allows customers to taste and buy the product on site. Enrique Tomas is trying to create a culture about the different tastes and allow customers decide what is their favourite,” explained Luzma Rodriguez, spokesperson for Enrique Tomas.
UK market
Founded in Barcelona in 1982, Enrique Tomas will not alter its formula for the UK market, but sees the London venture as an opportunity to adapt its concept for a more international audience. For example, regular tasting sessions and courses about Iberian ham will be part of the development of this worldwide shop concept.
“There is already a big interest for Iberian Jamón in the UK, millions of tourists have had the opportunity to taste it during their visits to Spain, and Enrique Tomas offers now the opportunity to purchase and taste a very high quality ham in London.
“Soho is the epicentre of food in London with possibly the most diverse and creative restaurant and retail scene in the world. It is also a global showcase for new food concepts and it just made sense to do the UK launch in this location, where customers are very educated but also open to experience food from all over the world,” added Rodriguez.
The split-level 988 sq. ft. property on Wardour Street was secured by Shelley Sandzer.