It's Bagels is the brainchild of New York-born fashion and portrait photographer Dan Martensen, who launched the brand in partnership with Jack Ponting, head baker and pastry chef for Caravan.
The pair debuted their It’s Bagels concept at the Caravan Roastery in Camden, and went to operate it as a delivery service on Slerp that was available across the capital.
Taking on the former Primrose Hill Butchers, It's Bagels' permanent site will a bakery kitchen in the back, a service counter and dining in the front of the shop, as well as terrace tables out at the front.
The design will take its cues from classic New York bagel establishments.
Discussing his inspiration for the brand, Martensen said: “Like most New Yorkers, for most of my life, great bagels have been part of my day to day. So, whilst I have huge respect for London’s East-End style bagels, I was disappointed not to be able to find a decent New York bagel anywhere when I moved to the UK a few years ago.
“Fast forward and we’re over the moon that Londoners seem to love our remedy to that. We’re further astounded by our good fortune in securing the most perfect site to dispense our bagels in Primrose Hill. We can’t wait to open.”
The Primrose Hill menu will feature a range of freshly-baked bagels made on site daily with flavours such as poppy, plain, sesame, garlic, and onion. There will also be the range of cream cheese ‘schmears’ available along with a selection of smoked fish, deli salads, hot and cold drinks, all available to eat in or take away.