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Our Story

Patisserie Valerie all started with Theophile Vermeirsch (Theo) who was born in Antwerp in 1898. He first came to London with his family as refugees from Belgium in the First World War. During this time, he worked as a pastry chef. The family returned to Belgium some time in 1918 and in 1922 he married Esther Van Gyseghem, born in 1900 in Oostende. Together they returned to London and opened a Belgian patisserie in 1926 on the corner of Dean Street and Old Compton Street in London’s Soho and called it "Patisserie Valerie”. Theo ran the bakery and Esther looked after the finances and front of house. Esther was fondly referred to as “Madame Valerie” by her customers.

They were joined in the early thirties by Albert Joseph (Joe) Vermeirsch, Theo’s brother. He was born in London in 1915 and worked with Theo until he joined the British army at the start of the Second World War. In 1941 the patisserie was bombed but reopened in Old Compton Street soon after. Joe, returned to the bakery at the end of the war.

Sadly, Theo died in 1947 and Esther continued to run the business with Joe and her brother, Albert van Gyseghem. They sold the patisserie in 1965 and Esther retired. She later died in 1975.

Fast forward nearly 100 years Patisserie Valerie now has 67 patisseries located throughout the UK, and a central bakery in Birmingham.

One of the key factors of our success has been to build a strong reputation based on the quality of our lovingly handmade cakes and patisserie, using only the freshest ingredients and traditional baking methods. These are products that we are incredibly proud of.

From stunning whole cakes, to delicate patisserie to our famous Afternoon Teas, we believe we have the perfect range of products to delight all of our loyal customers both old and new.

Our mission is to create memorable experiences and play a part in the journey of our customers lives. Our feeling is that our stunning collection should be accessible to everyone. So have a good look around and see all the amazing products we have to offer.