Vivel, the esteemed luxury patisserie renowned for its exquisite petit fours and timeless confections, is proud to announce its expansion into London’s iconic Selfridges department store. This milestone marks a new chapter for Vivel, which will bring its heritage of craftsmanship and dedication to fine pastries to a global audience.
A Legacy of Excellence
The story of Vivel begins with its founder, Shahnaz Bagherzadeh, whose passion for pastry-making was ignited during her childhood on her grandmother’s farm in Northwestern Iran. After moving to Dubai in 1987, Shahnaz began offering baking classes from her home while supplying some of the city’s most prestigious restaurants and hotels with her handmade delicacies. Over the years, she refined her craft by learning from some of the region’s most celebrated female bakers and chefs.
From its humble beginnings on Dubai’s Al Riqa Road in 1992, Vivel has evolved into one of the Middle East’s leading patisseries. Today, under the leadership of Shahnaz and her son, Ehsan Hosseini, Vivel has expanded globally, with stores in Japan, London, Baku, Geneva, Montreal, and across the GCC. The brand’s dedication to quality and tradition has cemented its reputation as a world-class patisserie house.
Global Sweet Success
Vivel’s expansion into Selfridges London marks another significant achievement for the brand, following the successful launch of its first UK boutique on Brompton Road last year. This growth reflects Vivel’s enduring appeal and the loyalty of its discerning clientele, who appreciate its dedication to artisanal excellence. With an ever-growing international following, Vivel continues to solidify its reputation as a leading name in fine patisserie.
Ehsan Hosseini, Managing Director of Vivel, commented on the expansion: “Bringing Vivel to Selfridges is a dream come true. Our journey has always been about creating pastries that stand the test of time—confections that are as rich in heritage as they are in flavour. We are thrilled to introduce our signature offerings to the heart of London and share our passion with new customers.”
Vivel’s presence at Selfridges will offer customers an exclusive selection of handcrafted pastries and petit fours, continuing the brand’s mission to create timeless treats that delight generations.
