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Celebrated Artisan Baker Turns Market Stall into Mayfair Shop

Isidora Popović’s Popina will open on Duke Street in February after 20 years of market trading

Isidora Popović, the celebrated baker behind one of London’s most recognisable market traders, is set to open her first brick-and-mortar site, Popina, on Mayfair’s Duke Street in mid February.

Established by Popović in 1998 while she was studying at Goldsmiths, Popina has been trading for nearly two decades at over 20 prominent market locations, including King’s Cross and Portobello markets, and released a cookbook — Popina: Book of Baking — in 2010.

The new venture will comprise both a café and deli-style provision, focussed on the (sweet and savoury) artisanal pastries, pies, quiches and cakes for which Popina has become known, and an all new daily menu that will include kedgeree, homemade stews and curries, and a range of “vibrant salads.” Popina is expected to continue the commitment to quality produce for which the market stalls have drawn such a loyal following, where the flour, eggs, cheese and fresh vegetables used in her baked goods have traditionally all been sourced from British producers.


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