Smatcha brings freshly stone-milled matcha to Oxford Circus with first high street site

London-born matcha and yuzu brand SMATCHA is set to open its first standalone flagship moments from Oxford Street, in early November

At the heart of the new store will be a traditional Japanese stone mill, handcrafted by a specialist Japanese stone mason. Shade-grown green tea leaves from Kyoto will be ground in small batches to produce freshly milled matcha in-store, bringing a centuries-old technique into a contemporary West End setting. The experience aims to connect customers more closely with the origins and craftsmanship of their drink.

The opening at No. 3 Princes Street marks the brand’s third London venue, following its locations at Westfield London and Brent Cross Shopping Centre, and a significant step in its growth since launching in 2024.

The new venue has been designed as a considered, contemporary space with Japanese influences, giving customers the choice to sit and savour a matcha or enjoy a speciality drink on the go. It represents SMATCHA’s ambition to make high-quality Japanese matcha approachable while staying true to the care and tradition behind it.

Traditional stone milling meets Oxford Circus

SMATCHA’s menu is built around ceremonial-grade matcha sourced from a family-run farm in Kyoto. Signature favourites include the Mango Matcha and Strawberry Matcha, both made with house-made fresh fruit compote. Two new drinks will also join the menu for the Oxford Circus launch: Oreo Matcha, made with real Oreo crumbs, and the standout Crème Brûlée Matcha, topped with rich, silky crème brûlée foam made fresh in-house. The Crème Brûlée Matcha puts a dessert-inspired twist on the classic matcha latte, with a creamy, sweet finish.

The brand’s Matcha Yuzu range pairs matcha with 100% Japanese yuzu juice, including the Violet Peach Yuzu Matcha, featuring a butterfly pea flower infusion, and the Passion Fruit Matcha Yuzu. The Super Matcha range is boosted with superfoods, priced at £5.50, and £4.50 for the regular Milk Matcha and Yuzu Matcha drinks. Every drink is made with oat milk as standard, with whole and coconut milk available, and superfood add-ons such as collagen, ashwagandha and maca cost 50p per scoop.

David Higgot, Head of Business Development at SMATCHA said: “Our ambition has always been to make exceptional Japanese matcha accessible without compromising on quality or the craft behind it. Opening our first standalone store in the heart of London is a major milestone for us. By bringing traditional stone-milling into the space, we want to give customers a closer connection to what makes matcha special, whether they are discovering it for the first time or enjoy it as part of their daily routine.”

The venue is designed for busy Londoners to matcha-and-go, with some seating inside and benches outside. Alongside drinks to enjoy in-store or take away, SMATCHA will offer ceremonial-grade matcha powder, tins, tools and home matcha kits for customers looking to recreate the experience themselves.

Sophie Moorcroft, Leasing Manager, Hospitality and Culture at The Crown Estate, added, "At The Crown Estate, we are focused on curating destinations that bring together established operators and innovative new concepts, creating places people want to spend time in. We're delighted to welcome SMATCHA to Princes Street, where its unique blend of quality, design and contemporary culture will add to the street's growing appeal."

SMATCHA opens later this month at No. 3 Princes Street, W1B 2LD, just a short walk from Oxford Street. It will operate from 8 am to 8 pm Monday to Friday, and from 9 am to 8 pm on Saturday and 11 am to 6 pm on Sunday.