London-born matcha and yuzu brand SMATCHA has opened its first standalone flagship, moments from Oxford Street, marking a significant milestone in the brand’s growth.
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To celebrate its new opening, on Thursday 19th November, from 10am to 4pm, SMATCHA is giving away free matcha to guests who show that they are following @smatchalondon on social media*.

At the heart of the new store is a traditional Japanese stone mill, handcrafted by a specialist Japanese stone mason. Shade-grown green tea leaves from Kyoto are 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 new venue at No. 3 Princes Street marks the brand’s third London location, following its sites at Westfield London and Brent Cross Shopping Centre, and a significant step in its growth since launching in 2024.

The 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.

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 have also joined the menu at the Oxford Circus site: 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 £4.75 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 offers ceremonial-grade matcha powder, tins, tools and home matcha kits for customers looking to recreate the experience themselves.

Now open at No. 3 Princes Street, W1B 2LD, just a stones throw away from Oxford Street, SMATCHA welcomes customers Monday to Friday from 8am to 8pm, Saturday from 9am to 8pm, and Sunday from 11am to 6pm.

For opening updates and to grab your free matcha, follow @smatchalondon on Instagram and TikTok or visit the website at www.smatchalondon.com.