Customers visit a Paris Baguette store in Canary Wharf, London, in this handout photo released, Tuesday. The bakery brand said the store is its first franchised store in Europe. Courtesy of SPC

Korean bakery brand Paris Baguette has opened its first European franchised store in Canary Wharf, London, the firm said Tuesday, marking the brand's initial step in expanding its presence in the European market.

According to its operator, SPC, the latest Paris Baguette store is located on the first floor of Jubilee Place mall in London, offering 50 seats. Canary Wharf, known for its dynamic environment, benefits from high foot traffic due to the mix of nearby commercial facilities and residential areas.

It is the third Paris Baguette store in Britain and the first franchised store operated by an outside investor in Europe.

The new store will feature popular items from Paris Baguette's global outlets, including sandwiches, pastries and layered cakes, SPC said.

The franchisee of the Canary Wharf store is Wayne Stevenson, who lived in Korea 20 years ago. He was quoted as saying to SPC that he was attracted by Paris Baguette's taste and quality during his stay in Korea and decided to open a franchised store as soon as he heard about the brand's entry into Britain. He added that he believes Paris Baguette's quality products and brand will appeal to British consumers as well.

Paris Baguette first entered the European market in 2014 by opening a store in Paris and a store in Britain in 2022. Since then, it has been running directly managed chain stores in key commercial areas of Paris and London to better understand the local market and improve the brand's awareness.

With the new store, the brand now runs its overseas franchise business in three countries, including the United States and China. SPC said it plans to open more than 100 stores in Britain by 2030 and will expand its franchise business across Europe.

“With its well-developed franchise industry, the U.K. is a key hub for Paris Baguette's expansion into the European market,” an official at SPC said.

“Beginning with the first franchise store, we will expand our franchise business not only across the U.K. but throughout Europe.”

Paris Baguette now runs more than 600 stores in 14 countries — the U.S., Canada, France, Britain, China, Singapore, Vietnam, Indonesia, Malaysia, the Philippines, Cambodia, Thailand, Laos and Brunei. In the U.S. and China, more than 90 percent of its stores are franchised.