It's Bagels opens fourth London branch in Hampstead
The New York-style bakery, founded by Dan Martensen, has brought its signature bagels to Hampstead High Street.
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A new bakery, It's Bagels, has opened its fourth London branch on Hampstead High Street. The shop, which offers New York-style bagels, began trading on 28 September 2026. It's Bagels was established by fashion photographer Dan Martensen, who aimed to recreate the authentic taste of his home city's bagels. He collaborated with baker Jack Ponting of Caravan to develop a chewy interior and a crusty, malty exterior for the bagels.
Menu and Pricing
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The Hampstead branch features a retro 1980s design, with New York-themed artwork and memorabilia. Customers can build their own bagels or select from a menu. Popular choices include 'The Works', which contains lox, pickled onion, caper, cream cheese schmear, and lemon, and 'The New Yorker' with pastrami, pickles, and mustard. A reviewed item, 'The Secret Salt Beef' with pickles, mayonnaise, mustard onions, and Swiss cheese, was priced at £12. Bagels start at £6 for a plain option with schmear, rising to £7.50 with a fried egg. Many other options, such as tuna salad, egg salad, BLT, or bacon egg and cheese, are available for £10.
The most expensive item on the menu is 'The Works', priced at £13.50. The bakery also offers coffee, with a cappuccino costing £4, and a selection of drinks such as matcha and fruit juice. A single large cookie is available for £4.
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Background
The first It's Bagels opened in Primrose Hill in 2023, reportedly drawing queues of customers. The Hampstead High Street store is the fourth location to open, following the original branch and subsequent openings in other areas of London. The shop's interior includes dark blue paintwork, a cream striped awning, and blue and cream chequered floor tiles, with seating available for customers.
Questions this report answers
+When did the new It's Bagels open in Hampstead?
The new It's Bagels branch on Hampstead High Street opened its doors on 28 September 2026. This marks the fourth location for the New York-style bagel bakery in London.
+How much do bagels cost at It's Bagels?
Bagels at It's Bagels start at £6 for a plain bagel with schmear. Options with a fried egg cost £7.50, and many other filled bagels are priced at £10. The most expensive item, 'The Works', costs £13.50.
+Who founded It's Bagels?
It's Bagels was founded by Dan Martensen, a fashion photographer who wanted to recreate authentic New York-style bagels. He worked with baker Jack Ponting from Caravan to develop the recipes.
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