The story
Fortitude Bakehouse brings a distinct approach to London craft baking, rooted in the combined expertise of founders Dee Rettali and Jorge Fernandez. Dee trained alongside French patissier Justin De Blank and later shaped the early farmers market scene before overseeing large-scale production. Her travels through North Africa deeply inform the kitchen’s technique, while Jorge’s background running specialty coffee roasters ensures every pour matches the quality of the baked goods. They launched the Bloomsbury project in 2018 after years developing sourdough lines and curating ingredient relationships across the UK.
The menu leans heavily on slow fermentation and precise ratios rather than complex decoration. Fat, flaky sausage rolls sit beside brioche bostock brushed with brown butter, offering a sturdy foundation for morning service. Sweet offerings follow similar discipline, featuring beignets filled with chocolate, cardamom, and clementine cream that balance richness against bright citrus notes. This disciplined approach to craft baking prioritises texture and ingredient integrity over heavy glazing.
The location sits quietly off a cobbled mews near Russell Square. The interior stays modest but attractive, leaving room for customers to settle into wooden benches when the weather turns bright. The Good Food Guide recently recognised the bakery as a Local Gem, highlighting how consistently it satisfies both museum visitors and established neighbourhood regulars. That dependable cadence defines the daily experience more than any grand architectural statement.
Recognition
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