Smeg Flagship Store

Smeg Flagship Store

Smeg St James's, our Flagship Store, is located in Central London on Regent Street.


Unfortunately due to COVID-19 and the latest government restrictions, the store will be temporarily closed from 20th December 2020. The store is offering virtual tours, a click and collect service and taking enquiries over the phone. Please visit or call 0344 5735573


Supporting customers unable to visit Smeg St James’s in person is important to us, so we’ve set up a new online by-appointment service. Designed to answer any pre-purchase questions you may have, whether you’re looking to see a product close up, understand a product feature and how it works, or for general inspiration on the breadth of the product range, we’re here to help.

We will set up a private meeing where we can answer all your questions using your preferred method of contact including: WhatsApp, Zoom, Facetime or Skype

To book, simply email us at 
with the following information:

  • When are you available between Monday- Friday 10.00am-4.00pm
  • Any info on what you’re looking to discover which will help us prepare


Set over 3 floors in an iconic, centally located position in the lower part of Regent Street lies Smeg St James'. Standing at the gateway to the historic St James's market, Smeg is surrounded by high end restaurants and boutiques, minutes walk to theatreland. 2 minutes north of the store is Picadilly Circus, and south is Pall Mall. 

A true experience, during a visit to Smeg store you'll uncover a cooking theatre and huge extended display on the lower ground floor. Guests can take a look at iconic collaborative products including Dolce&Gabbana, FIAT and Disney,


With over 300 products on display, pop in-store to browse both large and small appliances from across Smeg's extensive design collections and talk to our knowledgable team on the best models to suit your needs. Whilst in-store, you can also purchase organic cheese, wine and balsamics from Smeg's organic farm shop, Montecoppe, plus take a look at iconic espresso machines from La Pavoni, the high end Milanese coffee machine maker since 1905.


Unfortunately, due to COVID-19 and the latest government restrictions, the store will be temporarily closed from 20th December 2020.

Should you wish to make a virtual appointment with us, we can also deliver private video tours and expert pre-purchase advise remotely. Simply email to make an appointment via Zoom, WhatsApp, Skype or Facetime.

We are also able to receive phone calls and can offer a click and collect service. Please visit or call 0344 5735573