Smeg London Flagship Store - Showroom - Visit Us | Smeg UK

Our flagship London store has now re-opened and we can't wait to welcome you back!

If you're not able to visit us just yet, we are still offering virtual tours, 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. Appointments can be made by emailing 

Please visit or call 0344 5735573 for more information


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.


Should you have specific questions, we recommend contacting us ahead of your visit to make an appointment, ensuring we can discuss your requirements in more detail with a member of our team. 

Currently our opening hours are:

  • Monday - Saturday 9.00 - 17.00
  • Sunday - 12.00 - 18.00

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.

Please visit or call 0344 5735573

Book an Appointment

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