We can't wait to welcome you to our flagship London store, located in prestigious Regents Street, St James's and just a stone's throw away from Piccadilly Circus.
Inside the store, there is a wide range of products on display. and you'll find knowledgeable staff on hand ready to help you find the best appliances for your needs.

If you're not able to visit us, we also offer 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 [email protected] 

Please visit www.smeglondon.com or call 0344 557 9907 for more information

Take the tour

Want to take a closer look? Why not use our 3D virtual tour and browse the appliances on display on every floor of Smeg's London showroom?*
You will also find hotspots that, when clicked, provide useful information to assist you.

*Products on display are subject to change over time.



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 [email protected] to make an appointment via Zoom, WhatsApp, Skype or Facetime.

Please visit www.smeglondon.com or call 0344 557 9907

Book an Appointment

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