Fabrique, the Swedish artisanal bakery founded in Stockholm in 2008 by husband and wife David and Charlotta Zetterström, has been steadily gaining momentum in New York City, not only with its newly opened downtown Manhattan location, but also with the fashion crowd.
During New York Fashion Week last month, Fabrique provided breakfast at the Carolina Herrera show, offering delicious Swedish pastries and sourdough backstage for creative director Wes Gordon’s team and guests. Prior to this, the company provided bread — including its Danish rye, baguettes, levain sourdough and fan-favorite cardamom buns — for the Sotheby’s Old Masters Dinner, catered by Acquolina, in February, adding to their emphasis on melding the arts and food.
Sourdough by Fabrique.
Courtesy of Fabrique Bakery
“We want to be this neighborhood artisan bakery where you can trust your bakers, go there every morning and have your bread,” Zetterström told WWD. “We love to work with other craftsman brands. When we started expanding into London [in late 2012], very soon after that we started working with Monocle magazine, who opened up a small cafe [The Monocle Café] and have been providing them with our pastries and bread ever since.”
The company has also collaborated with the likes of Selfridges in London, Fortnum & Mason and other European partners over the years. Furthermore, Fabrique has recently partnered with luxury Swedish fashion brand Toteme to offer customers complimentary cookies in the fashion company’s two New York stores, as well as in their Stockholm and London locations. The seven sweet cookies play into the historical Fika tradition from Sweden, and are also available at Fabrique bakeries.
Inside Fabrique Bakery’s new New York City location.
Courtesy of Fabrique Bakery
“In Sweden, we have seven different sorts of cookies, so we are baking small cookies for Toteme to have in their London and New York stores. It’s a nice collaboration and [is a] new way of getting people to know our brand,” Zetterström said. In terms of their partnerships, he added that Fabrique chooses to align with those who have the “best products possible,” and share the core values of high craftsmanship.
These activations follow the Swedish bakery’s growth from a neighborhood stone-oven bakery into an international one known for its naturally fermented rye loaves, sourdough and seasonal Swedish pastries. This work, including their long-standing commitment to exceptional ingredients, close relationship with local producers (including its mill in upstate New York that closely matches the grains used in Sweden) and craftsmanship helped the company achieve the acclaimed title of “Purveyor to the Royal Court of Sweden” in 2024.
David Zetterström in the Fabrique Bakery.
Courtesy of Fabrique Bakery
Its organic growth, noted without external investment, has allowed the company to open and operate 22 locations across Sweden, seven in London and three, including Monday’s opening at 32 Old Slip, in New York City.
Going forward, Zetterström told WWD he’s planning to open another location in New York City; has specialty projects in the works with new creative partners on exclusive goods and is working on opening up its bakeries to teach the community, including for those in the fashion industry, about its baking process.