Opening Hours
Mon to Sat: 9:00-17:00
Sun: 11:00-17:00
Address & Contact Details
14 Regent Street
St. James's
London
SW1Y 4PH
Get Directions
2 mins from Piccadilly Circus
5 mins from Leicester Square Q Park
Reserve a space
Walk-ins Welcome
Come and see us during opening hours or make an appointment for personalised assistance.
Experience SMEG In Person
Visit our London showroom, book a personal consultation, or arrange a virtual appointment at a time that suits you.
Visit Us Anytime Or Schedule An In-Person Appointment
Discover our extensive range of products over a friendly chat and a freshly brewed coffee prepared by our experts. By making an in-person appointment with a SMEG Specialist, you can make the most of your visit and discover the ideal options for your kitchen.
Email: stjames@smeguk.com ∙ Call: 0344 573 5573
Discover the range remotely with a virtual appointment
If you have a pre-purchase question or are just looking for some inspiration, our virtual appointments service can help. We can arrange a private meeting at your convenience, to discuss your requirements and answer any questions you have — wherever you are.
Why Visit Our Flagship Store?
More than just a showroom, our London flagship store is a premium destination where you can explore products in person, get expert guidance from our friendly team, and enjoy experiences you won't find online.
Find products you won't see online
Visit our flagship store to discover a selection of exclusive products, including premium knife block sets, and carefully curated gifts available only from our London showroom.
Discover SMEG in person
Explore one of the UK's largest displays of SMEG appliances, cookware and accessories in the heart of London's Regent Street. See colours, finishes and features up close, compare models side by side, and experience the craftsmanship that sets SMEG apart.
Expert advice tailored to your home
Whether you're choosing a coffee machine, range cooker or complete kitchen suite, our knowledgeable specialists are on hand to answer questions, explain features and help you find the right products for your home and lifestyle, no appointment needed.
Exclusive events & masterclasses
Join us throughout the year for exclusive events, product launches, coffee masterclasses and special guest experiences hosted at our Regent Street flagship store. Whether you're passionate about coffee, cooking or design, our events offer a unique way to experience the world of SMEG.
Taste the difference
Discover the largest display of La Pavoni coffee machines in the UK and learn the art of traditional espresso making. Call our team to arrange a demonstration so you can get hands-on before you buy.
Take home gifts and accessories today
From small kitchen appliances and cookware to beautifully designed accessories, many products are available to purchase and take away on the day, making the store ideal for last-minute gifts and special occasions. Call the store before your visit to check stock availability.
Discover the taste of Italy
Complete your visit by exploring organic cheeses, wines and balsamic products from Montecoppe, SMEG's family farm in northern Italy. A unique way to experience the heritage and flavours that inspire the SMEG brand.
Open at the weekends
Our London showroom is open over the weekend, so you can come and see SMEG appliances at a convenient time.
Saturday: 9am - 5pm
Sunday: 11am - 5pm
How to find us
Our London showroom is located in the heart of St. James’s, just off Regent Street.
Can't Visit Us Yet?
Explore our London showroom from wherever you are. Take an interactive 3D tour, browse the displays and get a feel for the space before planning your visit.
Please note: Products on display are subject to change over time.
Payment Methods
We accept major cards, contactless payments, Apple Pay and Google Pay.
Facilities
Step-free access into the store and between floors. Dogs are welcome.
Same-day London delivery options are available, subject to availability.
Legal
All sales at SMEG Regent Street St. James's are subject to the Store's Terms and Conditions, which incorporate our returns policy.
Frequently asked questions
Visiting the Showroom
Can I just walk in, or do i need an appointment?
Yes, you’re welcome to just walk in, no appointment is needed. Feel free to drop by during our opening hours, and our team will be happy to assist you.
Where can I see a specific appliance if you don't have it in the London store?
If we don’t have the appliance on display here, we can check our Abingdon showroom in Oxfordshire to see if it’s available there for viewing. Let us know which model you're interested in, and we’ll be happy to confirm availability for you.
Buying and Planning Your Kitchen
Can I buy direct from the store? What are the benefits of this?
Yes, you can buy directly from the store. Buying direct comes with several benefits, including competitive pricing, access to exclusive offers, visibility of a wide range of products and expert knowledge.
I'm not local to London. Can I still order through you?
Yes, you can still order through us even if you're not local to London, as we deliver all over the UK and mainland. We can email you a secure payment link so you can place your order remotely. Just let us know what you'd like, and we’ll take care of the rest.
Can I have a discount? Do you offer price matching?
Yes, we do offer price matching if it’s with a verified UK retailer. Just show us the offer, and we’ll be happy to take a look. You can also check out our current deals on our Promotions Page. Price matching offers will be applied to new products not graded, and items must be like for like.
Delivery, Installation and Services
Do you connect up the appliances?
Yes, we can connect the appliances for you. Connection, disconnection and removal services are available at an additional cost, and we’ll provide full pricing details upfront so you know exactly what to expect.
Can you ship abroad?
We don’t offer international shipping, but you’re welcome to arrange your own courier service separately. Just keep in mind that while making this decision, your warranty will be void, as we’re unable to guarantee the condition of the product once it leaves our care. If you decide to go this route, we recommend checking all the details with your courier to ensure safe transport.
Returns, Faults and Aftercare
Should I bring the appliance back to the store if something goes wrong with it?
If something goes wrong with your appliance, the first step is to go through our customer service portal. That way, you can log the issue and if the item is deemed faulty by our Customer Service team, you can bring it back to the store.
Can I get a gift receipt? Can I exchange my appliance if I don't like it?
We don’t offer gift receipts, and for any refunds, the original cardholder would need to be present. If the recipient would like to exchange the item, a new purchase would need to be made instead. Please note the item must be unused, in its original packaging and product box, in good sellable condition for us to process this.
Events and In-Store Experience
Do you do cooking demonstrations in store?
Yes, at times we do hold cooking events at the store. They’re a great way to see our appliances in action and get hands-on tips from our experts. You can check out our upcoming events and register through our Events page.
Do you build/design the whole kitchen?
No we don't, but we can definitely assist with key components. To ensure everything fits and functions perfectly, we recommend working with a kitchen designer or contractor who can assess your space and coordinate the full layout. We’re happy to collaborate with your designer to make sure our products integrate seamlessly into your plan by providing technical drawings.