EL&N, a "Happy brand" opens its doors in Düsseldorf

Fashion, 14 September 2023

EL&N, a "Happy Brand" opens its doors in Düsseldorf

A first base in Germany, followed by an Europe-wide expansion.

EL&N, the London-based gourmet café chain, opened today in Düsseldorf on Schadowstraße. A preview was held on Tuesday, attended by the London team and even the brand's owner, Alexandra Miller.

Founder Alexandra Miller at the opening in Düsseldorf

©Uwe Erensmann

New EL&N Cafe in Schadowstrasse ©Uwe Erensmann

Düsseldorf, 2 September 2023: Fashion, 14 September 2023: EL&N, the London-based gourmet café chain, opened today in Düsseldorf on Schadowstraße. A preview was held on Tuesday, attended by the London team and even the brand's owner, Alexandra Miller. Dressed in a tight black leather dress, you really couldn't miss her. After greeting her guests, however, she sat back at the table and worked with her team. And along the way, she critically inspected the café to make sure that all areas were perfect photo locations. Then she realised that she was not yet completely satisfied with the light. That is very important, because after all it is an Instagrammable Cafe.

Guests at the preview often turned up in rosé entirely in homage to the café. Among them were the cities fashion icons Kati Schön, Petra Dieners and designer Gitta Banko. Models and influencers like Annika Gassner, Nadine Hinkel, Gerda Lewis and Nathalie Strommel. RTL presenter and royal expert Sarah Viktoria Zaczek, as well as star hairdresser Mrs Simmons. The Managing Director of Fashionnet e.V. Sarah Vieten. The CEOs of the luxury department store Breuninger, Andreas Rebbelmund and David Zimmermann were also present. And all the Influencer personalities in Düsseldorf.

©Uwe Erensmann

Why pink?

We spoke to Sahar, Head of Global Marketing. "Pinks is psychologically a very happy colour," Sahar answers. "We are fans of happy brands. When we opened the first cafe in London 6 years ago, there was nothing like it." She goes on to say that they were practically the first to open such a flower-decorated café. And that's exactly why they quickly became famous. Flowers would be very important, but they would also weigh it up with the country's traditions. In South Africa, for example, they would have opened with slightly fewer flowers.

Düsseldorf was the first stop in the German expansion, followed by a Europe-wide expansion.

Germany was the first country EL&N wanted to expand into. We ask them why they chose Schadowstrasse in particular. "We just loved the city of Düsseldorf. Also the shopping streets reminds us a lot of London." Schadowstrasse, Sahar say, is very similar to Oxford Street, the street where they opened the first cafe. The people, the beautiful shops and the atmosphere would be everything that would also make up their brand. It would not be a franchise business, but a partnership. With her global team, Sahar now travels to each opening. The next stop would be Warsaw. And yes, they would be opening more cafes in Germany very soon, but unfortunately she can't reveal where.

What does the EL&N Cafe offer?

The aim is to be a mixture between fashion, lifestyle and beauty. This includes offering a very wide range of dishes and cocktails. The inspiration for the dishes and drinks often comes from the catwalk, hence the decoration.

Who can afford it?

The prices seem to be quite moderate, drinks start from 3 euros to 12 euros. There is a scan code at the table where you can read the prices. There is also a showcase with gift ideas like Mug To go, and scented candles. Because that's also on the agenda. An Expansion into a beauty brand.

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By Lizzie Fedi, editor -in-chief A Düsseldorf Channel