Grocery shopping as a social event
A grocer, deli and seafood bar at The Whiteley, curated by foodies for foodies, on the spot where William Whiteley set out to be a tastemaker in 1863.
Quality and service, since 1863.
The idea
Old world charm, modern convenience
Quality & service. It is on the badge, the awning and the paper bags.
Willy's harks back to a time when grocery shopping was a social event. Old world charm, with all the modern convenience of fresh, seasonal and international food under one roof.
Curated by foodies for foodies. The quality of the produce is at the heart of everything, and a friendly, personal approach to the shop floor is what we hope brings the Whiteley's residents and the rest of Bayswater back week after week.
We champion London based suppliers alongside the best food products in the world. William Whiteley set out to be a tastemaker on this spot in 1863, and Willy's picks that up again.
The shop
Eight counters, one room
A central deli with the counters round the edge, the seafood bar in the middle and the terrace on Queensway. Everything you can eat here, you can take home.
Concept visual by Fabled Studio. Photos of the finished shop replace this at launch.
Fishmonger
Mostly day boat caught, fresh British fish.
Butcher
The best of British cuts and charcuterie.
Cheesemonger
The best of the best, cut and weighed to order.
Bakery
Locally baked and delivered daily. Once it is gone, it is gone.
Deli
Salads, soups and sandwiches made in house by our chefs.
Ready made
Specialist dishes made by our chefs to heat at home.
Wine
A wide selection, many available to try by the glass.
Coffee & viennoiserie
Mostly to go, with a few stools if you want to stay.
The team
The people behind the counters
Rebecca Boland
Founder & Director
Rebecca has 20 years in hospitality and food retail, working for some of the world's best known names including Harrods, Zuma and Minor International, before founding More than Milk, a hospitality and food retail consultancy that works internationally.
During lockdown she helped create and build Notting Hill Fish Shop and Supermarket of Dreams with their founder, opening a second pop up in St John's Wood on the back of the original Holland Park shop's success.
At Willy's she shapes the range and the services around the people who actually shop here: the Whiteley's residents and the neighbourhood around it.
Tiff
Culinary Director
Tiff has cooked for over 16 years in some of the world's most renowned restaurants. A native Canadian, she settled in London as Sous Chef at Chiltern Firehouse, where she found her passion for sourcing the best produce and local suppliers.
Tiff and Rebecca first worked together at Notting Hill Fish Shop, then opened Supermarket of Dreams, where Tiff ran all the in house made food, supplier liaison and, later, the full product range.
Alongside her own private dining business, Tiff oversees the Willy's range, purchasing and compliance, and leads the in house chefs.
Since 1863
A pin to an elephant
William Whiteley promised to sell anything from a pin to an elephant. The elephant is still on our bags. We stick to the food.
1863
William Whiteley opens his first drapery on Westbourne Grove and grows it into London's first department store, the Universal Provider.
1911
The grand Queensway building opens, with its dome, its clock and its columns. It is the building Willy's sits in today.
2020
During lockdown Rebecca and Tiff help build Notting Hill Fish Shop and Supermarket of Dreams, then a second pop up in St John's Wood.
2025
The Whiteley reopens after its restoration. Fabled Studio draws up the Willy's concept: a central deli, counters round the edge, a seafood bar and a terrace on Queensway.
Now
Willy's opens with eight counters, same day delivery and a basement for supper clubs. The first reviews are yours to write.
Curated by foodies, for foodies.
Shop the counters
Curated by foodies, for foodies.