The Catherine Salway-led business is understood to have secured premises in Westbourne Grove, Notting Hill.
The concept has been trialled in a number of pop-up locations including Holborn, Hackney and Portobello but Salway, the former group brand director at Virgin, has been searching for a permanent site for more than a year.
Speaking at M&C’s Future Pub conference earlier this year, she explained the attraction of the concept, which focusses on mocktails and vegetarian food.
She said: “People have less money and the technology now means that they don’t have to go out to socialise – they can do that through social media. Also, their parents’ attitude towards alcohol is a big factor. For people in their early twenties their parents are probably in their late 40s or early 50s and that is the generation that drinks the most. Theirs is nothing less cool than what your parents do.”
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