Gail's bakery is set to open inside Brixton Tube station on Friday, October 16, with locals taking to social media to claim 'Brixton has fallen.'
The opening date was announced after plans were revealed this summer, and the store is now almost ready to serve its first customers, with boards removed from windows to reveal the Gail's logo and counters inside.
While some welcome the arrival of the brand's sourdough loaves and pastries, others are less enthusiastic. On TikTok, local @emmiles2 filmed the location at 439 Brixton Road, captioning the video, 'Am I hallucinating?' In the comments, others joked it's a sign 'Brixton has fallen,' while @aar0n.nt wrote, 'Brother, who even is Gail man?' On Instagram, @chai.knee said: 'God, if you're listening, please don't let them last a month, amen.'
Similar protests across London
Other Gail's openings in London have generated similar reactions. In Walthamstow, residents were concerned about the chain's arrival on Orford Road, with a petition started to avoid Gail's 'overshadowing… much-loved local stores,' but it has been trading for two years. In Archway, business owners claimed the move was a step along the 'path to gentrification,' yet the cafe opened in February.
Against the latest backlash, Gail's said it plans to become part of the Brixton community, joining the Magic Breakfast initiative, which delivers breakfasts to children in need across the Lambeth area free of charge.
Changing landscape
Other large chains have opened in Brixton in recent years, including Pizza Express and Itsu, with a Pret already by the station and an M&S that recently had a makeover. However, smaller local businesses are suffering. Brixton Station newsagent, located within the concourse, was forced to close this year after operating for 36 years, formerly run by Pritesh Patel. Transport for London more than doubled its rent demands amid plans to refurbish and drastically increase the size of the unit.
Housing prices have also risen sharply. According to estate agent Hampton's, between 2019 and 2024, the average rent in the area increased by 32%, while Rightmove figures show that over the last year, a typical home has sold for £570,603.
Local reaction
Nathan, 28, who is Jamaican but was born and raised in South London, notes how Brixton is important to the Caribbean community, given it's where many of the Windrush generation settled. He tells Metro that he 'hates' that a Gail's is arriving in Brixton.
'Every time a new Gail's pops up in parts of South London I grew up in, I feel uneasy,' he says. 'Brixton is already very gentrified and it's right by the station so great for commuters, but I have no excitement for it.'
However, Nathan highlights Gail's is simply adding to a changing landscape, adding: 'This has been the case last 10 years or so, with middle class, working professionals moving in. It makes me uncomfortable, and when it happens slowly over time you don't notice it as much. It's been a while since Brixton looked like it did when I was a kid.'
A spokesperson for Gail's told Metro: 'We know Brixton has a strong sense of community and a brilliant mix of independent businesses, and we appreciate how much that means to local people. We're excited to bring an empty space back to life, create 15 new jobs and become a positive part of one of the best neighbourhoods in London. That means giving back, too. From sharing our surplus bakes with local charities to supporting 20,000 school breakfasts for children across Lambeth.'
