Schoon Bakery was one of my favourite spots in Stellenbosch, with their fresh bakes (those olive bread sticks!), artisan coffee and boutique wines, all sold from their corner spot at the bottom of Church street. So I was sad to hear they had closed up shop, but also excited to hear about their upcoming adventure.
A couple of months on, and it has finally been revealed that the popular artisan eatery will be relaunching in Somerset West. The move comes after a strategic restructuring by husband and wife team Fritz and Chanelle Schoon, who wanted to return to the core of their business.
A deliberate scaling down allows them focus on what matters most: delicious food, sustainable and real ingredients, a sense of community – and of course quality bread. “We had to make major restructuring decisions in order to refocus on the simple components that we enjoyed in our small bakery a couple of years ago – amazing bread, great food and speciality coffees within a warm, intimate atmosphere,” explains Fritz.
Somerset West was a natural fit, with an established customer base that would travel all the way to their neighbouring town to visit the bakery. “We’ve always received so much support from our Somerset West following,” says Fritz. “Parking in Church street was a serious challenge, but they came nevertheless. They also responded amazingly when we made some bread products available at the Slow Market. Our new Somerset West outlet is our way of saying thank you.”
They are also launching their digital storefront on the Advance app, which allows customers to pre-order and pay for goods with their smartphones (and avoid the disappointment of sold-out bread). Customers are welcome to stop by for a sit-down meal or to grab a takeaway coffee, with the bakery open early even on the weekends.
More small-style outlets are set to follow the Somerset West launch, and they have plans to return to Stellenbosch. “We promise we are coming back,” says Fritz, “and we will re-open in Stellies. We are very excited about the plans we have in place.”
Fritz and Chanelle have more exciting dreams for the SCHOON brand. One idea is the SCHOON Manufactory, a creative space consisting of an experimental kitchen and grain-focused bakery and patisserie. This will allow Fritz and Chanelle to nurture their ideas and continue growing in the commitment to producing world-class food made with pure, whole ingredients; and aimed at improving customer wellbeing.
In addition, SCHOON aspires to offer a platform where people can create positive change in the community through quality food production, by connecting and collaborating with local producers and re-establishing sustainable agriculture practices. Fritz adds, “We love food… the farming behind it, both the old and new methods of production, and especially the eating and enjoyment of it. Food is our calling and we have dedicated our lives to it.”
SCHOON opens at the end of August at 3 Bright Street, Somerset West. For more, visit