Award-winning gelato maker Swoon is set to open its first Winchester store on Friday, March 20 at 10 a.m., reviving the city’s tradition of artisan Italian ice cream at the former site of The Hatch on Parchment Street.
Bruno Forte, founder of Swoon, said the family’s century-spanning expertise drives every batch. "My Italian family introduced handmade gelato to the UK over a hundred years ago," Forte told reporters. "Swoon is very much a family business—my wife, mother, and sister all play key roles in crafting each flavor."
Key Points
- ✅ First Winchester store opens March 20 at 10 a.m. on Parchment Street
- ⚡ 14 flavors launching, including at least four vegan options
- 💡 First 120 customers receive free scoops to celebrate 120 years of Forte family heritage
The storefront now features black-and-gold signage with playful illustrations of popsicles, cups, and soft-serve styles, contrasting against the dark frame. Inside, illuminated signage reads: "gelato to fall in love with."
| Menu Highlights | Included | Exclusive Launch Offer |
|---|---|---|
| Gelato Flavors | 14 total, including vegan options | Free scoop for first 120 customers |
| Specialty Items | Gelato cakes, Swoondaes, milkshakes, cannoli | Neapolitan coffee and Sicilian brioche |
| Location | Parchment Street, Winchester | Former site of The Hatch |
Forte emphasized Winchester’s cultural fit for Swoon. "The city’s historic charm and appreciation for craftsmanship align perfectly with our values," he said. "Parchment Street is an ideal spot, and we’re eager to become part of this community."
💡 Pro Tip
Arrive early Friday to secure a free scoop and avoid long lines. First-come, first-served.
Swoon, founded in Bristol in 2016, has expanded to Bath, Oxford, and Selfridges Foodhall in London. The Winchester location marks its fifth UK outlet and first in Hampshire, reflecting growing demand for authentic Italian gelato beyond major cities.
📋 By The Numbers
- 5 — Total Swoon stores in the UK after Winchester launch
- 2016 — Year Swoon was founded in Bristol
- 14 — Number of gelato flavors launching in Winchester
Neighboring businesses welcomed the news. "Winchester’s food scene thrives on quality and creativity," said a local café owner. "Swoon’s arrival adds another layer of artisanal charm to the city."
The store will operate daily from 10 a.m. to 6 p.m., with extended hours during weekends. Forte hinted at seasonal flavors tied to Hampshire’s agricultural calendar, including strawberry and lavender varieties.
