About Us
Celebrating 40 years - from 1985 to today
About Us
Celebrating 40 years - from 1985 to today
Our History
Jeroboams began life in 1985 as a cheese and wine club founded by Peter Rich. The first shop opened in South Kensington, specialising in fine cheeses, oils, vinegars and wines. What started as a passion project quickly became a neighbourhood favourite and a respected name in London’s wine scene.
Since then, we’ve grown to ten locations across some of the capital’s most characterful neighbourhoods, becoming a go-to for wine lovers, fine dining venues, and collectors alike.
Built on Heritage
Our story stretches back even further. With the acquisition of Laytons Wine Merchants, Jeroboams’ roots now reach to 1935 - when Laytons began importing fine wine for London’s top restaurants. Laytons would go on to become one of the most trusted names in UK wine, even representing icons like Château Latour.
Today, that same expertise continues through Jeroboams Trade, supplying London’s most exciting restaurants, bars, and hospitality partners.
Our Philosophy: People First, Always
We believe great wine is about connection. Whether you’re shopping in-store, speaking to our Fine Wine team, or browsing online, you’ll experience the same values.
We’re proud to serve everyone from first-time buyers to seasoned collectors, always with warmth and genuine expertise.
Respect
Curiosity
Integrity
In every recommendation
Excellence
Wines Worth Sharing
Led by Master of Wine Peter Mitchell, our buying team works directly with producers who share our commitment to quality. From legendary domaines to lesser-known vineyards off the beaten track, our range is built on trust, taste and long-term relationships.
Ten Shops, One Standard
Our London locations - from Belgravia’s Elizabeth Street to Chelsea’s King’s Road - are welcoming, beautifully curated spaces for tasting, browsing and talking wine. Expect knowledgeable teams, handpicked bottles, and that just-right recommendation.
Sustainability At Heart
From sourcing and transport to packaging and shop operations, we’re committed to making responsible choices across our business. And we’re proud to work with producers who care for their land and communities as much as we do.
