Romance readers know a thing or two about craving, whether it’s a slow-burn enemies-to-lovers arc, a morally gray love interest, or just five more minutes with a fictional man who calls his partner “darling” with menace. And now, London has a physical place to satisfy all those cravings: Saucy Books, the city’s first romance-only bookshop, which opened in Notting Hill to an absolutely frenzied reception.
RelatedThe Allure of Dark Romance: Why Readers Are Drawn to Dangerous Love Stories
Opening Weekend Frenzy
Due to high demand during its opening weekend, Saucy Books had to implement ticketed entry to manage crowds.
Videos showing the store’s interior and displays quickly gained traction on TikTok and Instagram, contributing to a surge in visitors. For example, a store tour video posted by TikTok user @haj.editss received over 16,000 likes (featured below), with many commenters expressing excitement and tagging friends to visit. This online buzz highlights how Saucy Books has become both a physical and social media sensation
@haj.editss Just visited London’s first ever romance store “Saucy Books” and oh my GOD you guys have to go. It’s near Notting Hill (location tagged below) and the best part? The theme changes every 3 months 🫶🏼 This month it’s giving summer, beaches, sirens, seashells, and soft sunshine ✨ Literally a romance girl’s dream. The way Sarah has taken care of every tiny detail… it’s just so so pretty. I’m actually obsessed. London girlies, it officially opens tomorrow Wednesday 18 and you’re going to LOVE it 🐚💖📚 Huge thank you to @Saucy Books for inviting me to visit it early. I’m absolutely honoured and can’t wait for more exciting events! ADDRESS IS 📍 232 Westbourne Park Road, London W11 1EP #romancebooks #saucybooks #bookshop #londonbookshops #BookTok ♬ original sound –
Inside The Aisles
Step inside Saucy Books and you’ll find a bright, welcoming space dedicated entirely to romance fiction.
The shelves are organized by popular romance tropes like fake dating, forced proximity, and second chances. The store features a dedicated “Smut Hut” section for erotic fiction and includes cozy reading areas designed to invite visitors to browse and linger. Though there aren’t official spice-level ratings, the store’s playful and colorful aesthetic reflects the wide spectrum of romance genres it carries.
And it really is.
Romance, once dismissed as fluff or guilty pleasure, has become the fastest-growing genre in the industry, fueled by BookTok’s insatiable appetite for love stories in all their forms. Readers aren’t hiding their paperbacks anymore; they’re flaunting them, annotating them, filming live reactions to third-act breakups.
The craving is not just for the stories themselves, but for the full sensory experience. Saucy Books understands that. It’s not just a store, it’s a stage for passion.
RelatedWhy Everyone’s Talking About These Enchanted Romantasy Balls Right Now
Community, Connection, and Spice
There’s also an unexpected sense of community inside those walls. Saucy doesn’t just sell books, it hosts author meet-and-greets, trope-themed book clubs, and steamy trivia nights. The shop has quickly become a haven where readers can gather, gush, and giggle over fictional crushes without a hint of irony.
If you’re craving connection in a world that often makes romance feel silly or shallow, this place is a rebellion wrapped in pink wrapping paper.
What’s more, Saucy Books is redefining what a “serious reader” looks like.
RelatedWhy Powerless by Lauren Roberts Is Blowing Up On BookTok Right Now
The shop proudly stocks indie romance, self-published gems, and diverse titles that bigger chains often overlook. Queer love stories, spicy fantasy, plus-size heroines, disabled protagonists, it’s all there, and it’s all treated with the same reverence usually reserved for Booker Prize nominees.
It’s a reminder that craving joy, desire, and representation in fiction isn’t frivolous; it’s necessary. And Saucy Books is proving that readers are ready to show up, spend big, and celebrate the books that love them back.
Enjoying this article?
Subscribe to our weekly newsletterThe Industry Takes Notice
Make no mistake: the publishing world is paying attention. The success of Saucy Books isn’t just a cute local moment. It’s a signal flare to the industry that the craving for romance is not a niche trend, it’s a cultural force.
Its readers are lining up around the block. It’s a #BookTok tag with billions of views. It’s a generation of readers demanding happy endings, bold heroines, and spicy plotlines served unapologetically.
So, whether you’re in it for the yearning, the banter, or just a cover model who looks like he bench-presses emotional baggage, Saucy Books has something for you. Just be warned: walk in craving one book, and you’ll leave with ten. And maybe a tote bag that says “Chapter One: I Saw Him and Knew Trouble.”
It’s not just a bookstore, it’s a love affair.
