The Best New Retail in London – April 2024

This month’s collection of stores demonstrates how physical retail spaces remain popular with consumers.

Dramatic, design-led spaces are becoming a feature for luxury retailers and streetwear fashion labels alike. Even high-street brands are recognising that all customers enjoy luxury treatment, leading to inventive new concepts and additional in-store services. We have even found a store known for its affordable clothing unveiling an arcade machine to play a bespoke game.

Here are the best new retail stores that launched in London this month.


Image credit: LN-CC

LN-CC, Dalston

A reopening from LN-CC is a welcome sight to London this month, as the designer retailer closed during COVID.

The store has an artistic new look including themed rooms in different colours. A bright red entrance contains music and lifestyle products. Cobalt is an angular space of blue and industrial steel which displays a collection of streetwear, chunky boots and paint-splattered bags. 

For a broader range of accessories the customer can visit Midtarsal, an orange, smooth and curved space with layered fittings resembling a rock cave. Atrium looks like a vast network of plants and has green sculptures connected via clothing rails. The open sculptures display small accessories.

More clothing can be found in Callisto, a roughly textured natural space that has vivid purple openings to display items. Finally, L8TE, a large space that has the appearance of colour-changing corrugated iron, is an area for brands to hold new product launches and pop-ups.


Oysho, Westfield

Sports retailer Oysho has launched its new store in Shepherd’s Bush.

The store has a minimal aesthetic including large glass windows and white interior design.

Visitors to the store will be able to purchase from the brand’s entire range of sports clothing, across collections such as yoga, tennis, and fitness. The first floor is dedicated to Oysho’s expanded lifestyle range and seasonal offers (such as swimwear).

There are also digital services on offer, such as free wifi, click and collect and the ability to save digital receipts using Oysho ID. Customers using the brand’s app can check stock availability, purchase items and then collect in-store.


Image credit: H&M

H&M, King’s Road

A new concept store from fashion brand H&M has opened in Chelsea.

The location is a Grade II listed building which has an interior designed to look light and sophisticated. This setting is part of a new concept for the brand which aims to offer a more luxurious experience for shoppers.

The products for sale are considered to be more innovative and elegant, and there are also beauty products and services too. The staff have been trained to offer styling advice and there are plans for launches and special events to create a community hub.


Uniqlo, Oxford Street

Fashion brand Uniqlo has chosen Oxford Street as the location of its latest flagship.

The store has been designed to be easy to navigate and includes digital displays and zoned areas to help customers find what they need. The brand has also collaborated with game company Capcom to create its own video game UT Adventure which customers can play on an arcade machine in the store. 

Other services available include repair services for clothing and staff are on hand to provide advice on hemming and mending. There is also a refill point for customers to rehydrate while they shop.

The brand is doing a number of collaborations for its designs, including with JW Anderson, Clare Waight Keller and Jada Bruney, a graphic designer.


Image credit: Byredo

Byredo, Covent Garden

Byredo’s success with its first bricks-and-mortar store in London has led the brand to launch a second one.

The space is light and chic and contrasts with its historic surroundings in Covent Garden. This theme of contrasts continues inside the store, where industrial metal is used alongside natural woods and fabrics.

Visitors to the site will be able to purchase from the brand’s range of fragrances and makeup, including the popular scent Mojave Ghost.


Image credit: Valentino

Valentino, Sloane Street

A dramatic new flagship from iconic luxury brand Valentino has opened in London.

The space uses the strong design colours of Valentino – namely red, ivory and black – in different formations across four floors.

The ground floor contains the brand’s ready-to-wear collection. The floor is made from marble and has a black and white check pattern which is complimented by black marble shelves for other items. The lighting has been designed to resemble the Rockstud trim, which is frequently used on Valentino accessories.


The first floor has ivory walls with a black and white carpet and contains Valentino footwear. A red carpet staircase leads to the private room for customers. A number of designers were commissioned to create fixtures and fittings for the space, including chandeliers and objects made from brass.

Let us take you inside the most successful new stores in London and why they work – book a London retail safari today.