The Best New Retail in London – February 2024

Luxury brands are betting big on physical retail spaces in London this year.

We’ve found French-owned and influencer brands setting up boutiques, with minimalism – part of the quiet luxury trend – the dominant style. Several of the stores we found this month contrast brutalist and industrial settings against the understated luxury of their products, giving the spaces a chic and sophisticated feel.

Stores are also continuing with the gallery trend, with one store leaning on its musical cache and connections to display rock star photography, and a fashion pop-up making the exhibition the focus of the space. Retail is evolving from a space to shop, to cultural centres, engaged with the arts, and embedded in their local communities.

Find out more about the latest retail trends in our selection of the best new retail in London.


Image credit: Gibson

Gibson Garage, Westminster

Legendary guitar brand Gibson has launched its first flagship outside of the US in London, with ribbon cutting by legendary musicians Jimmy Page, Brian May and Tony Iommi.

The store is designed to be an immersive experience, with over 300 guitars on display at a range of prices. The lower levels of the store contain a stage for live performances and other activities with musicians. There are also some secret hidden rooms: a VIP bar with a sofa and instruments accessible via a door in a phone box, and a collection of rare guitars in the Vault, accessible via a moving bookcase.

It will also host the Gibson Gallery, a collection of photography and art featuring British musicians. The first exhibition is from Gered Mankowitz, who has photographed a number of musicians from The Rolling Stones to Elton John.


Image credit: Jil Sander

Jil Sander, Bond Street

A new minimalist store has launched from German fashion house Jil Sander.

The aesthetic is both brutalist and natural, with stone and travertine throughout, including an impressive staircase which has been designed to appear carved from one block. There are also unique touches, such as brass fixtures and old CD covers used to create furniture.

Paired with soft lighting, the space feels relaxing and calm, and provides a muted backdrop which highlights the products. Customers will be able to find Cannolo and Goji bags and the new spring/summer collections.


Image credit: Wolf & Badger

Wolf & Badger, Soho

Sustainable and independent fashion retailer Wolf & Badger has launched a new flagship in London.

The store has relocated from King’s Cross, but still maintains the brand’s ethos of sourcing quirky items across its range of clothing, accessories and homeware.

The space also contains an area dedicated to flowers and plants, and there is a personal styling showroom. The brand plans to host a number of different pop-ups at its dedicated space. Customers can also take advantage of collecting and returning clothing purchased online.


Image credit: Refy

Refy pop-up, Covent Garden

Cosmetic brand Refy launched a new pop-up called The Exhibition for London Fashion Week.

The style is minimalist and brutalist, with metal featuring in the fixtures and fittings, and throughout the product offerings, from steel cups and saucers, to chrome hair accessories and metal logos on clothing.

The theme of the pop-up is anchored around a sculpture to signal inclusion and the idea of humans as art. Images of glistening body parts in black and white are displayed across the space. Customers can purchase products from the Refy range, such as clothing and accessories, alongside a few bespoke items, including a metallic dress and cutout coat.


Image credit: Horace

Horace, Covent Garden

French skincare brand Horace has launched its first store in the UK.

The space is minimalist, with light wood and marble throughout, accentuated with the brand colour of blue. Horace also commissioned artwork for the store from a renowned French artist.

The men’s brand has dedicated fans in the UK, but only a small selection of items were accessible via existing partners like Harrods. The new space gives UK customers access to the full Horace range and offers consultations for skincare and hair styling to help men with their grooming.


Kartel Watches, Coal Drops Yard

London sees its first boutique from luxury watchmaker Kartel Watches.

The setting of the store is industrial, made up of old Victorian buildings, and is popular amongst a range of luxury boutiques.

Kartel has a unique approach to retail, encouraging customers to come to its stores in order to take part in the design process. Customers can choose the case, straps and overall design from a variety of different options offered in-store.

The store reflects its Scottish origin by offering customers the opportunity to drink whiskey from Kartel’s own collection.

Want to understand the trends behind new stores like these? A bespoke report from our experts could give you all the insights your team needs.