Retail openings

The Best Valentine’s Retail 2024

Valentine’s is a big event in the retail calendar, with stores trying unique ways to celebrate the day, or provide a new twist on their offerings.

This February sees a range of stores offering Valentine’s pop-ups, from the traditional (lingerie and perfume stores) to the less traditional (toys and trainers). Some retailers are bringing in celebrity guests to give advice on relationships, while some are creating unique products for Valentine’s or offering personalisation.

Plan ahead for your Valentine’s Day offering next year with some inspiration from the best loved up pop-ups across the world.


The Perfume Shop, London

The Perfume Shop launched a pop-up space from 8-9 February in London, aimed at getting customers excited for Valentine’s Day.

The store opened exclusively to members of The Perfume Shop’s VIP Rewards Club on the first day, and then to all other customers on the following day. VIP customers also had an opportunity to win a goody bag if they were one of the first 100 signed up for a ticket.

The pop-up included themed perfume zones reflecting different Valentine’s Day feelings (such as Romantic or simply Vibing). There was also an area for perfume trends as predicted by The Perfume Shop. The store brought in celebrity guests to give advice on relationships, such as intimacy and the use of fragrance in attraction.


Image credit: Coco De Mer

Coco de Mer, London

High-end lingerie brand Coco de Mer has launched a pop-up boutique in Knightsbridge, open until 1 March, with the possibility of remaining there longer.

The exterior of the store includes a bespoke hand painted window from Studio Braemar, and the interior features floral designs created by Delta of Venus.

The pop-up includes the range of lingerie, gifts and erotic items that the brand is known for, alongside events as part of the Coco de Mer Salon, which explore sexual wellbeing.


Skims, Dubai

Kim Kardashian’s clothing brand Skims has launched a pop-up in collaboration with luxury fashion house Ounass, from 2-15 February.

The bright pink design of the store stands out amongst the neutral walls and paving. There are heart shaped sculptures and seating, and a claw machine to win prizes. Giveaways will also be held throughout the opening.

The store showcases the brand’s latest loungewear collection, along with gifts and other products all in different shades of pink.


Image credit: Lounge

Lounge, Birmingham

Underwear retailer Lounge launched a special Valentine’s pop-up in the Bullring centre for three days in February.

The pop-up was a unique “build a bouquet” event, where customers could purchase a bouquet of roses with a twist: the roses were actually thongs from Lounge’s most popular collection. The bouquets came in six different colours, which could be one colour or multiple, with 1-6 “roses” available for a bouquet.

The bouquets were wrapped in bespoke paper and included a satin bow, plus a “floristry card” with a discount code for 15% off in Lounge.


Vans, Auckland

Footwear brand Vans revamped its existing Auckland store for a special Valentine’s Day event on 10 February.

The store hosted artist Shelley De Bruyn, who creates brightly coloured designs, with cute animals and characters. She created a range of designs especially for Valentine’s Day to customise Vans shoes.

The brand invited couples and individuals to bring in their favourite shoes, or purchase a new pair in-store, to be customised by De Bruyn herself. De Bruyn’s Vans were also on display within the store for people to view and be inspired by for their own designs.


Image credit: LEGO

LEGO Le Florist, London

Battersea Power Station saw the launch of a Le Florist stall outside the existing LEGO store, open from 3-4 February.

The stall was created to launch the latest addition to the LEGO flower range – a bouquet of roses. The pop-up featured celebrity guests Jamie Laing and Sophie Habboo, hosts of the podcast Newlyweds. The couple built a bouquet of roses together and posed for photos with fans, offering advice on celebrating Valentine’s when married.

The stall held the full LEGO Botanicals range of flowers and showcased unique and longer-lasting gifts compared to a traditional bouquet.


Pink PP Valentino Cafe, New York City

To celebrate the opening of its new boutique store in New York’s SoHo, Valentino has opened a pop-up restaurant for Valentine’s day.

Open from February 7th through to the 14th, the pop-up is a collaboration with Sartiano’s, the street-level cafe of The Mercer Hotel. The space has been transformed with Valentino’s pink PP branding, from the exterior through to the menu, making it the perfect place for loved-up fans.

Visitors can enjoy a special menu from Sartiano’s exec chef Chris Lewnes and culinary director Alfred Portale, and a special pink cocktail from Bond Hospitality’s beverage director Adam Baca.

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