A fresh new year for retail beckons with a revitalised London as the setting for many new retail openings.

The core theme this month is the strength of relevant partnerships to add value and interest for customers, along with the continuing concepts of community, events and services.

We’ve found stores building huge installations, private spaces and areas of relaxation, in a bid to offer something different to customers, especially in high traffic areas like Oxford Street.

Here is our roundup of the best new retail openings happening in London this month.

Image credit – Tom D. Morgan/Vans

Vans, Oxford Street

Skate fashion brand Vans has revamped its store on Oxford Street to better connect with the skating community.

The store now includes a skate ramp made from travertine stone that can be used to display merchandise, or as an actual ramp. Vans’ skate team were consulted on the design of the ramp and will also be hosting events and lessons with skate schools in the area.

The store has also partnered with a number of other brands, including Lovenskate, who has created skate decks and posters with a variety of artists, such as French Sayer, Chloe Bernard, Isabel White and Jon Horner. Other brand partners include Gomi, who recycles e-bikes into speakers, London creative Jack Charlie Mitchell, who has curated books and music and created a zine called Feel, and The Great Frog, who has created bespoke Vans jewellery.

Customers will also be able to purchase exclusive restocks of previous Vans limited edition items, including Vans x BAPE, 2023 collection for Helena Long and OTW by Vans x Undercover.

Virgin Media O2, Westfield Stratford City

A new concept store was launched from communications giant Virgin Media O2 – the brand’s largest in the UK.

The space has been conceived as a technology hub for Stratford and a place to try out the latest tech products. The store has been zoned to create areas for customers to find the right items for their needs. These zones include the Expert Support Bar for customers to receive advice and tips from experts on using technology and setting up products, and a Fitness and Wellbeing area to explore wearable tech items.

Visitors can also test out VR and AR gaming in the Ultimate Gaming Zone and get access to experiences and gig tickets in the Priority from O2 area. There is also a space to take in unwanted and old technology, including phones, cables and other products, to be recycled in exchange for cash.

Image credit – Veja

Charlotte Tilbury, Covent Garden

British makeup brand Charlotte Tilbury has launched an extended flagship store in Covent Garden’s Beauty Quarter.

The revamped space includes the Beauty Boudoir where customers can access a range of events, such as advice and tips with a beauty expert, masterclasses, or personal appointments for treatments. The Pillow Talk Parlour is a pink space for private sessions and parties, such as hen parties and birthday visits. 

Finally customers can access a range of facials in-store for the first time, including Glass-Gleam Skin, Oxy-Revival, Lift, Firm + Snatch and Ultimate Magic. These can be booked online and come with personal consultations and a complimentary drink.

The store also contains many areas for visitors to take pictures, including specially designed Instagram spaces.

Van Cleef & Arpels, Bond Street

Luxury jeweller Van Cleef & Arpels launched its second flagship this month.

The space has been decorated to reflect nature and an enchanted forest. The walls are covered in shades of blue, orange and green, with natural scenes, flowers, leaves and butterflies, embellished with leaves made from Murano glass.

Visitors will be able to explore the watch and jewellery collections, including Lucky Animal brooches, Alhambra watch and Midnight Planetarium, as well as its new fragrance collection, Haute Parfumerie.

The brand is planning a series of events on the first floor, including masterclasses, panels and workshops aimed at kids.

Image credit – Schuh

Schuh, Westfield White City

A hybrid store for adults and children has been launched in London from footwear brand Schuh.

The store offers a range of products for both adults and children and Schuh’s own brand products will be displayed gender neutrally. Additionally, staff have received training to help them support disabled and neurodiverse customers.

Schuh has also collaborated with ASICS on a special installation to guide customers to ASICS footwear. The installation includes soundscapes, scents to boost mood and calm lighting to help customers feel relaxed. Visitors to the installation can also take part in a guided breathing exercise for mindfulness.

The store launch also saw Schuh partner with Are You Mad, a design studio that recycles waste into new objects. Shoppers who bought new footwear received handcrafted charms from Are You Mad to help personalise their items.

Dunelm, Westfield White City

Homewares retailer Dunelm has opened a new smaller concept store in Westfield, tailored to urban living.

The space has been designed to be comforting and relaxing, using neutral colours, with splashes of colour using Dunelm’s green branding.

The store will offer a range of items for a variety of budgets in a space that is easier to navigate. The space has been conceived as “joyful” with the brand wanting customers to find inspiration from the products and layout.

Customers can look at some examples of larger furniture pieces on a statement wall, and explore the fuller range online.

The store will include its most recent collections including its collaboration with the Natural History Museum.