London continues to be a popular destination for retailers wanting to test the UK market or launch a new product.

This month, we have found pop-ups for streetwear and mascara, as well as more brands launching standalone stores for specific ranges.

Another trend we are continuing to see is the idea of luxury on the high street, with brands offering personalised services or creating a luxe store design.

Community and localisation are still key retail strategies, with stores partnering with relevant brands and local artists, in order to better serve the area and target market they want to connect with.

Here is the latest list of new stores opening in London this month.

Image credit – Benefit

Benefit pop-up, Fitzrovia

Beauty brand Benefit has launched a pop-up to celebrate the release of its latest mascara BADgal Bounce.

The pop-up was open from 27 February until 2 March and was called Club Bounce. The space had a number of rooms around the theme of bouncing. The design of the store was purple, blue and pink, with a basketball court design across the floors.

Visitors could go into a locker room, look at a hall of fame display, and even play basketball. There was also a trampoline where attendees could have a selfie, and basketball merchandise for purchase. Free cookies were available and users of the Benefit Loves loyalty app could also get additional rewards and perks.

Lululemon, Regent Street

A new large flagship has opened courtesy of activewear brand Lululemon – the brand’s biggest store in Europe.

The design of the store includes light colours, pale wood, and rounded fixtures and fittings. The store also has a colour changing staircase, which shifts with the time of day.

Shoppers will be able to browse the entire Lululemon collection, which includes yoga and athletic clothing, accessories and footwear. The store has one of the largest collections of products for men, as well as one of the largest ever walls featuring trousers and leggings. Customers can also purchase a personalised water bottle.

The launch included a range of activities, such as a disco, exercise sessions, and a run in collaboration with Runna, a running app.

Image credit – Dolce&Gabbana

Dolce&Gabbana, Covent Garden

Following a successful pop-up in 2022, Dolce&Gabbana returns to Covent Garden with a new permanent store.

The new space is one of the first Dolce&Gabbana stores focused only on beauty products and accessories. The interior reflects the company’s branding, with black and gold colouring, and panelling throughout.

Customers visiting the store can find the brand’s range of beauty products and perfumes, as well as a curated selection of other items, such as sunglasses. Additionally, visitors can seek advice on beauty styles using the consultation service.

Abercrombie & Fitch, Oxford Street

American fashion brand Abercrombie & Fitch is continuing its UK expansion with a new store in London.

The new space has a luxury vintage feel, with wooden wall panelling and fixtures and marble flooring. The store has also had specially created London artwork to reflect its location.

Shoppers will be able to browse the latest Abercrombie & Fitch collections including the new Best Dressed collection of formal shirts and dresses, and casual looks as part of its Your Personal Best range. Men will also be able to shop suits from the Collins collection. 

In keeping with the luxury feel, the store has a private lounge that can be booked, which has its own personal changing room and seats for relaxation.

Image credit – Drm-Ldn

Drm-Ldn, Covent Garden

Swedish accessories brand Drm-Ldn, popular with younger consumers, has launched its first UK store in London.

The storefront has a playful and fun appearance, with a creative collage of clothing patches and emojis, inviting customers to take a look inside. The store offers a range of accessories aimed at teenagers, such as bag and phone charms, cases for AirPods, and phone chains.

Alongside the physical store, the brand has also launched its online store for UK customers.

Scuffers pop-up, Soho

Scuffers is a Spanish streetwear brand that has held a range of successful pop-up shops in other countries.

Its latest pop-up arrived in London at the same time as London Fashion Week, and is open until 9 March. The brand has plans for a permanent location depending on how successful the pop-up is.

The store opening saw musicians, fashionistas and influencers invited to view the brand’s products first, with the public being able to visit the next day.