Retail is starting out high-end this year, with a multitude of luxury services and retailers popping up around London.

Brands are recognising that customers are looking for unique and specialist experiences to make their visit to physical spaces worth their while.

Personalisation and bespoke services are the theme this month, with retailers launching specialist beauty stores, perfumers offering AI-selected scents, and menswear adding in-house grooming.

Find out how to upgrade your retail game with our picks for the best new retail in London this month.

The Fragrance Shop, Oxford Street

Perfume retailer The Fragrance Shop has launched a new experiential flagship store in the heart of London.

Partnering with EveryHuman, the store contains an AI machine called Algorithmic Perfumery, which asks visitors a series of questions, and then creates three distinctive scents based on their answers. Customers are able to purchase these bespoke perfumes if they like them.

The store also contains other digital elements, such as ‘lift and learn’, a display that changes when a customer picks up an item. The display provides information on the perfume, including reviews and specially created content, plus information on The Fragrance Shop’s loyalty programme.

Image credit: Debenhams

Debenhams Beauty Showroom, Soho

Debenhams has taken its first step back into physical retail with the launch of a beauty showroom.

The store is designed to appeal to a broad beauty audience, from customers seeking treatments to those who simply want to browse the latest products.

Services on offer include manicures and pedicures, hair styling, facials, and makeovers, with Beauty Experts available to help customers choose the right products. There are also more advanced treatments for identifying skincare complaints, digital services for virtually trying on makeup, and a variety of events, such as masterclasses.

Image credit: Boots

Boots Beauty, Battersea Power Station

After revamping its beauty offering across stores, Boots has now launched a standalone store for beauty.

Customers are increasingly focused on skincare, driven by TikTok influencers and the needs of Gen Z and upcoming Gen Alpha, which Boots believes it can cater to. The brand has brought in a dermatologist to train staff and choose the best skincare brands for customers. This means that customers can book consultations and access skincare treatments, such as light therapy.

Additionally, a range of other services are available, including digital tools for choosing fragrances, recycle and refill stations, and hair styling.

Image credit: Bang & Olufsen

Bang & Olufsen, Bond Street

High-end entertainment retailer Bang & Olufsen has launched a new modern showroom in London.

The store has been designed with sustainability in mind, making use of recycled plastic to create furniture, and installing modular fittings that can be easily adapted in future.

Entering the store, customers will find popular items, such as portable speakers on the ground floor, as well as an area for community events. The brand wants to connect with local artists and is planning to host music and art events, as well as services for creators, such as streaming and podcasts. On the lower floor, shoppers can visit The Sensorium to test out products in a unique setting.

Custom products can be ordered on the first floor, which has been laid out to resemble a sleek apartment, enabling customers to relax as they browse.

Hackett London, New Bond Street

Menswear brand Hackett has launched a store dedicated to one collection of clothing, part of its new brand strategy.

The Savile Row collection is an assortment of ready-to-wear items, designed to offer men products to suit a range of lifestyles. The new space aims to see if there is market interest in a store that combines ready-to-wear fashion with high-end services.

The store is elegant and combines vintage elements along with modern artwork, offering men a tasteful and relaxing space for browsing products. Hackett has a barber on premises, and additionally offers bespoke tailoring and other grooming services.

Bogner, Mayfair

A new pop-up store from luxury leisure brand Bogner has launched in London, aiming to become a permanent fixture in future.

The brand is known for its iconic designs, having been worn by celebrities like Taylor Swift and featured in Hollywood films.

The store offers a range of items from the Bogner and Fire+Ice brands, and services such as customisation and VIP shopping.