London has some iconic shopping locations, such as Covent Garden, which is the most popular area for new store openings in this month’s round-up.

Retail has always been about more than just the products, but brands understand that physical spaces have to be a place customers not only want to visit, but also linger in. Stores this month are hosting events, creating beautiful interiors and offering a broader range of services.

We have found a new retro chocolate store, plus brands celebrating heritage and tradition and creating exclusive products and services only available in-store.

Read on for our favourite new stores that we have found in London.

Image credit: Wolf

Wolf, Covent Garden

Luxury jewellery accessories retailer Wolf has opened a pop-up in London, as part of a series of events celebrating its 190th year.

Customers will be able to choose from a variety of Wolf products, including storage and travel products, and its famous watch winders.

The store will also host a series of events to appeal to both customers and the media, such as panel events and other activities. The first of these will feature journalist Rachael Taylor, who is well-known and respected in the industry.

Image credit: Goodhood

Goodhood, Hanbury Street

East London is the new location for eclectic lifestyle and streetwear brand Goodhood.

The store contains white painted brick walls with striking graffiti designs in black, alongside interesting artwork. Stock has been carefully arranged to allow each item to breathe, making it easier for customers to find what they want.

The brand is hoping that the larger space will allow them to implement a new sustainable initiative called “Life After Death” to help with unsold merchandise. Goodhood will also hold different events in store, such as brand takeovers and connecting with the community.

Barnaby, Covent Garden

A more traditional store has launched in London this month in the form of a chocolate shop.

Barnaby has designed its store with a nod to Bournville, the town known for its chocolate, with dark brown wood and a retro yellow sign. The flooring has tiles that look like different sized chocolate bars.

Customers can choose from a selection of chocolate made in-store, using flavours designed to evoke nostalgia, such as a bar called Cinema that uses toffee and popcorn. All the bars of chocolate are bespoke and have their own individual wrapping and branding, adding to the vintage feel of the place.

Image credit: Emma

Emma, Westfield White City

Mattress brand Emma has launched its first store in London, opening at Westfield shopping centre.

The store has been designed to look like a cosy lodge, with wood panelling across the walls and low lighting to provide a relaxed atmosphere.

Emma will offer core products that consumers are already familiar with, such as its popular cooling mattresses, alongside exclusive items available only at this location. Customers can also browse sofa beds, bed linen and pillows.

For those looking for a more bespoke sleep experience, personal consultations are available to book with trained in-store advisors.

Elemis, Covent Garden

Following its successful pop-up, beauty brand Elemis has launched its first and permanent store in London.

The store has a light blue interior, with arched display cabinets and rounded tables and stools. The space is relaxed and calm but, with the pristine white tiled floors and bench, resembles a science lab.

Shoppers will be able to purchase from an expanded range of Elemis items and also be among the first to purchase new product launches. Spa treatments will be available at the skin studio and visitors will be able to access exclusive treatments not available at other locations.