London is both a place steeped in history and a space of cool contemporary culture, and retailers often have to match this atmosphere.

Expertise, archives and community are the themes for stores this month, with running clubs now becoming a staple of sports and athleisure spaces. We have a beauty brand opening a dedicated space for perfumes to strengthen their place in the market and offer more bespoke services to customers. Luxury brands with a rich heritage of design are using their archives strategically to provide interesting new pieces to customers.

Take a look at our top picks for London’s best new retail in July.

Image credit: Lush

Lush Perfume Library, Soho

Beauty brand Lush has launched a new concept store dedicated to fragrances in London’s perfume hub Beak Street.

Shoppers will be able to choose from existing Lush scents or one of 12 newly created fragrances that are exclusive to this location. The perfumes are made using locally sourced ingredients where possible. Customers can also choose from a new selection of body sprays, and the Lush home fragrance collection, which includes wax melts and candles.

Consultations are available with Lush staff to help customers choose their perfect scent, and Mark Constantine, co-founder and in-house perfumer, has also curated a selection of books about scents.

Image credit: House Of CB

House of CB, Oxford Street

Fashion brand House of CB has opened a permanent flagship store in London following a successful pop-up in 2023.

The brand has added additional floors which are being updated while the store is open. House of CB is known for its form-fitting dresses which flatter an hourglass figure. The store plans to launch between six and eight new products every week, which will lead to a much expanded collection of clothing on offer.

Image credit: Nike

Nike, King’s Road

A unique women’s only store has launched in London from athletic brand Nike, with art designs from Isamaya Ffrench.

The store not only includes a range of Nike womenswear, but also services aimed at women, such as a bra fitting service and hemming for trousers.

The changing rooms have special lighting so that shoppers can choose between a variety of lighting settings. Additionally, customers can take part in training and running clubs with Nike+ and also click and collect online purchases.

Roberto Cavalli, Oxford Street

Luxury brand Roberto Cavalli has opened a new pop-up store within Selfridges which will be open until 18 August.

The store design is influenced by Americana and Western themes, with bandana tiles on the wall and gold display racks and tables. The Americana theme is also visible in the clothing with the bandana print on the shirts and jackets, which are pre-collection items for Autumn Winter 2024.

Interestingly, there are also five items available to buy from Roberto Cavalli archives, which will be made to order. The chosen designs have a Y2K denim theme, including denim jeans, skirts and flares embellished with zebra print, embroidery, glitter and sequins.

Image credit: Gymshark

Gymshark, Westfield

Westfield is the location for gym brand Gymshark’s latest store.

The store has been designed with movable fixtures so that space can be reconfigured for a variety of events and activities.

Customers can browse all the Gymshark products that are available online, as well as a range of items exclusive to the Westfield store. There will also be fittings for sports bras available as well as a range of community running clubs, such as a weekly 5K run.

The launch was celebrated with an 11K run for the Run Club, starting at Regent Street and finishing at the new store.

Meanwhile On, Westminster

Westminster City Council has launched a new project called Meanwhile On to bring new brands to spaces in London.

The project begins with CANVVS opening on Oxford Street, which provides footwear customisation, including designs from England’s football teams. Kindred of Ireland has launched a store in Mayfair, to stock its luxury linens. In the autumn, sustainable chocolate brand Love Cocoa will open on Bond Street and Hades, a luxury knitwear brand, will launch in Mayfair.