London has a rich history of music and fashion, and the stores arriving this month are reflective of that culture.

We’ve found festive pop-ups, returning stores and spaces revamping to offer new experiences to customers.

Technology features in spaces this month, with augmented reality, digital touchpoints and content creation areas. Community also continues to be a key offering across retail, with stores providing expert staff advice, events, and connecting locally.

Here are the best new London stores for you to get inspired by in November.

ASOS, Rathbone Place

Fashion retailer ASOS launched ASOS In Real Life, its debut physical pop-up, for Black Friday.

Customers could find a range of popular brands from ASOS and partners, such as ASOS Design, Collusion, Nike and others. There were also ticketed events for DJ live shows, workshops, and a series of panels, for styling, skincare and running, with LuxeGen, The Ordinary and New Balance respectively. Free beauty sessions were available from Charlotte Tilbury and Drybar.

The store also made use of Augmented Reality (AR) in collaboration with Snapchat. Users could view a catwalk show and digital avatars wearing ASOS clothing, and also take part in virtual try-ons. There were also some exclusive ASOS rewards available only to a small number of those using Snapchat in-store.

Image credit: Søstrene Grene

Søstrene Grene, Tottenham Court Road

Danish homeware company Søstrene Grene is launching its new store on 1 December, with a special Christmas party and giveaway for its first 150 customers.

The theme of the store is hygge, the Danish word for comfort and warmth, which is reflected in the brand’s Scandinavian designed products across homewares, furnishings, children’s toys and more. The store will be the first in the UK to feature a new brand concept, the experience room, to showcase different seasonal displays throughout the year. The experience room currently hosts Christmas decorations, stocking fillers and other festive gifts.

The launch will include food and drink, a Santa Claus, and a live performance from carollers and musicians.

Image credit: Yamaha Music

Yamaha Music, Soho

Digital music brand Yamaha has revamped its London store this month.

The store takes its inspiration from four themes: Inviting, Inspiring, Experience and Repeating, to meet customers at different levels, and now contains the largest selection of digital pianos and guitars in Europe.

The ground floor contains instruments and experiences aimed at novice musicians, such as digital pianos and booths for testing instruments. There is also an events space for Yamaha staff to host lessons and a gaming area to test out AV equipment. 

On the basement floor, customers can find The Guitar Lab, where they can get their guitars serviced and tuned, and view a display of retro Yamaha guitars. There is also a content studio for customers to create videos or photos of their experience. Finally the first floor hosts 30 acoustic pianos in a classically designed space.

The store is also home to a new initiative from Yamaha – Yamaha Music ID. Registered members can check in when they arrive to access special benefits, such as original gifts, music lessons, and more.

Reiwatakiya, South Molton Street

Japanese beauty brand Reiwatakiya has launched its new flagship near Bond Street.

The store will contain a range of products from the brand’s huge catalogue of 8,000 items, covering everything from day-to-day beauty needs to luxury products. The items chosen will be exclusive to this location.

Customers visiting the store can also access personalised beauty advice on the products available. The launch was celebrated with a variety of special offers.

Image credit: Lush

Lush, Covent Garden

Covent Garden has seen the return of handmade cosmetic company Lush as it launched a new pop-up in advance of a new Lush Spa at the same site in 2024.

The store offered a special afternoon event, where customers could create a Lush product, and the first 100 customers received a free gift. Lush also launched its new Bath Bot, a speaker and light system designed for the bathroom in the shape of a bath bomb.

Customers visiting the space can purchase some of Lush’s most popular Christmas products, such as the Snow Fairy collection, and also receive a personalised consultation from Lush staff.

Image credit: Lounge

Lounge Underwear, Westfield White City

Lingerie brand Lounge Underwear has launched its first ever bricks-and-mortar store.

Customers visiting the space are greeted by a glass front, providing light to the chic polished wood interior. A series of lit displays host the lingerie, including tablets for the bras, so customers can explore a range of sizes and angles. Shoppers can also browse loungewear and swimwear, and make use of click and collect services.

There are also tablets in the fitting rooms to help customers fit the bras without assistance, though staff with fitting expertise are available for customers who need them. One of the fitting rooms can be used as a space to breastfeed.

HMV, Oxford Street

Music retailer HMV has returned to its historic home of Oxford Street.

The brand has pivoted to focus on music fans and the community and hopes to become a hub in London. The store will hold over 20,000 vinyl records and CDs and over 8,000 blu-rays and DVDs, in addition to a range of other products.

The store is hoping to become an entertainment space both for popular artists and upcoming names. HMV has a Live&Local programme for local bands and singers to perform in the same spaces as established acts. The brand is also holding a competition, with one customer visiting this Christmas having the opportunity to win £2,000 of in-store credit.