London is known for its coolness in fashion and music alike, which is evident in the stores opening this month.

Bespoke services, history, and localisation are key themes for this month. Once again, we find retailers wanting to connect with the history of a location or dip into its own archives to provide interesting store experiences.

Premium services from elevated customer service to product level personalisation is also another area that retailers are hoping will persuade customers to stay in-store.

Embedding stores within the community and working with local businesses has been an essential part of retail strategy over the last couple of years. From using local artisans to creating new partnerships, localisation is beneficial for both brand and consumers alike.

Here is what London has to offer for the best new retail in October.

Levi’s, Knightsbridge

Iconic denim brand Levi’s has launched a new store in Brompton Road.

The store has a large glass window at the front to let a lot of light into the space, with the interior making use of exposed brick and natural woods to highlight the denim.

The brand’s in-store tailors have created a range of special Trucker jackets to showcase the range of design talent across the UK. Customers can also find Levi’s classic 501 jeans, as well as a wider selection of denim shirts and dresses.

Levi’s is also offering a delivery service for customers to purchase products in-store and have them shipped home.

Image credit: Rough Trade

Rough Trade, Denmark Street

A new music store from Rough Trade has opened in what was once the heart of British music.

The area has been home to many iconic British artists such as David Bowie, The Rolling Stones and Elton John.

The store is spread across two floors and music enthusiasts will be able to purchase from a range of products, including vinyl, limited edition items, merchandise and books.

Rough Trade will also host a variety of signing opportunities from musicians and is working with local venues like The Lower Third to create other events and live performances.

Karl Lagerfeld, Regent Street

The Karl Lagerfeld flagship boutique in London has recently had a refurbishment to celebrate the legendary designer.

The store includes a range of displays and experiences dedicated to Karl Lagerfeld and his pithy expressions. One such feature is a mirrored wall with a Karl-ism machine; customers can press a button to see one of his famous quotes displayed. There is also a collage of runway photos, portraits and sketches behind a glass display.

The rest of the redesign is a sleek minimalistic feel with mirrors, steel and stone, and a circular wheel in silver, to display a collection of bags. Customers visiting the store can also expect to find a large range of Lagerfeld products, including womenswear and menswear, jewellery and accessories, and lifestyle items.

Image credit: Sunspel

Sunspel, Jermyn Street

Luxury clothing brand Sunspel has launched its latest flagship store in an area of London widely known for its history of menswear and tailoring, especially shirtmakers.

The new space houses the brand’s latest menswear collection and also focuses on products Sunspel is well-known for, including the Original British Boxer Short and Sunspel Classic T-shirt.

This store also contains a unique collection on the lower floor, which is home to an archive of Sunspel’s history from 1860. The archival display is made up of rare pieces which have never been displayed in-store, such as the Q14 Cellular underwear from 1900.

Customers can also take advantage of a new service for bespoke t-shirts, which has only been available to celebrities such as Daniel Craig, in the past. There will be a consultation area where visitors will be able to choose from a range of fabrics, and have the item tailored and handcrafted by one tailor at the Sunspel factory.

Image credit: Emirates World

Emirates World, South Kensington

A unique store has arrived in Cromwell Road from the world’s largest airline, Emirates, the first of its kind in Europe.

The space is light in a range of neutral colours with splashes of Emirates signature red across seating, evoking a sense of quiet luxury. There are a range of counters for customers to book flights and tickets, or they can use self-service spaces supported by Emirates staff.

Customers can also experience some of the features on Emirates flights, such as a private suite in First Class, the A380 lounge, and premium economy seats. There is also a fun selfie function where customers can pick holiday backdrops and take photos. A range of merchandise and products are available to purchase such as models of planes and towels from Emirates sponsorship of Wimbledon 2024.

Future Stores, Oxford Street

Future Stores is a new concept store launching in London that aims to introduce exciting new activations and cutting edge technology.

The store will combine immersive experiences and data-led personalisation aimed at younger consumers. The space plans to host a range of brands and activations that last for a maximum of six weeks, with Intel being the first to take part. Taking up a large area of Oxford Street, the store is a collection of enormous billboards, LED displays and cameras.

Shoppers visiting the store will be able to see, try out and purchase the new AI computers offered by Intel. There will also be the opportunity to play games in-store.