New in Town: London’s latest boutique openings

London shopping

London’s shopping scene never disappoints; but this NEW selection of stores goes above and beyond, finds Lucy Thackray

2023 has seen the opening of new shops reinventing postcodes across London. Here discover some of the most anticipated openings in fashion, health, jewellery and more.

Rixo, King’s Road

London shopping

Your next shopping spree will struggle to top a visit to this candy-coloured flagship store, with its circular cocktail bar, faux palm trees and peppermint-tiled coffee shop.

Strut past its coral canopies and onto its giant terrazzo-filed shopfloor to peruse the brand’s signature silk printed dresses and separates, or visit the alteration station to tailor and customise your existing buys. A bridal boudoir and fabulously plush changing rooms complete the picture.

BAUNAT, Mayfair

London shopping

Sparkling on 84 Brook Street is the Belgian-founded BAUNAT. With the first London location counting Claridge’s among its neighbours, add to your diamond collection in this fine jewellery showroom.

Sit on deluxe sofas surrounded by marble and soothing shades of green, while admiring or trying on its collection of sustainably-sourced gems.

The personal services enable BAUNAT advisers to follow up orders from start to finish. For specialist assistance, private appointments are available.

Glossier, Covent Garden

Once upon a time, brands went from bricks-and-mortar to efficient dot-coms – but a generation of web-first retailers are flipping the format.

Cult online beauty brand Glossier opened its physical Covent Garden store at the tail end of 2021 – creating a scented, touch-and-try shopping experience to hero products such as Boy Brow, Balm Dotcom and Cloud Paint.

The powder-pink King Street townhouse is one of the piazza’s oldest buildings, kitted out with a tester “wet bar” and the brand’s flattering illuminated mirrors.

Under Armour, Battersea Power Station

London Shopping

South-west London’s Battersea Power Station has been an industrial-chic hub of new openings since it reinvented itself as a retail destination in October.

And its new Under Armour flagship store is at the cutting edge of immersive shopping: as well as changing rooms with interactive touchscreens, giving you the full scoop on each product, it’s home to an Under Armour Next Academy, where you can get a physiological assessment and performance tips from resident trainers.

Ffern, Soho

London shopping

Perfume is one treat that demands an in-person browsing session. Take your time at the first store from this organic perfumier, which launches one new fragrance per season, on Soho’s Beak Street.

Its Somerset-based founders have dreamed up an earthy take on the modern apothecary, with lashings of unvarnished pine and craggy rock, plus diffusers wafting nature-infused scents.

A herbal tea station, curated artworks and workshops in everything from candlemaking to hand-dyeing keep the homespun feel in check.

On Running, Regent St

London shopping
On Running

In-store events are a big trend this year: the Swiss high-design sports shoe brand has opened a three-storey, 860sq ft store on Regent’s Street, which includes a flexible space for panels, workouts and events, including a pop-up bar.

As well as picking up top-spec running gear, this fresh opening is also geared towards improving your performance: upstairs is a high-tech runner’s wall where experienced staffers can check your gait before advising you of the perfect trainer.

Gymshark, Regent St

Opened last October, this is another “first physical store” from the British athleticswear brand. And its Regent Street megastore goes way beyond lycra shopping: a dedicated sweat space and pro-bench host in-house sessions with Gymshark ‘pros’, who are also on hand for regime advice.

After you’ve shopped and stretched, there’s smoothies and bites from a Joe & the Juice cafe, and The Hub events and workshops space for forward-thinking fitness talks – experiences can be booked by fans on the brand’s app.  

Aranyani, Mayfair

London shopping

Need a pop of brightness in your summer accessories? This sustainable-luxe, Indian bag brand is a riot of colour, showcased beautifully in its new, dual-level boutique on Mayfair’s Bruton Street.

A ground-floor showroom presents its artfully curated current range, with many pieces featuring hand-embroidery and gems; meanwhile, an underground level is a VIP section where you can customise, personalise or shop in a group.

Creed, Mayfair

There’s a jewellery-box feel to the new flagship at 99 Mount Street – as historic perfumiers to Europe’s royals, gold trim and mirrored surfaces are in order. It’s a homecoming for Creed: originally a London perfume house, it moved to Paris for many decades.

Limited-edition scent The Royal Mayfair, based on a fragrance commissioned by the Duke of Windsor 80 years ago, is a showstopper, while the boutique also offers bespoke-blend consultations.

Peloton, Covent Garden

London shopping

Are you a Cody Rigsby gal or an Ally Love guy? The social-inspired workout movement that launched a thousand celebrity PTs are now on London’s retail scene, with a Floral Street flagship store that opened in February.

As well as the very latest in Peloton kit, the store includes a grab-and-go health cafe, selling A-list-favoured brands Exalt and Fresh Fitness Food, branded merch, and a members’ space where Peloton-heads can meet and greet top instructors or attend mingles.

Aries, Soho

London shopping

One of Soho’s freshest newcomers is a two-floor boutique from this edgy streetwear brand, which will receive the first London outpost of trendy Parisian cafe Paperboy in the coming months.

Expect slick sweats and hoodies inspired by skate subculture, cyberpunk and, of course, astrology from designer Sofia Prantera; there’ll also be art exhibitions and events, and jewellery from Bunney. Channel The White Lotus’ Portia with a ‘no problemo’ t-shirt.

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