POP MART has opened its biggest London store to date on Charing Cross Road, as the fast-growing collectibles brand ramps up its UK expansion and doubles down on the West End.
The global designer toy and pop culture retailer opened the doors to its newest London location at 8am today, unveiling a 5,090 sq ft space at 69-71 Charing Cross Road that marks a major step up in scale for the brand in the capital.
The new site, which sits just moments from POP MART’s original Soho store, is the brand’s largest in London so far and the first in the UK to feature a mezzanine level, giving fans more room to explore its growing universe of collectible characters and limited-edition drops.
Retail Gazette got an exclusive early look inside the store ahead of opening, where POP MART has leaned heavily into immersive retail. Launched under the theme “Step Into the Magic”, the space has been designed to feel more like an experience than a traditional shop, with fairground-inspired touches, character-led displays and dedicated launch day activations aimed at collectors and first-time visitors alike.
The opening marks POP MART’s 16th UK store and further strengthens its foothold in London, where it now operates a growing mix of standalone sites and shop-in-shop locations, including spaces in Harrods and Hamleys.
Ian Ashton, head of UK retail at POP MART, said the new opening reflects the pace at which the brand’s London community has grown.
He said: “The growth of our London community has been incredible, and this store is a reflection of that momentum.
“Charing Cross Road is more than a retail space; it’s where the POP MART universe comes to life, bringing together collectors, creativity and culture in one destination. This opening is about giving our community a home, while inviting new fans to discover what makes POP MART so unique.”
The store opening also underlines just how quickly POP MART has shifted from niche curiosity to destination retail in the UK. Speaking to Retail Gazette at the launch, a POP MART representative said footfall and fan demand play a major role in determining where the brand opens next, adding that customers are often willing to travel significant distances for store launches and exclusive drops.
That destination appeal has become a defining part of the retailer’s UK growth story. While brands across retail continue to talk about experiential shopping, POP MART has managed to build genuine hype around physical retail, fuelled by limited-edition releases, social media buzz and the collectability of characters such as Labubu, Molly and Skullpanda.
The company’s appeal also appears to be broader than many might assume. Though often associated with toys, the brand sees its core audience as older Gen Z and millennial shoppers, with its products positioned more as designer collectibles than children’s playthings.
As well as its larger format stores, POP MART has also been using smaller roboshop vending concepts across the UK and Europe to widen reach in locations where a full store is not yet viable. The model has helped the business build awareness quickly while testing demand in new areas.
Today’s Charing Cross Road opening includes launch day exclusives, gifts with purchase and live performances, as POP MART looks to turn store openings into events in their own right.
The new West End flagship-style site gives the business a stronger showcase for that approach and suggests the brand sees significant headroom for further UK growth.
With collector culture continuing to gain traction and shoppers still showing a willingness to queue early for exclusive releases, POP MART’s latest opening is cementing itself as one of the more unusual retail success stories on the high street right now.
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