POP MART this month opened the doors to its brand new location on Charing Cross Road. However, more than simply another feather in its cap, the latest opening is a marker of how far the brand has come, from niche collectibles player to a retailer with some real cultural pull.
Best known for characters such as Labubu, Molly and Skullpanda, POP MART carved out a niche that blends artist-led intellectual property, major brand collaborations and the repeat-purchase power of the blind box format. That unique combination helped turn its products into fully fledged fandoms, fashion accessories and pop culture collectibles, with particular resonance among Gen Z and millennial shoppers.
The blind box mechanic is a huge part of that appeal. It taps into surprise, scarcity and the chase for rarer items, giving shoppers a reason to come back again and again. But while the product model is powerful, POP MART’s physical stores are what give the brand real presence.
For POP MART, these are spaces to build hype, stage launches and immerse shoppers in the worlds behind its characters. The new Charing Cross Road is a prime example of how central physical retail is to the brand’s offer. These spaces turn collecting into an experience, and help explain why POP MART has managed to create the kind of excitement around stores that many retailers are still chasing.
The new 5,090 sq ft site, which sits just moments from POP MART’s original Soho store, is the brand’s 16th opening in the UK and boasts largest floorspace investment so far. It’s the first in the UK to feature a mezzanine level that sits above the main space, 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. 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.
Ian Ashton, head of UK retail at POP MART, commented 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.”
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 (new openings are still expected for the year ahead with the north of England next on the target list), 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.
The new West End flagship-style site gives the business a stronger showcase for its experiential 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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