← Walk with us: London Retail Insight Report
RETAIL WALK
This month, we head to London for our Retail Walk, exploring the latest developments in the city’s stores as retailers prepare for the golden quarter. In this report, we delve into how brands are using scarcity as a key strategy to generate buzz and entice shoppers. By leveraging the power of FOMO, brands like Anya Hindmarch and Jellycat are achieving significant global reach, fuelled by nostalgia and a sense of exclusivity. As a caveat we explore brands who are masterfully creating intrigue by holding something back, giving consumers an even greater incentive to visit their stores.
Beak St is fast becoming the ‘fragrance hub’ of London, with Le Labo, Avestan, Byredo, ffern and most recently Lush, all opening stores within feet of each other. Each brand brings something unique to the street, but the story behind Avestan’s only retail space is especially captivating.
The Avestan store, untouched since its creation, serves as a tribute to its founder, Brandon Truaxe, who passed away in 2019 at just 40 years old. It’s the only place in the world where you can experience the brand’s sole fragrance. The scent is intentionally unnamed and uncharacterised, no notes or details are provided in order to encourage personal interpretation and exploration.
The store’s deliberately unfinished design feels like a time capsule honouring Truaxe, with references to his Iranian heritage subtly displayed through fragmented blue tiles, untreated plaster walls, and traditional rugs on the natural wooden floor. The atmosphere is raw yet carefully curated, and the staff are highly knowledgeable and attentive. Surprisingly, the perfume’s price is just £38 for 50ml, reflecting Truaxe’s commitment to honest pricing—a principle he held throughout his career.
Why it works
Out of respect for the space, no photos are allowed inside the store, which only adds to the intrigue and draws people in. We observed customers outside photographing the simple brown paper bag, proudly displaying their unique purchase. In a world where retail is leaning heavily into social led design, this is a refreshing approach to a respectful narrative.
FENTY HAIR AT THE CORNER SHOP
Selfridges have secured the UK launch of Fenty Hair, Rihanna’s highly anticipated venture expanding her global beauty empire.
Fenty Beauty, is now ranked as the most successful beauty brand globally, valued at $2.8 billion according to Cosmetify, and judging by the buzz on socials around the Selfridges Corner Shop take over, Fenty Hair is set to be another fan favourite.
The store’s setup is a pastel paradise, a dream for Instagrammers, influenced by the ‘Mane Street’ campaign video featuring Jess Glynne. Thoughtfully designed for easy product navigation, the POS displays focus on showcasing results, helping shoppers understand which product is right for them. We like the approach to clear comms, leading with imagery relevant to the market. The haircare products are easy to shop, with ranges defined by colour, although by taking the range colour onto the signage, would further aid shopper navigation.
Why it works?
Fenty Hair’s clever branding, with playful names like “Fenty Ice Dream” and “Hot Chocolit.,” effectively connect with younger shoppers. The products nod to Rihanna’s Caribbean roots, and include sweet shop-style displays for lip glosses and hair care products styled as ice cream flavours. Staff were pro active, handing out free testers of the new range, adding an extra layer of engagement to the experience. The whole experience is fun, highly visual whilst maintaining focus on the product.
A miss? Seeing Rihanna on every bus stop OOH site outside Selfridges…but not as an ambassador for Fenty, as the face of Dior?! Clever thinking from the Dior Marketing team we think.
