You’ve made it all the way to London for a well-deserved holiday, and you’re looking to splurge. It’d be ridiculous to expect you to return home empty-handed, and why should you, when there are just so many things to buy? In 2016, London was named the “cheapest place to buy luxury goods in the world”, so there’s no time like the present to spend. If you’re at a loss at where to start, here’s a friendly two-part series guide to the best of shopping in London:
Where to shop:
Liberty London
Founded in 1875, Liberty London was initially started as a fabric shop by businessman Arthur Liberty. Since then, the shop has been rebranded as a department store where people can find apparel, cosmetics, jewellery and assorted gifts. Although Liberty doesn’t appear to rival Harrods in size with only six floors, it has an equally impressive history, as a London emporium laden with fabrics of any shape, colour and texture from all around the world. For Arthur Liberty, he envisioned his store as a ship, docked by the streets, bringing treasures from all around the world to Londoners.
In fact, Liberty London has become a heritage icon in its own right. The facade of the building is what most visitors are drawn to, the department store has taken exceeding care to preserve the Tudor storefronts, making for quite the sight in modern day London. The inside of Liberty still bears the marks of an old Tudor building, with wooden rafters and creaky staircases crafted out of 24,000 cubic feet of ship timber. The main atrium features one of the longest chandeliers in Europe, intended to dazzle and delight. Once inside, you’ll be enthralled by the overwhelming sense of history the place exudes. It’s distinctive character made it the choice shopping location for flamboyant poet and playwright Oscar Wilde, who expressed “Liberty is the chosen resort of the artistic shopper”.
Today the department store sells streetwear brands like Balenciaga, acne studios, MSGM and Saint Laurent - quite a contrast from its traditional exterior. Liberty London also focuses on apparel and make up by independent local designers like fashion icon Alexa Chung, Oli&Carol and NEOM Organics.
Apart from shopping, visitors are also encouraged to indulge in the historicity of the place. Challenge yourself by searching for the Shields of Shakespeare and the portraits of Henry the Eighth’s six unfortunate wives or peering into the wondrous miniature glass paintings that frame the store’s windows, said to be taken from actual captain’s quarters. Pay your respects at the carved memorial by the staircase, dedicated to Liberty staff that lost their lives in the second world war, and develop a new world view as you ruminate on the words beneath the Liberty Clock, depicting the story of England’s origins, the valiant battle between St George and the Dragon that read “No minute gone ever comes back again, take heed and see ye do nothing in vain.”
Having never forgotten its roots, Liberty London has an in-house designer studio and its in-house brand, Liberty Fabrics, is beloved worldwide, known for quality, taste and bright, alluring patterns that you’ll be pressed to find anywhere else.
Oxford Circus:
The holy trinity of London’s shopping areas form over three tube stations, Marble Arch, Bond Street and Oxford Circus. Whilst Marble Arch and Bond Street cater to more luxury international brands, including the likes of Dior, Chanel, Hermes, Oxford Street has more of the high street brands, brands considered more affordable for the average person, primarily big names in fast fashion Topshop, Bershka, H&M and even all time favourite Uniqlo.
As a district, Oxford Circus is more in line with European style shopping. Skip the shopping malls and think huge stores several stories high catering to each brand- a shopaholic’s literal Disneyland. The gems of Oxford Circus include the landmark H&M flagship, boasting three humongous floors of fashionable Swedish fare to pick from (the brand’s other sister stores, ARKET and &OtherStories are also located along the same street) and Nike Town, Nike’s speciality sports store selling everything from classic nike sneakers to baseball caps, jerseys and equipment in the name of atheleisure.
If you’re looking to buy British, make a beeline for the glowing blue sign of Primark. The English equivalent of Daiso, you’ll find everything from clothing to makeup, toys, and bedding, all for a reasonable price. A tip for travellers: if you’re worried about packing for your flight home, you can also find sturdy luggages here for a fraction of the price. Primark’s recent collaborations with Disney and Harry Potter have also been a great hit for the brand.
Other British brands that have megastores along Oxford Circus include Marks and Spencers, or M&S, known for sensible clothing and the best of British treats and River Island, another big fast fashion name.
Coal Drops Yard
A mere walking distance from one of London’s busiest and most connected tube stations, Kings Cross Station, Coal Drops Yard is an up and coming shopping area. The foundations of the district were redesigned from old Victorian Sheds that used to store coal for transportation, leading to the creation of a wide open space where people are free to shop, eat and play. The curved metal ceilings, a brainchild of architect Thomas Heatherwick give the area a certain industrial edge, making it perfect for modern shopper who is a cut above the rest.
The retail park’s offerings include internationally recognised brands like clothing label Diesel, Paul Smith (previously mentioned), tech giant Samsung and hip sneaker retailer Superga and also more European selections like Country of Origin and A.P.C. Apart from apparel. Coal Drops Yard is also very proud of its emerging, London-based brands: you can find a vast selection of customisable skateboards at the Skateroom Pop up Store, pick up a miniature terrarium at Botanical Boys and get an energising workout in at FaceGym.
You can even take art and design workshops at Store Store, a design shop specialising in art, design and architecture education that seeks to address social imbalance through the sale of art by students. Coal Drops Yard really is a hipster’s paradise.
Coal Drops Yard also has sixteen boutique eateries to choose from. When hunger strikes, you’ll be in the good hands of the grilled cheese maestros at Morty and Bob’s, where you can feast on comforting grilled cheese sandwiches just like you remember them. If you’re in for something more filling, try Hicce at Wolf and Badger, to wine and dine on a terrace overlooking the sunset. Meanwhile, those looking to quench their thirst will love House of Cans, an off license and bar that carries an extensive collection of craft beer or The Drop, where wine is their specialty. If your tastes run a little sweeter, there’s always Le Chocolate Alain Ducasse, a chocolatier selling pralines, ganaches and other treats from Paris.
When to shop:
Now you know where to shop, you’ll be wondering when the right time would be. Most of the big sales in London happen right after Christmas and lasts until January. Most major retailers also begin summer sales in mid-July, but these have become less common in recent years. If you’re looking for a good bargain, the period just after New Years is the best time to hit the shops.
As you can expect, crowds get pretty crazy during this time of the year though so prepare yourself! May the best shopper win.
Most major department stores in London allow tourists to shop tax free. Visitors from outside the EU are entitled to tax refunds. You can request a tax form from participating stores and you may have to present these at the airport. Do be sure to arrive early in order to settle tax refunds. Counters for tax refunds can be found at all of London’s airports.
