Pop Mart, the Chinese maker of the Labubu doll and other designer collectibles, will open a new London flagship at 149-151 Oxford Street on 23 October. The shop follows its largest London store to date on Charing Cross Road, opened earlier this year, which took the brand to 16 shops in the UK.
Retail Technology Innovation Hub reported on 19 October 2026 that the Oxford Street flagship will open at 10 am on Friday 23 October, with hours of 10 am to 10 pm from Monday to Saturday and noon to 6 pm on Sunday. Pop Mart announced the date on Instagram, promising exclusive products and activities. The report does not say whether the flagship replaces or adds to an earlier Pop Mart store on Oxford Street, and it gives no size, rent or staffing figures for the new shop.
The Charing Cross Road store set the scale
The report says Pop Mart opened its largest London store earlier in 2026 at 69-71 Charing Cross Road, covering 5,090 sq ft with a mezzanine, a first for a Pop Mart shop in the UK. It was the brand’s 16th UK store and gave Pop Mart seven standalone London shops and nine London sites in total, including dedicated spaces in Harrods and Hamleys. The shop sits in the former home of House of Spells, close to the brand’s first London store in Soho. That Soho shop has since closed.
A closure alongside the openings
The Soho closure shows the brand adjusting its London estate as it grows. Pop Mart’s head of UK retail, Ian Ashton, said the Charing Cross Road shop reflected the growth of the brand’s London community and gave it a home. Away from the capital, Newcastle’s Chronicle Live reported queues before 9am for the opening of Pop Mart’s first North East store at Eldon Square, three days ago. Retail Bulletin and Retail Gazette also covered the Newcastle opening.
Oxford Street becomes a collectibles destination
The Pop Mart flagship opens in the same week that Miniso confirmed it is taking HMV’s building at 363 Oxford Street for its first UK Miniso Land, a 19,000 sq ft flagship, reported by the same publication.
Savills, which acted for the landlord on the Miniso deal, said pedestrianisation plans have fuelled demand for space on the street. Both Pop Mart and Miniso are international brands trading through UK shops; neither report describes a franchise model, so none is assumed here, though a master franchise is the structure many overseas brands use to enter the UK.
What to watch next
The markers are the opening-day trading, any figures Pop Mart releases on the Oxford Street shop, and whether the brand announces further UK sites after Newcastle and London. Retail Gazette’s reporting on Oxford Street’s recovery will be a check on whether the street keeps attracting flagship leases, as Savills says it expects.
The brand has not said how many further UK shops it plans. Opening-week queues, which Newcastle saw three days ago, are a visible measure but not a financial one, so any judgement on the Oxford Street shop will need figures that Pop Mart has not yet published, the sort of detail set out by brands recruiting UK partners.
