The Best Places to Shop in London
Fortnum & Mason, London
I lived in London for more than 11 years, long enough to know the difference between shops that are famous and shops that are actually worth going to. London shopping isn’t about flash. It’s about craftsmanship, history, and places that quietly do things better than anywhere else in the world.
This list isn’t trendy. It’s intentional. These are London shops I consistently recommend to clients who want meaningful purchases—things you’ll use, wear, read, or enjoy long after you’re home.
James Smith & Sons
The famous umbrella shop—and yes, it deserves the hype. James Smith & Sons has been making umbrellas since the 1800s, and walking inside feels like stepping into another era. These are serious umbrellas: handcrafted, beautifully balanced, and built to last decades. London rain is real, and this is the only souvenir that actually improves your daily life. Buy one here and you’ll quietly judge every umbrella you see for the rest of your life.
Liberty London
Liberty is one of the most beautiful department stores in the world. Housed in a Tudor-style building, it’s known for its iconic floral prints, fashion, beauty, and home goods. This is where British heritage meets modern design. Even if you don’t buy anything, it’s worth wandering—but chances are you’ll leave with silk scarves, distinctive fabrics, or something delightfully unexpected.
Fortnum & Mason
Fortnum & Mason is unapologetically British and wonderfully over the top. Tea, biscuits, preserves, chocolates, and food gifts packaged so beautifully they feel ceremonial. This is where you buy edible souvenirs that actually get eaten—and remembered. Head upstairs for the tea salon or build a custom hamper. It’s touristy, yes, but for very good reason.
Links of London
Links of London built its reputation on refined, wearable jewelry with subtle British charm. Think classic silver, understated gold, and pieces that feel personal rather than flashy. It’s a great stop for meaningful gifts—especially if you want something elegant that doesn’t scream “luxury branding.” Very London, very wearable.
Daunt Books
Daunt Books is the bookstore people fall in love with. The Marylebone flagship, with its long oak galleries and skylights, specializes in travel books arranged by country. It’s quiet, atmospheric, and dangerously easy to lose an hour in. Even if you’re not a big reader, this is one of the most beautiful bookshops in London.
Labour and Wait
Labour & Wait sells practical things done perfectly: brushes, kitchen tools, enamelware, notebooks, and clothing with purpose. Nothing trendy, nothing disposable. This is the shop for people who appreciate quality and function over aesthetics for aesthetics’ sake. Everything here feels considered—and lasts.
House of Hackney
Bold, maximalist, and unapologetically British. House of Hackney is known for its dramatic wallpapers, fabrics, home accessories, and occasional fashion collaborations. Even if you’re not redecorating, the store is inspiring. This is London creativity at full volume—confident, artistic, and distinctive.
Turnbull & Asser
If you care about tailoring, Turnbull & Asser is essential. Famous for shirts worn by royalty and James Bond, this is traditional British menswear at its best. Even if you’re not buying custom, the ready-to-wear pieces are impeccably made and deeply classic.
Floris
Floris is Britain’s oldest perfumer and still operates from its original Jermyn Street location. Classic, refined scents with royal warrants to back them up. This is fragrance for people who don’t want trendy. If you love heritage perfume houses, Floris is non-negotiable.
Aspinal of London
Aspinal produces beautifully made leather handbags, wallets, and accessories with subtle luxury appeal. British, polished, and practical. It’s a great alternative to louder designer brands—and something you’ll carry long after trends change.
Penhaligon's
Whimsical, storied, and very British. Penhaligon’s fragrances range from classic to eccentric, often inspired by characters and narratives. The boutiques are charming and fun without feeling gimmicky. A great place to find a scent that feels personal and unexpected.
Anya Hindmarch
Playful but impeccably made, Anya Hindmarch is known for clever leather goods and accessories with personality. Think luxury that doesn’t take itself too seriously. The stores are joyful, and the pieces make excellent long-term companions.
Waterstones Piccadilly
Europe’s largest bookstore—and shockingly easy to spend hours in. Multiple floors, excellent travel and fiction sections, and a calm café at the top. If you love books, this is heaven.
Sunspel
Sunspel does elevated basics exceptionally well. T-shirts, polos, knitwear, and loungewear made with premium fabrics and understated design. If you want clothes that quietly outperform everything else in your wardrobe, this is your stop.
Oliver Sweeney
Handmade shoes and boots with refined styling and serious craftsmanship. British footwear has a long history, and Oliver Sweeney sits comfortably in that tradition. A great place to invest in shoes you’ll actually wear.
The Conran Shop
Modern design, home goods, and gifts curated with intelligence. It’s a design lover’s playground—useful, beautiful things without excess. A great place to browse and almost impossible to leave empty-handed.
Notting Hill Bookshop
Yes, it’s famous—but still charming. A lovely stop if you’re in Notting Hill, especially paired with neighborhood wandering. Lighthearted and literary.
Covent Garden Market
Independent stalls, crafts, and historic surroundings. Best enjoyed as wandering rather than targeted shopping. Pair with lunch and street performers.
Final Thoughts
London shopping rewards curiosity and restraint. Buy fewer things—but buy better ones. Heritage, craftsmanship, and practicality are where London shines.
If you want help designing a London itinerary that reflects how the city actually works—where to stay, how to move around, and how to layer shopping into a smart trip—I offer personalized travel consultations. London is best experienced with context, not chaos. Book a complimentary vacation consultation here.
About Krista
I’m a Virtuoso travel advisor based in West Palm Beach, Florida. I attended the University of Notre Dame for undergrad and I have my MBA from the University of Chicago. Before building my travel business, I spent 20 years in the investment management industry and over a decade living and working in London, England. I’ve personally traveled to 75+ countries and now design thoughtful, highly customized trips for travelers who value expertise, access, and a seamless experience.
I offer a complimentary 30-minute consultation for travelers considering a custom itinerary or luxury cruise. Book a complimentary vacation consultation here.
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