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© Rob Greig

Liberty was founded in 1875, but the present Marlborough Street site, with its ships’ timbers and leaded windows, was built in the 1920s. The interconnecting jumble of rooms, with the odd fireplace and cushioned window seat, makes for an intimate feel – as if you’ve strayed into a private room in a stately home. It’s not an accident, founder Arthur Lasenby Liberty wanted customers to feel as if they were exploring someone’s home, keeping the shopping galleries small, albeit linked to three rather grand atriums.

Although Liberty trades well on its history, it constantly squeezes innovation into its wood-panelled rooms. Alongside one of the best edits for fashion shopping in the world, in 2011 it expanded its men’s floor, adding a huge tailoring and accessories chamber packed full of posh undies. The Paper Room soon followed on the ground floor with micro-floral Liberty print stationery and gifts, and then the Dining Room opened – quirky cookware and gadgetry in a space modelled on the kitchen in Downton Abbey.

French publishing powerhouse Assouline opened its Literary Lounge on the ground floor, where you can flick through fashion, art and photography coffee-table books (which are, oddly, the size of coffee tables). The Beauty Hall then doubled in size with 10 new brands – their counters manned by an eerily beautiful staff – and three new treatment rooms.

But for all its pomp and fizz, Liberty doesn’t take itself too seriously – there’s a genuine sense of whimsy in its approach to retail. Collaborations with brands such as Puma and Nike produce floral sneakers (that instantly sell out) and, via its Art Fabrics project, Liberty has worked with babydoll-dress fancier Grayson Perry and even Hello Kitty to create exclusive fabrics. It also hosts Dragons’ Den-like open days for entrepreneurs to pitch new products (which usually involves nervous people dragging sofas and knick-knackery up and down the stairwells). Visitors can also have their moustache expertly trimmed and waxed at Murdock barbers or their barnacles plucked off by expert chiropodists in the Margaret Dabbs Sole Spa.

Unapologetically eccentric and truly innovative, Liberty is a London icon.

As featured in the 100 best shops in London

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Venue name: Liberty
Address: Regent St
Opening hours: Open 10am-8pm Mon-Sat; noon-6pm Sun
Transport: Tube: Oxford Circus
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Average User Rating

4.6 / 5

Rating Breakdown

  • 5 star:5
  • 4 star:3
  • 3 star:0
  • 2 star:0
  • 1 star:0
2 people listening
Jadis T

Hands down my favourite shop in London. The building itself is quirky and charming while the collections are carefully curated. The staff are incredibly helpful and the Liberty Loyalty card offers the best shopper benefits around. Private shopping events, purchase bonuses and discounts are just a few of the perks. If you're lucky enough to see the Christmas shop you're in for a treat!

Staff Writer

There is no better shopping experience, everything from the layout, service and carefully selected products feels so luxurious when you're in Liberty. 

The staff know the stockests inside out and always seem so calm (even in the middle of January) and you can seemly guaranteed quality from lower priced products all the way up to the furniture and more expensive pieces.

I always pop in at Christmas because it feels all the way festive without even a hint of tinsel. The decorations department is insanely good and the sales are often 50%+ off high end brands.

My fave!


Selfridges eat your heart out. As well as being a retail institution, Liberty exudes something out of a fairytale. I have to take a few deep breaths before walking in the main entrance due to the sensory overload. The chocolate shop feels like a chic version of Wonkaland but the fragrance section is where the magic happens. I dare you to try and leave without making some kind of lavish purchase.


Stunning building, beautiful decor and inspiring collections.

I love getting lost in Liberty, and making my way through each of the floors.

Can get a bit busy, but where in London doesn't!? Great location so make the most of carnaby st, regents st and all it has to offer.

Katie R
Staff Writer

 Without a doubt one of London's loveliest shops. A trip around Liberty feels a bit like wandering around an old mansion - in the best possible way. If you can brave the crowds on Regent Street, it's especially atmospheric around Christmastime. Of course, it’s best known for its fabrics, so the haberdashery section is a must-visit (even if you aren’t remotely craftily inclined), while the jewellery hall and contemporary womenswear offering are also pretty jaw-dropping. The beauty hall is one of the best in London, and easily rivals the much bigger cosmetics departments found at Selfridges etc. Look out for cult products like Egyptian Magic, Mermaid shampoo, Mane n’ Tail shampoo… as well as well-stocked counters from the likes of Hourglass, Laura Mercier, Nars etc.

Rebecca Davies

What a wonderful shop! Has every single thing you need under one room, ranging from affordable prices to extortionate prices, but it's amazing to see all the designer clothing/accessories, and how they have been displayed about the room. The Chocolate room is amazing, and not too pricey! Lovely shop, great staff, well worth a visit!