Travelling retail concept raye the store opened its latest pop-up store on Soho’s Berwick Street, its tenth London location.

Having already showcased over 500 UK-based and European brands since 2021, the concept is centred around innovative brand discovery and hosting the best in emerging wellness, beauty, nutrition, food and drinks products.

The pop-up – which features Beam which will be on site offering immersive experiences for make-up and beauty lovers – will run until 5 June and present over 80 brands and 200-plus products with innovative packaging and natural ingredients.

The store’s selection includes beauty SKUs spanning skincare, hair care and make-up – with brands including Hair Veda, Odly, He Fe, KOBA skincare, The Dead Sea Co, every&one, Mariam Em, Zowena, Children of Earth, Make u by Jo, Rola Skin and Yui Skin – as well as homewares coming from Uranus Wi er, leverden, Del his Eco, Altere Studios and Boost Pet.

Wellness products such as antioxidants, nootropics and synbiotics are also on offer, alongside cooking essentials, spirits and cocktails (including alcohol-free), chilled foods, frozen sweet treats and snacks.

The elegant feel of the retail space was created by design team Studio Böreck and architectural designer Rawan Muqaddas and features natural textures complemented by a seasonal colour palette of purple and lavender tones.

Commenting on the latest launch, founder Nicole Compen (pictured), who personally selects each product, says: “We have been popping up all over London since our launch, but this location is particularly exciting for us due to the history of the area; it feels like we are continuing the tradition and creating our own community by bringing all of these independent brands to an area of Soho that’s been a thriving retail destination for centuries now.”