Independent, founder-led businesses will soon gain a new platform at one of London’s busiest shopping centres. From 18 September 2025, co.lective, a curated pop-up retail destination, will open at Westfield White City, providing weekly opportunities for smaller brands to engage with high footfall audiences.
The initiative is designed to lower barriers for emerging, retail-ready companies seeking access to premium shopping spaces. Eight brands will be showcased on rotation each week, with the option to book longer or secure multiple spaces. Each line-up will be curated to create a discovery-led experience for customers, ensuring variety throughout the season.
“This is retail done differently, conscious, collaborative, and community-first,” said founder Ami Rabheru, retail strategist and former buyer for M&S, Next, and Tesco. “We’re creating an experience where independent brands can connect with real customers, tell their stories, and grow visibility in a way that’s impactful, affordable, and memorable.”
The launch campaign, titled co.lective UNBOXED, draws inspiration from the unboxing experience familiar to online shoppers. The kiosk design references shipping boxes, reflecting the ecommerce origins of many of the featured brands. Each week, new names will be revealed both online and in-store, with the intention of sparking curiosity and providing every brand with a dedicated launch moment.
“From the moment consumers see the crate-style kiosks, they’re pulled into a story of discovery. Each kiosk becomes a vessel of values, waiting to be unpacked by curious, conscious shoppers. And when they do? They don’t just shop, they join the culture,” added Rabheru.
The pop-up will be located in the centre of Westfield White City, close to retailers including
Sephora, Lush, Mango, and John Lewis. With the centre attracting more than 30 million visitors each year, the kiosk is intended to give smaller businesses exposure to a significant consumer audience.
Participating brands will be provided with a dedicated kiosk space, which includes lockable storage, with pricing starting at £100 per week. They will also benefit from a media campaign, including on-site signage and digital billboard placements within Westfield White City.
The project will operate on a commission-free basis and is supported by additional services such as tie-ups with Westfield’s wider marketing activity, Retail Huddle guidance, PR support and access to a retail industry network.
Following the co.lective UNBOXED launch, further campaigns will be introduced to coincide with retail milestones, including Diwali, Christmas gifting, and an Autumn edit.
