Multi-brand pop-up concept launches at Westfield with rotating indie line-up

A bold new retail experience has arrived at Westfield White City, as co.lective opened to eager shoppers over the weekend. This rare physical platform for founder-led, independent brands enables them to shine in one of the UK’s busiest shopping destinations.

“More than a pop-up, co.lective is a curated incubator kiosk with a rotating weekly line-up, designed to make premium retail spaces more accessible for emerging brands,” explains co.lective founder Ami Rabheru, who was previously a buyer for M&S, Next, and Tesco.

The debut campaign, co.lective UNBOXED, draws inspiration from the excitement of the unboxing experience, reimagined for a physical retail environment. Each week, new independent brands are unveiled both in-store and online, creating ongoing consumer anticipation and offering each brand a distinctive, high-impact launch moment.

A team of content creators, marketing executives, and visual merchandisers is also on hand to bring a wealth of expertise to this collaborative installation.

Sarah Manning, company director of visual merchandising courses, stresses: “It’s really important that brands now are talking more about who they are, their brand story.

co.lective is a great way for brands that have purely just traded online, and maybe at smaller sites, to be able to then showcase their product to a totally new audience.”

This collaborative platform launched on Thursday 18th September with its first seven brands: Anemos Aromatherapy, Latifa Naturals, Love Your Company, Natrie, Nudie Jewellery, Wuka and Zìyóu Studio.

Ruby Raut, founder of period underwear brand Wuka, explains why they choose co.lective: “This is our first pop-up. After seven years of running the business, we have done a complete brand refresh, this is our chance to show how the brand has evolved over time and showcase the next generation period care.”

While Katie Grace, creator of gender neutral, sustainable officewear brand Zìyóu Studio, is hoping this event, and pop-ups like it, will help to build brand awareness: “I’m really trying to get my brand name out there; interact with the public, see what they think of the clothes.”

Following co.lective’s initial UNBOXED campaign there will be future complementary events during the autumn/winter calendar – including Diwali and Christmas.

“This is just the start,” adds Rabheru. “Future campaigns will align with the retail calendar — from Diwali to Christmas — to keep the experience fresh and exciting for customers and impactful for brands.”