On our radar: Top local favourite independent shops in Fitzrovia
Fitzrovia is ideal if you enjoy shopping beyond the usual high-street rush. Just moments from Oxford Street and Regent Street, the area is home to a mix of well-loved independent shops in Fitzrovia and specialist stores that locals return to again and again.
This guide highlights a selection of Fitzrovia boutique stores and local favourites, perfect if you’re looking for unique shops in Fitzrovia or wondering where to shop in Fitzrovia without the crowds.
Clutch Cafe London
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- Address: 78 Great Portland St, London W1W 7NT, United Kingdom
- Opening hours:
Monday–Saturday: 11:00–19:00
Sunday: 12:00–18:00 - Price: Jeans typically start from £250
- Best for: Denim enthusiasts, heritage menswear buyers, quality-focused shoppers
Clutch Cafe London is a quiet stop on Great Portland Street that denim fans often seek out. The shop focuses on Japanese selvedge denim and classic workwear, with pieces that feel well made and meant to be worn for years. It is an easy place to browse, ask questions, and pick up something genuinely special from Fitzrovia.
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Kith London
- Address: 314 Regent St., London W1B 3BL, United Kingdom
- Opening hours:
Monday–Saturday: 10:00–20:00
Sunday: 12:00–18:00 - Price: T-shirts typically start from £70
- Best for: Streetwear enthusiasts, fashion-led shoppers, lifestyle retail
If you are already exploring Regent Street shopping in Fitzrovia, Kith London is an easy stop along the way. The store is known for its own streetwear collections, limited-edition trainers, and well-executed collaborations. Many visitors include it as part of their Fitzrovia shopping guide when looking for something more curated than standard high-street brands.
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HOLLAND & BARRETT - OXFORD STREET
- Address: 146–148 Oxford St, London W1D 1NA, United Kingdom
- Opening hours:
Monday–Saturday: 09:00–21:00
Sunday: 12:00–18:00 - Price: Supplements typically start from £5
- Best for: Wellness-focused shoppers, health supplements, natural products
Just a few steps from Oxford Circus, Holland & Barrett is where many shoppers pop in for everyday wellness essentials. The store carries a wide range of vitamins, supplements, protein snacks, and natural beauty products, all clearly laid out and easy to navigate. It works well as a quick stop while exploring Oxford Street or heading back into Fitzrovia.
So Tiny London
- Address: 64 Great Titchfield St., London W1W 7QH, United Kingdom
- Opening hours:
Monday–Saturday: 11:00–18:00
Sunday: Closed - Price: Dresses typically start from £120
- Best for: Independent womenswear, contemporary fashion, boutique shopping
Tucked away on Great Titchfield Street, So Tiny London is one of those hidden gem shops in Fitzrovia you might miss if you are not looking for it. The boutique specialises in beautifully made baby and children’s clothing, along with toys and gifts that feel personal rather than mass-produced. It is a lovely stop for visitors searching for something meaningful to take home, especially for families or new parents.
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SPORT DIRECT
- Address: 150–154 Oxford St, London W1D 1ND, United Kingdom
- Opening hours:
Monday–Saturday: 09:00–21:00
Sunday: 12:00–18:00 - Price: Sportswear items typically start from £15
- Best for: Affordable sportswear, trainers, everyday activewear
When comfort matters more than browsing, Sports Direct is a reliable stop near Fitzrovia. Shoppers come here for trainers, gym wear, football kits, and practical basics at competitive prices. It is often included in lists of the best shops in Fitzrovia for visitors who want to explore a day in Fitzrovia.
Explore more in Fitzrovia
Fitzrovia is more than a place to shop. Just behind the main streets, you’ll find historic buildings, independent cafés, galleries, and restaurants that give the area its relaxed local feel. From culture and dining to everyday shopping and entertainment, Fitzrovia Quarter offers a well-rounded West End experience that rewards a slower pace.