Pop Mart opens London flagship in Covent Garden as Labubu mania hits the UK
Labubu mania arrives in the UK
Pop Mart, the Chinese collectible toy giant valued at $10 billion, has opened its first UK flagship store in London's Covent Garden — and the response has been extraordinary. Over 800 people queued from 4am on opening day, with some camping overnight to secure exclusive UK-only Labubu variants.
The 3,200 square foot store across two floors features the full Pop Mart range, including Molly, Dimoo, Skullpanda, and the brand's breakout star Labubu — the mischievous elf character that became a global phenomenon after being spotted on Blackpink's Lisa's bag in 2024.
UK exclusives driving demand
The London store launched with three UK-exclusive products: a "Royal Guard Labubu" in Buckingham Palace-inspired packaging, a "London Fog" colourway Molly figure, and a Covent Garden-themed blind box set. The Royal Guard Labubu sold out within 90 minutes, with secondary market prices immediately hitting £85 — over four times the £20 retail price.
"We chose Covent Garden because it represents the intersection of culture, tourism, and community that aligns perfectly with Pop Mart's brand. London was always our priority for a European flagship." — Wang Ning, Pop Mart CEO
The queue culture phenomenon
The opening day scenes echoed the frenzy that has accompanied Pop Mart store openings across Asia. The queue stretched from the store entrance through the Covent Garden Piazza and down James Street. Pop Mart distributed numbered wristbands from 6am, with the first 100 customers receiving a complimentary mystery Labubu keychain.
TikTok was flooded with unboxing videos throughout the day, with #PopMartLondon trending in the UK by midday. Several creators documented finding the ultra-rare "Secret" Labubu variant — a 1-in-144 chase figure that immediately commands £200+ on the resale market.
European expansion strategy
The London store is the centrepiece of Pop Mart's aggressive European expansion. The company plans to open stores in Paris (Champs-Elysees, Q3 2026), Berlin (Alexanderplatz, Q4 2026), and Milan (Galleria Vittorio Emanuele, Q1 2027). Pop Mart also confirmed an e-commerce platform for UK and EU customers.
The European push comes as Pop Mart's international revenue surpassed domestic Chinese sales for the first time in 2025. The plush and art toy category is projected to reach $4.2 billion globally by 2028.
What UK collectors need to know
The Covent Garden store is open daily from 10am to 9pm, with a Robo Shop (vending machine for blind boxes) accessible 24/7. Pop Mart operates a membership programme offering early access to new releases. The store also hosts monthly "Pop Nights" — ticketed events with artist signings, blind box opening parties, and first access to limited drops.
For collectors unable to visit London, the UK e-commerce site offers most releases with standard and express delivery. However, store exclusives remain in-store only — a deliberate strategy to drive foot traffic and maintain the experiential retail model that has been so successful across Asia.