A boutique concept store launching in London this February is the latest move from Cancer Research UK as it continues to grow the popularity of charity shopping with a diversified offering.

The premium store, one of 35 that the charity has across the UK, in London’s fashionable Marylebone has been redeveloped as a boutique concept store that showcases stylish quality fashion and homeware products in a relaxed and contemporary space.

Charity launches new 'premium' concept store
Cancer Research UK’s Premium Shop on Marylebone High Street

It is aiming to attract fashion-orientated, discerning shoppers who are both new and experienced charity shoppers.

Working with renowned creative director, Emma Slade Edmondson, and interior designer, Nadia Themistocleous, the redesigned Marylebone shop has a modern and minimal design with soft colour palettes, less clutter and a refreshed window display. This concept store, with its high-end products on offer, gives lots for consumers to discover, coupled with a communal space to ensure the store is part of the local community. With the launch of the premium boutique, Cancer Research UK hopes to further evolve perceptions of charity shopping.

Charity launches new 'premium' concept storeJulie Byard, director of trading at Cancer Research UK said:

“Whether commercial or charity, retailers shouldn’t stand still. We’re always working to ensure we’re relevant to customers and supporters and have had different categories of shops to meet a variety of needs for years.

“To help us develop the design and concept of this shop, we identified the types of shoppers our premium stock would appeal the most to. We then established how we could best meet their shopping expectations. Our aim is to create a contemporary space that cohesively showcases our high-end products and appeals to aspirational, fashion-forward shoppers. We’re excited to unlock the joys of charity shopping for a new audience, whilst still appealing to our existing supporters.

Charity launches new 'premium' concept store“Our updated premium Marylebone shop is an exciting development in charity shopping. We will be taking customer feedback on board, as well as looking at the impact the new design has on driving people to browse, shop, volunteer and donate items. Charity shops have vital roles to play in their communities so it’s important that ours stay connected to theirs. We’re utterly thrilled with the reaction so far, we’ve heard squeals of delight as dream purchases are discovered!

“We’re incredibly grateful to everyone who chooses to donate, shop or volunteer at any of Cancer Research UK’s 600 shops, giving great quality home and fashion items a new lease of life. We receive no government funding for our research, so rely entirely on the generous support of the public. Money raised by products that have been generously donated to us helped raise more than £25million to beat cancer last year.”

For more information or to find your local shop, please visit www.cancerresearchuk.org/get-involved/ways-to-shop or follow us on Instagram

The Marylebone store can be found at 24 Marylebone High Street, Marylebone, London W1U 4PQ (nearest tube stations: Regent’s Park or Baker Street)