A voyage of discovery: the Liberty London mind-set

Liberty London is changing what it means to be a retailer. Using design, personalization, discovery, and more, the brand marries rich heritage with cutting-edge technology to re-imagine the retail experience.

It’s one thing to sell beautiful things – it’s quite another to create a movement. But Liberty thinks of itself not just as a store, but as center for discovery, animated by arts, culture, design and the pursuit of beauty. In the spirit of its pioneering founder, Arthur Lasenby Liberty, the brand brings together an edit of the world’s greatest craftspeople across beauty, accessories, fashion, kids’ clothing and homewares - housing them alongside its in-house Liberty London Collection. Technology plays a key part across the board, as Liberty looks to drive greater discoveries through a shared in-store and online experience – allowing for more stock availability, pre-orders and personalization.

Original British design since 1875

In 1875, Arthur Lasenby Liberty opened a London emporium laden with luxuries and fabrics from distant lands. Shortly after, the first Liberty Fabrics were printed and by the 1890s, Liberty Fabric was a byword for the very best of Avant Garde textile design. Today, every bolt of Liberty fabric is the product of a bespoke production process: hand-drawn by an in-house design team and screen printed in a factory a stone’s throw from Lake Como.

The Liberty London Collection

Combining directional design, artistry and innovation, the Liberty London Collection encompasses timeless bags, accessories, sleepwear, scarves and soft furnishings that blur the lines between heritage luxury and cutting-edge style. Designed in the Liberty studio using unmatchable materials and bespoke, ever-evolving production technologies, Liberty’s designers pave the way with progressive collaborations, original prints and exceptional craftsmanship – committed to bringing good design to all.

Liberty beauty DNA

The Liberty Beauty department is the place where the world’s best skin, hair, makeup and perfume brands come alive. It defines what a modern approach to beauty should be -- eclectic, inclusive, expressive and adventurous. You’ll find exclusive Tuscan skincare brand Seed to Skin alongside cult heroes Votary, Kiehl’s and Aesop, plus makeup from the likes of Trish McEvoy and Hourglass. Over in fragrance, perfume greats Frédéric Malle and Serge Lutens nestle with maverick brands including Vilhelm Parfumiere, D.S. & Durga and Byredo.

Cutting-edge fashion

Continuing Arthur’s mission to make Liberty London a standard bearer for an eclectic, progressive aesthetic, the brand’s carefully curated women’s and men’s fashion departments offer an exciting mix of contemporary new names and designer classics. From exclusive collections, to season-defining pieces, Liberty’s painstakingly nurtured roster boasts new discoveries each and every season.

Accessories are curated with the same curiosity and creative flair, housing exceptional jewellery pieces from Annina Vogel, Maria Tash and Anna Sheffield alongside cult bags and sunglasses from Mansur Gavriel, Acne Studios and Alexander McQueen.

Liberty discovers

Committed to championing the designers of the future, Liberty continually supports and spotlights emerging talent – enabling others to discover their exceptional creations. From progressive collaborations with the likes of Richard Quinn to pop-up exhibitions and #LibertyOpenCall, Liberty Discovers is a dedicated platform for up and coming designers. Liberty has also helped launch beauty brands that include Le Labo, Aesop and Frederic Malle, and jewelry designers like Andrea Fohrman and Monica Vinader.

Omni-channel experience

Today, Liberty’s unexpected edits span six floors of the brand’s Great Marlborough Street flagship store – with even more to be discovered online. Ecommerce is a key, rapidly growing part of its omni-channel mission, as it expands its range, reach, and international customer base to deliver the exceptional experience and service the Liberty brand is famed for - all over the world. Liberty’s recent launch with Amazon Pay has been a powerful step in engaging with its mobile and international customers, and the implementation of its order management system will allow stock to be ordered from elsewhere. Thanks to Amazon Pay, customers across the globe are empowered to purchase those hard-to-find products when they discover them -- in a place where old sits with new, design classics and cult styles mingle with obscure, and a truly never-ending library of fabric waits to be uncovered.