Chinese toymaker Pop Mart has confirmed a major UK expansion that will see the country become its European home base, ensuring its breakout character Labubu permanent retail presence.
Following Prime Minister Keir Starmer’s trade visit to China in late January 2026, Pop Mart announced it will open seven new stores across the UK throughout the year and establish London as its regional headquarters for all European operations.
The UK push gives Labubu a physical “territory” after around 18 months of intense online popularity. Demand has been so strong that some UK retailers previously paused in-store sales due to long queues and safety concerns, turning scarcity into a defining part of the brand’s appeal.
Dedicated storefronts are designed to absorb that demand and normalize Labubu as an everyday retail fixture rather than a limited drop.
Labubu to expand territory in UK
Pop Mart has already outlined several key locations. A major flagship store is planned for Oxford Street in central London, positioning Labubu alongside some of the city’s highest-footfall retailers. Outside the capital, the company will open its first-ever Welsh store at St David’s Cardiff, taking a 2,529-square-foot unit on the upper level of the Grand Arcade.
A city-centre outlet in Birmingham has also been confirmed as part of the initial rollout.
During his China trip, Starmer was presented with a Labubu doll in a moment that quickly circulated online. He later joked that it “won’t last long” with his children, a remark that underscored how deeply the character has crossed into mainstream awareness in the UK.
For Pop Mart, the strategy is about diversification. With domestic consumer spending in China showing signs of cooling, the company is using the UK as a springboard to open up to 20 additional stores across Europe in 2026.
Making London its headquarters signals a long-term commitment to the region, turning Labubu’s online fame into a bricks-and-mortar footprint and giving the brand a stable base for its next phase of growth.
