Touted as “the Colette of London”, the new multi-storey Goodhood flagship store on Curtain Road, East London, has opened its doors ahead of the official launch next Wednesday. Reflecting on how far the brand has come since launching in its original location a few streets away, seven years ago, co-founder Kyle Stewart said: “The move is going to give us the opportunity to house our products in a new way, makes room for a greater variety of luxury, contemporary brands, and will improve our customers’ experience”.

The new “cultural emporium” is the latest incarnation of a brand that started life as a small shop in Hoxton in 2007. Four years later, The Goodhood Workshop opened – a studio space which was home to the company’s office as well as an exhibition area. Last year, Stewart and his partner Jo Sindle – who by then had a son together called Duff – rebranded the space as The Goodhood Life Store.

In its new – far more spacious – guise the company has considerably expanded its range of womenswear, menswear, accessories, kids clothing, beauty and grooming products, as well as homewares, to fill a new venue set across 900 perfectly-polished square metres. Key brands include Opening Ceremony, Comme Des Garcons, Nike Sneakers, Maison Martin Margiela, Aesop and Rodin – with plenty to keep the kids looking as smart as you (if not smarter). And when you’re pooped from all the shopping, head to the new in-house Goodhood Café, overseen by Brett Redman, the man behind Elliot’s Café in Borough Market, and the Pavilion Café in Victoria Park. Tick, tick.

goodhoodstore.com