I know to the younger folks out there, department stores are dying mall anchors that are largely empty and do not have much to offer. However, for many of us, department stores have been at the heart of many moments throughout our lives. Maybe you went shopping there for your grad gown or you bought your first “adult” blazer there for work. Or maybe you went to see Santa there with your grandparents and to eat in the restaurant. Or it may even have been your first job. In any case, department stores are nothing to scoff at in modern history. Over the next few months, I’m going to explore different department stores and get into what makes each of them special. And we are starting with… none other than the history of Liberty London!
Liberty London
Liberty is one of those London icons that I think everyone should visit once. Yes, Harrods is also an interesting place but I think that Liberty has done an incredible job of maintaining their original identity while growing over the years. Not to mention, the Tudor-style building is gorgeous and even if you don’t have time to pop in, wander by!
The Early History of Liberty London
Over 150 years ago, the store that would become Liberty London was founded by Chesham merchant Arthur Lasenby Liberty. (What a name, am I right?) After spending a decade working for another merchant, he decided that it was time to strike out on his own and open his own shop on Regent Street. It was only a half-shop to begin with but he was able to expand to a full shop in less than two years, building a business selling textiles, ornaments, and home goods from the Far East.
At the ten year mark in 1884, Liberty decided the shop was doing well enough to branch out into a costume department. In 2025, Liberty is known in part for its luxury fashion and that as the plan from the beginning, with notable designers like Edward William Godwin working for the store.
Calling on artisans
In 1885, we see Liberty going back to the Far East- he brought several Indian villagers to the UK to be a sort of a living village. Because Liberty was already known for its Eastern fabrics and textiles, he wanted to capitalise on that and allow English customers to be able to see these products being made. While we absolutely recognise now that this is incredibly problematic, it only further helped to set the store apart from its competitors.
By the 1890s, Liberty London was closely intertwined with the Arts and Crafts Movement, and later would become even more so with Art Noveau. The bold prints and designs developed in the 1890s at Liberty still very much influence the company’s designs today.
A new store down the street
101 years ago, Liberty London moved into the store we now recognise today on Regent Street (with the formal entrance off Great Marlborough Street). The Tudor-Style building has been an iconic landmark in London, instantly recognisable. It was built from the timber of two different ships, the HMS Impregnable and the HMS Hindustan. It is now a Grade II listed building, so I don’t think we will be seeing changes to it any time soon…
The store has six storeys with several different departments, and you will often see art installations and different pop-ups in the main atrium. Although the building style is quite different from the typical department store, it does tend to set Liberty’s displays apart and continuously remind shoppers of exactly where they are. (And as anyone in marketing will tell you, a strong identity is key for any business.)
Liberty still has a number of eclectic markets, and their buyers focus on bringing in many one of a kind pieces. (This is not a PR piece for Liberty, they are not paying and have not asked me to do this- I simply find their business fascinating!) They are also still largely known for their Liberty prints, with Liberty fabrics remaining immensely popular to this day.
Christmas at Liberty London
In the 21st century, Liberty London is strongly associated with Christmas in London (along with a few other key spots), largely due to their creative window displays and Christmas shop. The Christmas shop tends to open in the second half of August each year. While I know that many people argue it is too early, it does allow more visitors to see the Christmas shop if they happen to be there earlier! (And if you do not want to go in September or October, you can absolutely wait until closer to the holidays.) In addition to all sorts of baubles and tree decorations, Liberty will often have some more… shall we say outrageous?… options if you have a healthy budget to work with. (Imagine a £10,000 moving reindeer or a £5,000 sleigh for your festive needs!)
As one would expect, Liberty really goes all out with their Christmas windows, as well. I do find it interesting that their holiday windows are not always holiday themed. A great example are the 2024 windows- they were pink and green for Wicked! I think that the wide variety in themes very much fits with Liberty’s artistic vision, though.
I am rather excited to be able to visit the Christmas shop on my London trip this year, and I am hoping the Christmas windows will be up (though I don’t actually know when they go in). Here is hoping I can find a suitable ornament for my tree!
Have you ever visited Liberty London?
Cheers,
The Historian
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