A brand-new retail opportunity for Giftware Association members. This Autumn, a new kind of pop-up retail is coming to Westfield White City, London, and Giftware Association members are invited to be part of it.

co.lective is a curated pop-up retail destination designed to showcase the UK’s most exciting independent, retail-ready brands in one of the busiest shopping centres in the country.  With over 30 million visitors a year., brands will have the chance to meet thousands of shoppers every week.

“This is retail done differently, conscious, collaborative, and community-first,” says founder Ami Rabheru, retail strategist, founder of Retal Huddle. “We’re creating an experience where independent brands can connect with real customers in high footfall locations, tell their stories, and grow visibility in a way that’s impactful, affordable, and memorable.”

At its heart, co.lective is a multi-brand incubator kiosk, designed to lower the barriers for independent brands to access premium retail spaces. Launching in Westfield this September, eight brands will be showcased on rotation each week, with the option to book longer sessions or secure multiple spaces. Every line-up will be carefully curated to ensure a fresh, discovery-led shopping experience for customers.

The launch campaign is an exciting feature. Each week, new brands will be “unboxed” to spark curiosity and excitement both online and in-store.

Launching in September 2025, co.lective is more than a pop-up, it’s a movement to bring next-gen brands from URL to IRL.

We’d love to see Giftware Association members take centre stage in this exciting launch.

About co.lective
co.lective is a brand-new pop-up retail destination powered by Retail Huddle, founded by retail strategist Ami Rabheru. With 20+ years of buying experience and a mission to support independent, founder-led brands, Ami and her team are reimagining retail for the next generation of emerging retail brands.

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