A brand-new shopping experience has landed at Westfield White City, bringing a rotating line-up of exciting independent brands straight to the heart of one of the UK’s busiest shopping centres.
This isn’t just another pop-up, it’s a weekly unboxing of standout small businesses, giving shoppers the chance to discover unique products, meet passionate founders, and shop consciously, all in one place.
“We created co.lective to make premium retail space accessible to small, founder-led brands, and to bring something new and inspiring to shoppers each week,” says co.lective founder Ami Rabheru, retail strategist and founder of Retail Huddle.
The first co.lective line-up features seven incredible brands, including:
Anemos Aromatherapy – mood-boosting natural scents

Latifa Naturals – nourishing baby skincare

Love Your Company – conversational prompts for every occasion

Natrie – cleaning products created by a professional cleaner

Nudie Jewellery – skin-friendly, pearl jewellery

Wuka – next-gen, sustainable period underwear

Zìyóu Studio – gender-neutral officewear with a slow fashion ethos

Zahra Hassan Mohamed, founder and formulator of Latifa Naturals, explains why they are collaborating with this exciting pop-up: “We’ve been to local community fairs and markets, and it was incredible to connect with parents at a local level. But co.lective has really helped us achieve a wider reach.”