WRC 2025: Putting the spotlight on the world’s ‘coolest’ retailers in 2025

This exclusive look at the top 10 ‘coolest retailers’ in 2025 puts the spotlight on some storming success stories, some better known than others, and in particular looks at what is arguably the world’s most innovative and exciting market to date.

Unveiled on stage at the 2025 World Retail Congress, the list comprises fashion and beauty retailers alike, including a retailer that has delivered the world’s first sleep concept store, and showcases some of the up-and-coming brands to keep an eye on.

1. Ader Error

Topping the list is Korean fashion and lifestyle brand Ader Error. A brand so cool, the identity of its founders remains shrouded in mystery, having opted to keep their identity undisclosed, creating further interest.

This seven-year-old street brand born out of Seoul has taken the world by storm and is recognised for its unconventional design style, signature blue colour and signature, minimalist style.

Its name is derived from the word add and its desire to add creativity and inspiration via clothing and error for the brand’s willingness to be intentionally imperfect.

2. Tamburins

Taking the second spot is Korean perfume brand Tamburins, owned and operated by Korean luxury eyewear label Gentle Monster. Famous for its quality scents and luxury experiences, Tamburins is riding the wave of the K-beauty hype and has been deemed as ‘chic’ by many.

Its stores are characterised by their distinct green colour scheme and pumpkins – a nod to one of the main fragrances in the collection, Pumpkin.

And with Korean popstar and star of Blackpink being a brand ambassador, the brand is proving a hit with the younger generation and has also been helped by proving a hit on TikTok.

3. Borntostandout

Another luxury fragrance brand making it into the top three, this brand specialises in perfume and body care products. Founded in 2022, it would be fair to say Borntostandout has been a social media phenomenon and to date distributes to 60 countries worldwide.

On its website, Borntostandout is a brand that emphasises the importance of stepping out of your comfort zone and encourages individuality.

With a distinct red store fitout, Borntostandout has a flagship store in Samcheong-dong, Seoul, as well as a presence in Shinsegae’s duty-free and via pop-ups in London and being sold at the likes of Selfridges, Bloom Perfumery and Cult Beauty.

4. Hypebeast

Arguably one of the biggest names in this list, Hypebeast has been deemed a leader in the fashion, streetwear and luxury space via its global ecommerce platform HBX. Stocking brands such as Adidas, Nike, Loewe and New Balance, among others. The brand opened its first physical store in 2012 in Hong Kong followed by a flagship in New York in 2022.

This publicly listed million-dollar business has evolved from what was once a dedicated trainer blog to a now global platform that houses not only its retail platform but also its editorial and social media offer via Hypemedia and its in-house creative production agency Hypemaker.

5. Palace

London-based skateboard brand Palace takes spot number five. Founded in 2009, it is heavily influenced by 90s pop culture and is recognised for providing a touch of Britain. Another firm favourite among streetwear consumers, Palace has flagship stores in London, New York, Los Angeles, Tokyo and Seoul.

It’s also known for its regular collaborations with retail giants including Adidas, Ralph Lauren, Umbro and Salomon, as well as its partnership with the Tate Modern and tie-up with Elton John.

6. Harper Collective

Harper Collective is a sustainable luxury travel brand co-founded by Jaden Smith, son of movie star Will Smith, and Sebastian Manes. 

Harper Collective positions itself with a product offer that’s functional and high-quality but keeps sustainability at its core by using “recycled materials”, 70% of which include sea and post-consumer recycled plastic. 

Prices range from £695 to £1,090 currently and the brand is making moves in the UK, having made a pop-up debut at Selfridges in August 2023.

7. Restoration Hardware

Restoration Hardware describes itself as a “leading luxury home furnishings purveyor” that offers a range of furniture, lighting, textiles, bathware and outdoor. Deemed cool for its aesthetic, high quality and experiential stores, this brand is all about customer experience and immersive store layouts. 

A differentiating factor is that Restoration Hardware calls its stores galleries, and many of them have restaurants that are popular among consumers and something the brand thinks promotes it as a luxury experience brand.

Also offering a membership programme to incentivise customers, Restoration Hardware is absolutely ahead of its rivals when it comes to ways to win over consumers and build loyalty. 

8. Kettle Kids

Founded by two brothers, Kettle Kids is a luxury watch specialist that prides itself on selling some of the world’s rarest watches. With a client list including Hollywood actors and professional athletes alike, the business has sustained vast growth since it was founded in 2017.

With growth on the horizon, Kettle Kids plans to grow its store estate from its current standalone on Maddox Street, Mayfair, London, as it has confirmed plans to open its new 4,500 sq ft flagship that will span five floors on London’s Old Bond Street this summer.

9. Treats

Treats comes in at number nine and is a customisable jewellery, accessories and loungewear brand. Favoured for its fun and playful designs as well as its customisable elements, the brand celebrates nostalgia and a sense of novelty. A favourite among the younger shoppers, having been seen on hit influencers such as Molly-Mae Hague and Rochelle Humes among others, this fashion and lifestyle brand is also proving a hit on social media despite having only first launched in 2022.

10. Sleepacy

A retailer designed to help customers get a good night’s sleep, Sleepacy marks the world’s first sleep concept store. A new brand created by Jensen Beds and Edisen, this retailer sells tailored beds, linen, pyjamas, pillows and accessories but has been created with sleep science at the forefront of its operations.

Shopping street Norrlandsgatan in Stockholm, Sweden, houses Sleepacy’s 245 sq m store, which includes a sleep pod, sleep test area, routine area to inspire sleep health and a design area to allow customers to finalise their products with a choice of fabrics, colours and headboards.