After 22 years in Covent Garden, Liberation Fitzrovia marks a fresh chapter for Libidex, with a larger store, more room to browse and plenty of space for what comes next.
Liberation has moved to 4 Percy Street, Fitzrovia, bringing its latex collections closer to Soho and the West End while staying firmly rooted in central London.
The new shop was chosen for its mix of independent businesses, restaurants and creative companies, as well as the atmosphere of Percy Street itself. The team says they knew the space had potential as soon as they found it.
A bigger, brighter Liberation Fitzrovia
The move came after the Covent Garden store began to feel too restrictive. Since opening in 2004, Libidex has grown considerably, and the old shop no longer offered enough room to display the full range or create the shopping experience the team wanted.
The new store has two retail floors and more fitting rooms, with different styles given their own space instead of being squeezed together. It’s designed to feel welcoming to long-time latex fans and anyone visiting a latex shop for the first time.
That extra space also gives the team more freedom. They’re already considering events and other ways to use the shop beyond everyday shopping, along with limited collections, collaborations and short-term appearances from other brands.
There’s no full programme to announce yet, but the possibilities are clearly part of the excitement. After years of making every inch of the Covent Garden shop work hard, Liberation finally has room to experiment.
Keeping the personal side of the shop
For the team, the move isn’t about leaving Liberation’s history behind. The shop has become a place where customers come for advice, fittings, inspiration or simply to see what’s new, and that personal side remains central to the brand.
The Percy Street boutique is intended to continue what began in 2004 while giving Libidex and Liberation the freedom to try new things. The team describes it as the start of the next chapter, with the future still open to experimentation, collaboration and events.
For anyone curious about the new location, Liberation is now open Monday to Saturday, 11am to 7pm. Tottenham Court Road is the nearest station.
Liberation is open Monday to Saturday, 11am to 7pm, at 4 Percy Street, Fitzrovia, London W1T 1DF (nearest station: Tottenham Court Road). Find out more at libidex.com.
Planning your next latex browse? Find more LGBTQ+ things to do in London in the GLL Events Diary.
