The newly refurbished 820 sq ft space will sell a curated mix of pre-owned vintage pieces, as well as designer fashion donated by supporters and partner brands. 

Preview of the new Boutique by Shelter ©Shelter

Ian Trotter, Shelter’s Assistant Director, explained that: “As ever, all proceeds will go directly towards our fight to end the housing emergency.”

He said: “This isn’t just a boutique — it’s a statement. We’re creating a space where fashion meets conscience, where every purchase supports Shelter’s vital work providing free, expert advice and support to people facing homelessness and poor housing.

“Kensington High Street is the perfect location to showcase how charity retail can be both aspirational and impactful.

“The Boutique’s design reflects its premium positioning, with elegant interiors and a focus on natural materials,” Trotter added. 

Shelter launched its Boutique initiative in 2013, with the Kensington High Street location now becoming the charity’s 18th Boutique store nationwide and its 24th retail outlet in London.

A ribbon-cutting ceremony on the opening day will feature Shelter CEO Sarah Elliott and pre-owned fashion influencer Jen Graham (@charityshopgirlcsg).

Self-described as a “Charity shopper” and a “Professional Rummager” on her Instagram page, Graham said: “This new Boutique really stands out for all the right reasons, it’s a place where you can rummage for beautiful designer and high-end gems while helping Shelter continue the incredible work they do fighting the housing emergency.”

Having visited thousands of charity shops across the UK, the influencer said: “There’s nothing quite like discovering a pre-loved treasure, that one-of-a-kind find no one else will have and knowing your purchase truly makes a difference.”

Special events to mark the opening include:

• Shopping advice from Lisa Wisdom (@stylewithwisdom) on 6th December 
• And a Christmas wreath-making workshop using recycled fabrics on 7th December, from 1 pm to 3 pm.

“High Street Kensington has always had that cool, unique energy, so being able to explore all things vintage there feels like a dream. I can’t wait to rummage through the rails and share my finds!” Graham added. 

Anyone facing homelessness or dealing with a housing problem can access free, expert support through Shelter’s emergency helpline, webchat service or online advice pages.

Read more at http://www.shelter.org.uk/get_help.

The American supermarket chain laid on free coffee and patisseries to super keen shoppers who began queuing from 7.30am at a specially cordoned off section across the street by Royal Avenue.

Once the doors were opened, the store was mobbed as people zipped across the Zebra crossing to snap up First Day offers and freebies, such a tote bags and “Secret Savings” coupons. Seen amidst the smiling melee grabbing a goodie bag was Chelsea and Fulham MP Ben Coleman and RBKC’s Mayor, Councillor Will Lane.

Opening a new London store is seen as a major step and a sign of faith in the local market for Whole Foods. In recent times, it has closed two significant outlets in west London alone – one at Fulham Broadway and a vast flagship store on High Street Kensington.

Royal Kensington & Chelsea Mayor Councillor Will Lane happily sports his free WF tote bag

Founded in 1980 in Austin, Texas, Whole Foods has 535 stores in the America, Canada and the UK and has 90 more stores in the pipeline. It was bought by online Goliath Amazon in 2017 for £10.7bn.

The prospects are looking promising that Whole Foods will find a prosperous and welcoming home in Chelsea. This may be assisted by the departure of Partridges at Duke of York Square, which was known for offering off-beat, artisan selections – a trait that is familiar on shelves at Whole Foods.

The Citizen was graced with an exclusive solo tour of the store on the day before opening. We were taken around by a senior company executive who had flown in from Whole Foods’ global HQ in Austin to oversee the opening. She highlighted many new offerings that have been specially created for Chelsea – including bespoke pizza and ice cream recipes that “reflect the character of the neighbourhood”. We were particularly struck by how paired back and “minimal” the store is compared to the colossus that was at High Street Kensington.

We were also joined by Store Team Leader Bianca Rojas, who stopped to chat as we spied the wine selection and expansive cheese counter. Ms Rojas outlined her vision for the new store:

‘I want to bring the highest standards possible to the neighbourhood and for us to help build community, because I know how that is such a part of the King’s Road. I want us to feel like an entrenched part of the community, from the second we open our doors.

‘I also want to create a wonderful team member experience, which will carry through to the customer. I told my team that they are not just providing customer service, they are creating experiences and magical moments for our customers.

‘I think the store design is well equipped to bring that to our customers. Because it is not so spread out, or across such a larger footprint, it allows for more of that one-on-one connection with a team member. We have really tried to achieve a store that fits our customers wants and needs and we have managed to do it in a way that makes it more accessible for our customers.

‘You can do a full shop here, no problem, but you can also just come in and find the things that make Whole Foods special. We think that this size store is the sweet spot for our customers because we have been able to fit the best of our selection in, so you are not missing out on anything by shopping at a smaller store.

‘It has been a lot of work, by a huge number of stakeholders, to get it where it is today, but we are delighted with the way everything has worked out so well. It has been awesome working with so many local people – from the team at Cadogan Estates, to the King’s Road Partnership and the business community, to all the Residents Associations and the residents. Everyone has been so welcoming.’

The Citizen View – from our man in the aisles:

It’s fair to say that that I have had a somewhat “complicated relationship” with Whole Foods over the years. I regularly used the shops in Fulham and Kensington, but never really got into the Whole Foods groove. I’d go in and wander around aimlessly for half an hour, only to come out with a loaf of bread, or a salad I didn’t really need. Or some perfectly ripe avocados.

I always found the offerings and displays incredibly tempting. Everything seems of such great quality – not least the fruit and veg – but I have always struggled with the sheer volume of goods. The displays always strike me as over-bearing and too packed with all those loud yellow labels offering 10% off! I always feel puzzled by the prices. Is it expensive? I have never really checked.

However, the new store on King’s Road seems far more manageable. It is a fraction of the size of the High Street Ken store, with far fewer ‘SKU codes’ on display.  Everything seems better ordered and I can see how this will work for a quick shop, or to pop in to get something original and a bit different for a special occasion.

I sensed a good vibe at the store during my visit and I like the fact that the team is focused on being a part of the community. This can only bode well, so I wish them every success. Certainly, if you like cheese, this is the place for you. The cheese counter is off the charts! Rob McGibbon

Features of the new King’s Road store include:

• Full-service seafood counter featuring only sustainable wild-caught or Responsibly Farmed seafood and a large selection of ready-to-cook seafood. Local seafood options with fresh catches four days per week including dover sole and Shetland scallops.
• An array of certified organic and conventional fresh produce. Local items include Merit Mushrooms, Wye Valley asparagus from Mudwalls with a King’s Road exclusive of Crate-to-Plate herbs and lettuce that use 95% less water than traditional farming, no pesticides or herbicides and no importing.
• Speciality department dedicated to celebrating cheesemakers and artisan producers. A wide local cheese selection from Neal’s Yard Dairy, European cheeses from Mons, and Whole Foods Market exclusive Goudas. The cheese counter is overseen by trained cheesemongers who can offer recommendations for any occasion.
• Curated grocery section filled with exclusives from XOXO, Joe & Seph’s, Old Spike Roastery, Good Phats and Ice Cream Union, and local products from over 80 brands.
• Full-service meat counter, with butchers available to cut steaks and poultry to order. Features include dry-aged beef, selection of marinated-in-house meats, beef from Ashdale Farm and pork from local supplier Dingley Dell.
• Extensive selection of more than 400 wines, and a range of local beers including an exclusive from Battersea based Mondo Brewing. A new and exclusive to Whole Foods Market King’s Road rosé wine from Mirabeau, from the first vineyard in France to achieve both Regenerative Organic Certified and Certified Regenerative, setting a benchmark for climate positive viticulture.
• Prepared Foods department featuring a hot food bar, salad bar with new condiment station and made-in-house hot pizza with an exclusive flavour curated by a King’s Road Team Member. Customers can also shop for sushi made fresh daily in store from Genji Sushi.
• Full-service coffee bar brewing a variety of roasts and serving made-to-order seasonal and everyday tea and coffee beverages.
• Bakery department offering fresh bread daily as well as everyday favourites, such as Whole Foods Market’s Berry Chantilly Cake and brown butter cookies. The department also carries a wide variety of special diet items, including vegan brownies, cakes and chocolate chip cookies along with several gluten-free selections. Exclusives for the store include floral-inspired decorated cupcakes and party cakes, as well as local items from Celtic Bakers and Pourtoi.
• Wellness & Beauty department with a large assortment of wellness, beauty, and lifestyle items, including an assortment of local products. The store will also have an exclusive scented candle from Toorak Candle Co. named the Chelsea candle, products from Ayeya Soaps and a limited-edition Whole Foods Market beauty bag.

The new 21,800-square-foot store – opposite Royal Avenue at No.120 – will open at 9am on opening day. Regular hours after that will be 8am–9pm, Monday to Saturday, and 12p-6pm on Sundays. The store will feature new and exclusive products in its King’s Road branch.

“Whole Foods Market has roots deeply planted in the U.K., and we are thrilled to be bringing more natural and organic food to this market with the opening of our new King’s Road store this March,” said Vice President of Amazon’s Worldwide Grocery Stores and Whole Foods Market CEO Jason Buechel. “Continuing our expansion outside of the U.S. enables us to extend our reach to more customers while advancing our higher purpose to nourish people and the planet.”

On the opening morning, Whole Foods organisers are expecting a queue to form at 7.30am in Royal Avenue for those wanting to be first in. After that customers will enjoy complimentary coffee from Old Spike and morning snacks from Whole Foods Market suppliers. The first 200 customers across the threshold will receive a custom tote bag and Secret Saver discount coupon.

The Felix Project will receive a food donation on the opening day as part of Whole Foods’ ‘Nourishing Our Neighbourhoods Program’. Whole Foods is also donating funds to community-based organisations in Chelsea including the Kensington & Chelsea Foundation.

Features of the new King’s Road store include:

• Full-service seafood counter featuring only sustainable wild-caught or Responsibly Farmed seafood and a large selection of ready-to-cook seafood. Local seafood options with fresh catches four days per week including dover sole and Shetland scallops.
• An array of certified organic and conventional fresh produce. Local items include Merit Mushrooms, Wye Valley asparagus from Mudwalls with a King’s Road exclusive of Crate-to-Plate herbs and lettuce that use 95% less water than traditional farming, no pesticides or herbicides and no importing.
• Speciality department dedicated to celebrating cheesemakers and artisan producers. A wide local cheese selection from Neal’s Yard Dairy, European cheeses from Mons, and Whole Foods Market exclusive Goudas. The cheese counter is overseen by trained cheesemongers who can offer recommendations for any occasion.
• Curated grocery section filled with exclusives from XOXO, Joe & Seph’s, Old Spike Roastery, Good Phats and Ice Cream Union, and local products from over 80 brands.
• Full-service meat counter, with butchers available to cut steaks and poultry to order. Features include dry-aged beef, selection of marinated-in-house meats, beef from Ashdale Farm and pork from local supplier Dingley Dell.
• Extensive selection of more than 400 wines, and a range of local beers including an exclusive from Battersea based Mondo Brewing. A new and exclusive to Whole Foods Market King’s Road rosé wine from Mirabeau, from the first vineyard in France to achieve both Regenerative Organic Certified and Certified Regenerative, setting a benchmark for climate positive viticulture.
• Prepared Foods department featuring a hot food bar, salad bar with new condiment station and made-in-house hot pizza with an exclusive flavour curated by a King’s Road Team Member. Customers can also shop for sushi made fresh daily in store from Genji Sushi.
• Full-service coffee bar brewing a variety of roasts and serving made-to-order seasonal and everyday tea and coffee beverages.
• Bakery department offering fresh bread daily as well as everyday favourites, such as Whole Foods Market’s Berry Chantilly Cake and brown butter cookies. The department also carries a wide variety of special diet items, including vegan brownies, cakes and chocolate chip cookies along with several gluten-free selections. Exclusives for the store include floral-inspired decorated cupcakes and party cakes, as well as local items from Celtic Bakers and Pourtoi.
• Wellness & Beauty department with a large assortment of wellness, beauty, and lifestyle items, including an assortment of local products. The store will also have an exclusive scented candle from Toorak Candle Co. named the Chelsea candle, products from Ayeya Soaps and a limited-edition Whole Foods Market beauty bag.

Founded in 1980 in Austin, Texas, Whole Foods has 535 stores in the America, Canada and the UK and has 90 more stores in the pipeline. For more information, wild supermarket enthusiasts can visit www.wholefoodsmarket.co.uk.

Where to find it…