Goodhood heads to East London with new store

Cult-favourite lifestyle brand Goodhood has unveiled its bricks-and-mortar presence at 15 Hanbury Street, between Spitalfields Market and Brick Lane in East London.

The concept store is designed “to allow every product within it to tell a story” and is inspired by its founders’ lifelong love of Japan and its culture (including the idea of ‘otaku’ – discernment, and studying things closely).

Goodhood was founded in 2007 by Jo Sindle and her partner Kyle Stewart as a small shop on Coronet Street in Hoxton East London.

Goodhood’s Hanbury Street store will offer new activations such as Life After Death, a new circular model for reframing deadstock. It follows the Japanese ‘select store’ model, a rotational stock approach that allows the business to respond in real-time to consumer interests.

This includes camping and outdoors equipment “for the aesthete”, from brands including Snow Peak and Yeti, or design-led 4/20 paraphernalia from brands such as Seth Rogen’s Houseplant.

The new modular spatial design is conceived with an always-on programme of pop-ups, brand takeovers and community gatherings in mind.

Kyle Stewart, Goodhood's Co-founder, said: “It’s our belief that there’s a vibe shift happening – and our new home seeks to reflect that. Jo and I wanted a shape-shifting space where we can work to deliver tomorrow’s vision of retail, commerce and experience. We genuinely have the best customers in the world; this is for them.”