Heal’s has announced that its signature ground floor showroom at the flagship Tottenham Court Road store has undergone a transformation as part of a programme of investment in the brand’s bricks and mortar spaces.

Led by Heal’s in-house design team, the 4,000 sq ft showroom now has a dedicated fragrance room, stocking exclusive brands, plus there is an expanded selection of soft furnishings and home accessories on offer within the space. New digital screens have been installed in the windows, in the first significant investment to the front showroom in the brand’s original store in recent years.


First opened in 1854, the iconic store offers shoppers 42,000 sq ft of retail space, set over three floors, with the show-stopping Cecil Brewer staircase at its heart.

The flagship has undergone many changes over the years and most recently Smallbone chose the Tottenham Court Road store as the location of its first Brookmans concession – bringing kitchens back into the space for the first time in more than six years.

The building plays host to dedicated design showrooms for Ligne Roset, Porada and Vitra as well as in-store services such as Designed by You furniture and a bespoke Interior Planning Service.

Making the most of the extensive space on offer, Heal’s regularly hosts unique and inspiring events in-store for customers. London Craft Week (27 April – 3 May 2020) will see live demonstrations and workshops by artists Lucia Fraser and Bisila Noha in the store.

Amber Coleman, Head of Retail comments: “By updating our main showroom, we want to showcase everything that the Heal’s brand encompasses, from design-led home accessories to unique brands only available at Heal’s.

“With changes in consumer shopping habits, it’s imperative that we invest in our stores, ensuring that our customers have memorable experiences while with us.”