Goodhood moves to larger new concept store

Cult concept retailer Goodhood has relocated its London store, moving to a bigger space on Hanbury Street in East London.

The 17-year-old streetwear-focused business moved to its previous Curtain Road store a decade ago. After closing that location last month (with many local business having closed due to Covid and Curtain Road footfall having not got back to pre-pandemic levels), it has now moved again.

Goodhood was founded by Jo Sindle and Kyle Stewart who opened the new modular flagship this week in a location close to buzzing Spitalfields Market and Brick Lane. 

Their move was helped by the fact that the company recently gained investment from a US backer whose identity hasn’t been disclosed.

The founders said the new store is inspired by their love of Japan and its rotational stock model will mean they can respond quickly to customer demand.

Its modular set-up also means the retailer can facilitate community gatherings, brand takeovers and pop-ups. The space will also place a heavier emphasis on its circular/deadstock initiative Life After Death.

The company stocks a variety of brands in-store and online from global giants like Nike and Adidas to labels including Sexhippies, Boys Own, Our Legacy, Stüssy, LF Markey, Needles, Girls of Dust, Brain Dead, Aries, its own Goods by Goodhood and many more.

Sindle and Stewart’s plan for the new store is to increase the Goods by Goodhood presence (which is designed in conjunction with Brain Dead co-founder Ed Davis), and to include local brands, as well as magazines and books from Artwords and vintage items from Unified Goods. Hackney record store Stranger Than Paradise is curating its music. 

The firm’s commitment to the labels it carries is also underlined by the launch of a new brand incubator known as Goo. This sees the founders formalising the informal mentorship they’ve offered up to now.

Goodhood also sells online, having done so for the past 16 years, and reports said that this represents around half of its revenue.