Dyson to drive seasonal sales with new pop-up in London

Dyson will host a festive pop-up in London’s Covent Garden starting 11 December, showcasing its haircare technologies during the holiday gifting period.

Running for 11 days, the space will allow visitors to explore the full haircare range and test the tools firsthand.

It will also include a salon area with both seated and standing styling stations, as well as a seasonal lookbook.

Guests can pre-book a complimentary 45-minute dry-styling session with a stylist when purchasing a tool, or try the products independently.

A personalisation service will also be available, offering debossed initials and gift-wrapping options such as custom tags and a wax seal.

Purchases will include a small daily gift, and the event will feature interactive elements including a “Spin to Win” activity and additional queue-side experiences.

Plus, visitors can leave messages in a “Wish Box”, with outcomes to be shared after the holiday season.

Dyson entered the haircare category in 2016 with the Supersonic hair dryer, followed by the Airwrap Styler in 2018 and the Corrale straightener in 2020.

The company expanded into haircare formulations in 2024 with the Chitosan range and introduced the Omega range in 2025. Its most recent launch, the Airwrap Co-anda2x, also arrived in 2025.

This year, Dyson’s tools are available in a limited-edition Amber Silk colourway. Each product is presented in a storage case inspired by the palette’s copper, burgundy and pale pink tones.