For years, Harry Potter fans visiting London have had one main place to go if they wanted to step into the world of the films, Warner Bros. Studio Tour London – The Making of Harry Potter. And if you've ever tried to book it, you'll know that tickets often need to be arranged well in advance.

Now there's another Harry Potter location you can add to your London itinerary, and this one is right in the centre of the city.

A new official Harry Potter Shop is opening in Oxford Street on 4 November 2026.

The shop will cover around 21,000 square feet across two floors, making it the first Harry Potter flagship shop in London. It will be located at The Ribbon, 134–140 Oxford Street, in one of the busiest shopping areas in the city.

Inside the new shop

From the official details released so far, this is going to be quite different from a regular merchandise shop.

The interior will feature details from locations familiar from the Harry Potter books and films, along with photo opportunities and interactive elements. There will also be merchandise created especially for the shop.

One of the most impressive features is likely to be the Ukrainian Ironbelly Dragon, based on the dragon seen at Gringotts. A full-size Knight Bus will also be inside the shop.

There will also be a Leaky Cauldron area where visitors can try Butterbeer, as well as Butterbeer ice cream.

Exclusive Harry Potter merchandise

Of course, there will be plenty to buy.

The shop will have exclusive Harry Potter merchandise that you won't find in the same form elsewhere, including a special Diagon Alley wand.

You'll also find clothing, accessories, collectibles and plenty of Harry Potter merchandise throughout the shop.

Where is the new Harry Potter Shop?

The address is:

The Ribbon
134–140 Oxford Street
London

The location makes this particularly easy to add to a London sightseeing day. You can combine it with Oxford Street, Regent Street, Soho, Carnaby and the West End without making a separate trip across London.

And unlike the Studio Tour, which is outside central London, this one will be right in the middle of your usual London itinerary.

The new Oxford Street shop will be London's flagship Harry Potter shop. There is of course already a smaller official Harry Potter Shop at Platform 9¾ inside King's Cross Station.

When does it open?

The new Harry Potter Shop opens on 4 November 2026 at 134–140 Oxford Street.

Planning a trip to London?

I create custom itineraries based on your interests, travel dates and the way you like to explore.

If you'd like to include the new Harry Potter Shop on Oxford Street, I can add it to a personalised London itinerary along with the places you want to see, making sure everything fits together into a practical route.

Details in this article are based on the official Harry Potter announcement from Warner Bros.