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WELCOME TO 
PLANET KOIBIRD

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KOIBIRD is your passport to curated luxury—bringing together the most exciting emerging and established designers across fashion, accessories, homeware, and wellness.

A womenswear boutique like no other, KOIBIRD exists exclusively in-store at 62 Marylebone Lane, London. We’re not just a store—we’re a mood, a must-visit for those who love discovery and delight in the unexpected.

Founded by entrepreneur and seasoned traveller Belma Gaudio, KOIBIRD was born from a desire to put joy and discovery back into shopping again. No algorithms, no endless scrolling—just a physical space that sparks inspiration and introduces you to unique and one-of-a-kind pieces you never knew you needed, but then can’t live without.

We believe retail is more than just a transaction—it’s storytelling, creativity, an experience. That’s why we’re proudly in-store only, pouring all our energy into an IRL experience that no online platform can replicate. Step inside, explore, and let us do what we do best: surprise you.

And now, with the launch of our in-store Nutrition Café, KOI 11, we’ve got even more reason for you to linger longer.

Come for the fashion, stay for the vibe. 

Opening Hours
Mon-Tues: 10am - 6pm
Wed-Thurs: 10am - 7pm
Sat: 10am - 6pm
Sun: CLOSED

INSTAGRAM | TIKTOK

IN THE NEWS

Nataal - KOIBIRD x Nataal
Wallpaper - London's Best Beauty Spots
WWD - Koibird Brings California to London
Hunger - Stores we Love: The Surreally Stylish World Of KOIBIRD
The Telegraph - How Belma Gaudio, founder of concept boutique Koibird, is bringing back the art of shopping
Vogue UK - KOIBIRD Reopens its Doors
Country & Town House - The New Way to Shop a Holiday Wardrobe
Vogue UK - Sunshine Buys Abound In Koibird's Holiday Pop-Up Shop

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PLANET KOIBIRD

2025

Welcome to Planet KOIBIRD. Redesigned by Uchronia, our next-generation store and nutrition café combines modernity, technique, and creativity to create an unprecedented sensory and aesthetic experience. At the heart of the store, a striking custom silver planet centrepiece showcases our iconic fashion pieces, while a hidden silver-tiled room, surprises visitors with a shimmering display of unique homeware treasures.

ARTISTS MUSE

2022-2024

We commissioned Mexican artist Rafael Uriegas, to cover the boutique’s walls in his famous murals. Koibird’s curation has become known for its colour, boldness and wit, and that is exactly what the current edit has “in boutique” for our client. 

BRINGS THE DRAMA

SS 2022

Who doesn’t get a kick out of drama, especially when it’s in our wardrobes! Inspired by the work of Pedro Almodovar, we painted the KOItown red. This edit made the most out of strong colour, big sleeves and loud fashion. The edit involved towering heels, unexpected tailoring and a litany of cut-outs.

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HOSTS A PARTY

AW 2021

We were all in need of a party as we entered the post-pandemic world. This edit celebrated the concept of socialising both at events and in our homes and was the first big introduction of homeware to our curation. It included everything one may need to be the perfect hostess at home, or the fashionable guest at a dinner party.

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GET ACTIVE

SS 2021

In the depths of the pandemic, we asked ourselves what the customer is looking for. People were living in sweats, exercising at home, and being comfortable. So, we made an edit of activewear the only way KOIBIRD knows how.... Pink and sequinned! Our curation of activewear and accessories including hand-painted palm tree Nike Air-Jordans, pink skipping rope and a healthy dose of smiley face memorabilia.

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EASTERN BLOC

AW 2020

This edit was an opportunity to showcase the talented designers from Eastern Europe. From Georgia, to Ukraine, we rounded up some of the best new talent including brands like Mach and Mach that we brought to London. The region is also close to our founder’s heart given Belma’s roots are from Bosnia and Herzegovina, and she has always felt a pull to her homeland and the culture.

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LAGOS FASHION WEEK

SS 2020

We travelled to Lagos and fell in love with the people, their energy, spirit and the fashion. This curation involved a whole new boutique inspired by a piece of Senegalese art, as well as fashion and homeware designers from Nigeria and across Africa including Ghana, Senegal and South Africa.

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PHARMACY K

2019 - 2022

The KOI Doctor will see you now! Opening initially as a little corner in our Kalifornia edit, offering all organic beauty and wellness products, the Pharmacy K became a permanent fixture for a few seasons and a real driver of the large K- Beauty offering we had. Claim to fame: first boutique to carry the highest quality CBD oil from the US from Charlotte’s Web.

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KOREA

AW 2019

Minimalism is not really the KOI way, but our trip to Korea opened our eyes to how minimal can be done with a twist. We curated the whole boutique with Korean designers, K-Beauty and some great Korean snacks. We enlisted the Korean design star Kwangho-Lee to design the furniture and install a giant hanging sculpture in the boutique. We also had some much-coveted K-POP dolls on display!

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KALIFORNIA

SS 2019

Tie-dye, vintage, denim, western, sequined, glamour. If you want these kinda dreams its Kalifornication. And that is what KOIBIRD brought this season. As diverse as the state itself, there was much to choose from in this la la land curation.

SKI

AW 2018

This was our second ever edit, and we introduced some much-needed colour, fun, and print to your ski wardrobes. More colour than you’d ever see on the slopes at the time, KOIBIRD was the place to up your ski game.

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THE BEACH

SS 2018

It was almost as good as having Leo DiCaprio (better if you ask us)! The first and original concept that started out as a pop-up, bringing 70 international swimwear brands that were all new to the market under one roof. It was the first pink boutique in London, the first boutique to carry many brands that are widely distributed today. Featuring all the beachwear a babe could possibly desire, it was hot, sexy, unique and flamboyant. And we haven’t stopped since!

THE BEACH

SS 2018

It was almost as good as having Leo DiCaprio (better if you ask us)! The first and original concept that started out as a pop-up, bringing 70 international swimwear brands that were all new to the market under one roof. It was the first pink boutique in London, the first boutique to carry many brands that are widely distributed today. Featuring all the beachwear a babe could possibly desire, it was hot, sexy, unique and flamboyant. And we haven’t stopped since!

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