about us ]

The Cross is one of the very first London lifestyle boutiques, selling an eclectic mix of fashion, homeware and gifts. We are renowned in London as a unique and charming shopping destination, tucked away in the idyllic, tree-lined streets of Holland Park.

The brainchild of Sam Robinson and Sarah O’Keefe, The Cross opened its doors in 1996 and, contrary to the norm, set out to support upcoming labels, knowinghow hard it was to be stocked by the stores you love. Sarah left The Cross at the end of 2009 to pursue other creative ventures, starting her own brand, Myhibi. Today, the Cross continues to search for designers under the radar as well as stocking well-known and established brands, our ethos being great style over fleeting trends.

"Merchandise here is an instinctive edit of luxury & handicraft spanning laid-back fashion, homeware, gifts & accessories."

Making Magazine

" Bags & scarves hang from the walls & staircase, adding to the feeling of having stepped into the dressing room of someone incredibly stylish & original."

Independent Store Guide 2012