An American lifestyle brand's planning application for shop signs on George Street, Richmond have been approved.

Free people, known for its modern bohemian style, sells clothing, accessories, shoes and beauty products.

The clothing store applied to install signage to the exterior of the Peony pop-up and former Little Dobbies store on 27 February 2025.

The site is described as being a prime location at the heart of Richmond, close to Richmond station.

In the Design, Access and Heritage statement, the applicants assured that consideration had been given to the architectural significance of the building and the surrounding conservation area.

The property currently has its availability under offer, meaning that the offer from Free People is under review and the sale has not yet been finalised.

The proposed design for the shopfront on George Street (credit: Planning application).

Currently a Peony pop-up shop and previously a Little Dobbies store, the garden centre chain's Richmond branch closed in 2024, after three years of operating.

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Little Dobbies announced plans to shut 17 branches across the UK last year, including the Richmond location, as part of a restructuring plan.

Signs on the window of 54 George Street from Peony say the brand will be moving online.

The closest Free People store to Richmond is in Westbourne Grove, Notting Hill.

Peony's pop up shop on George Street is closing to make way for Free People (credit: Cesar Medina).

Free People is an American brand, founded in 1984, and is a part of URBN portfolio, alongside Anthropologie, Urban Outfitters and Nuuly.

The brand also includes Free People movement, a wellness collection with a focus on community activity that features activewear and accessories. 

Free People has been approached for comment.

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