Bellafricana summer pop up London 2024 Bottom element

Bellafricana presents

TALES LOGO

TALES 2026: THE AFRICAN LIFESTYLE EXPERIENCE

TALES by Bellafricana curates designers and cultural entrepreneurs ready to showcase distinctive products within a high-visibility, experiential retail environment.

Taking place from 24 July to 9 August 2026, the pop-up will be hosted at Luxury Promise, 28 Cavendish Square (off Oxford Street), offering brands access to a global audience in one of Europe’s busiest shopping destinations.

We would be delighted to consider your brand for this curated showcase.

If you are an African fashion, beauty, lifestyle, food, beverage or snacks brand, or represent any other cultural sector, we welcome your interest in showcasing at TALES by Bellafricana 2026.

get started now

OUR POP-UP IN NUMBERS

OVER 47,000+

Shoppers

3

Years Running

£315,800

Sales Made

130+

Vendors

OUR LAST POP-UP IN NUMBERS

21,000+

Shoppers

67,800

Sales Made

20

Vendors

7

Days

REGISTER FOR TALES 2026

Thank you for your interest in showcasing at TALES by Bellafricana!
TALES 2026 is calling you.
Register now to be part of the powerful movement that’s amplifying African stories and showcasing your brilliance to the world.

Got Questions? CHAT OR Speak to us on

+44 (0) 800 001 6502

SEE PICTURES FROM PREVIOUS POP UP

WHY PARTICIPATE IN THE TALES BY BELLAFRICANA LONDON EVENT?

Reach a Captivated Audience

This event attracts a dynamic and enthusiastic crowd of art lovers, design enthusiasts, and fashion-forward individuals eager to discover uniue and authentic African-inspired creations.

Amplify Your Brand

Showcase your products in a curated space that celebrates African craftsmanship, giving exposure and recognition among a community that values originality and quality.

Collaboration Oppotunities

Engage with fellow entrepreneurs, designers and industry professionals fostering connections that could lead to future collaborations, partnerships and growth opportunities.

Boost Sales and Customer Base

Take advantage of a prime retail environment to connect directly with customers, generate sales and build a loyal customer base who appreciate the artistry and stories behind your products.

Elevate Your Business

Benefit from our dedicated marketing efforts including social media promotion, event coverage and exposure to our extensive network of followers and supporters.

Build your Brand Reputation

Participating in the summer pop-up London will build your brand's reputation and credibility by aligning your brand with top and reputable brands.

WATCH VIDEO FROM PREVIOUS POP UP

Bellafricana Videos

7 Videos

FAQ

TALES (The African Lifestyle Experience) is an annual event by Bellafricana that showcases African creativity in fashion, beauty, art, and home décor to a global audience. It’s a curated platform for vendors to connect with customers, industry leaders, and cultural enthusiasts.

TALES 2025 will be held from July 25th to August 3rd, 2025, at the Luxury Promise, 28 Cavendish Squar,  prime location just off Oxford Street, London, opposite John Lewis. W1G 0DB

We welcome African and African-inspired brands in the categories of art, fashion, beauty, home décor, and lifestyle products that meet our quality standards.

At Bellafricana, we are committed to showcasing the best of African creativity, and we carefully select vendors whose products align with our mission of promoting excellence in craftsmanship. To maintain our high standards, all vendors must adhere to the following guidelines:

  • Creative and Unique Products: We prioritize creative items that stand out for their unique craftsmanship, innovative designs, and cultural authenticity.
  • Product Quality: All products must be of great quality, well-finished, and ready for retail. We do not accept mass-produced or low-quality items.
  • Brand Presentation: Vendors must ensure that their space, displays, and packaging align with the professional and upscale aesthetic of TALES.
  • Category Fit: Eligible categories include art, fashion, beauty, home décor, lifestyle, and other creative industries.
  • Compliance with Event Rules: Vendors are expected to follow the event’s schedules, guidelines, and venue policies.
  • Prohibited Items: Products that are counterfeit, harmful, or inappropriate will not be permitted.

Our goal is to create a vibrant, high-quality marketplace that highlights the talent and creativity of African entrepreneurs. If you have any questions about whether your products qualify, feel free to contact us for a review.

Yes, Bellafricana promotes all participating vendors through our event marketing campaign, which includes social media, email newsletters, and blog posts.

Yes, TALES is both an exhibition and a marketplace. Vendors are encouraged to sell their products directly to attendees.

TALES attracts thousands of visitors daily, including Africans in the diaspora, cultural enthusiasts, and global consumers looking to explore African creativity.

To apply, fill out the vendor registration form on our website. Once your application is reviewed and approved, we will guide you through the next steps.

Vendor fees vary depending on the day (week day or weekend). See form above for fees. Bellafricana Global Members enjoy a 5% discount on vendor fees.

The vendor package typically includes:

  • A space setup with shelf,  plinth, a clothing rack, hangers at the event
  • Branding opportunities
  • Access to an exclusive networking session
  • Marketing and promotional support via TALES platforms. Specific inclusions will be detailed in your vendor agreement.

The event runs daily from 10:00 AM to 8:00 PM, with vendors expected to set up before opening and pack down after closing.

In addition to the vendor fee, vendors are responsible for shipping their products, travel, and accommodation. 

Refunds are only available under specific circumstances outlined in the vendor agreement. Please refer to the contract for details.

Once confirmed, vendors will receive a comprehensive vendors guide, including setup instructions,  and event logistics to ensure a smooth experience.

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