Now open in Tottenham Court Road! On the left as you walk up from Oxford Street - past Sainsbury's and next to Flying Tiger.
I'd heard about the shops on Mumsnet threads but hadn't got round to trekking to Wandsworth to visit the London branch. So was excited to see the branch in Tottenham Court Road when I was heading for Flying Tiger.
As others have described it, elements of Flying Tiger and IKEA homewares crossed with a Scandi Laura Ashley. Full of stuff you don't need but I still managed to spend £30 on a few Christmas decorations and a heck of a lot of ribbon cos the display of baubles hanging from ribbons looked so pretty.
Wasn't impressed by the art materials (think Flying Tiger is better, although not particularly high quality) nor the craft materials, but I suppose better than nothing if it's your only local option.