After being relaunched at a new location just off Carnaby Street at the tail end of 2002, DEAL REAL attained instant success with its mix of street credibility, high energy and creative business practices.

Over the past few years, the shop has seen a community develop around it, witnessing the rise of new UK talent such as Doc Brown, who hosts DEAL REAL’s instore events and Mr Hudson.

DEAL REAL has now firmly entrenched itself as the number one resource for hip hop culture in the London area and the UK's largest and fastest-growing hip hop community this side of the Atlantic. Immersing itself in both the music and culture that surrounds hip hop, DEAL REAL embraces the youth that these attract and recognises the need to invest in this future. Although Deal Real has grown to be clearly more than just a hip hop shop, embracing and supporting all styles of music, it remains the heart of the organisation serving as a hub for the youth and discussions. Surviving whilst most central London record shops have suffered the turn in the market, DEAL REAL has expanded its product range to cater for developments in technology and encompassing clothing and fashion changes. DEAL REAL’s friendly staff are always happy to see new faces and no visitor is made to feel unwelcome.