This is the primary duty-free shop in Heathrow Terminal 5, designed for easy access right after you pass through security.
Quite large and initially appears to have a good selection of luxury and/or UK products. However, this outpost had a terrible selection of Ray Bans (pretty much at US retail price but if you have to pay VAT they could be cheap?), no Hendricks gin, no Creed products, no Moulton Brown, etc. Maybe my taste sucks, but it seemed very superficial and focusing on major global brands (eg Armani, CK, etc). I will say that the Whisky section was ridiculously large and totally out of control, so it is quite variable.
In terms of prices on the items most people care about, cigarettes and booze, they weren't that great. 38 pounds for a carton of cigarettes is a ripoff unless you're comparing directly to taxed high street prices. Even on British Airways in-flight duty free, a carton of similar cigarettes was 29 pounds.
My main beef with this store is that as a foreign traveler outpost, you have the option to choose how your purchase is denominated (USD, EUR, CHF, etc). However, if you choose anything other than GBP they charge you a 2.75% currency conversion charge. Stick with GBP and let your credit card deal with normal conversion (you are using a no-foreign transaction fee rewards card, right?) They did try to scare/scam me by saying if they ran it thru as GBP on my card, the exchange rate would be GBPUSD 1.84, which is nowhere near the fee I paid on all of my other UK purchases. Bollocks if you ask me.
Another pro tip: for terminals 5B and 5C, there are smaller duty-free shops gateside, run by the same company. So if you're in a rush and just want the duty-free basics, you can go to your gate first, check the gate queue, and then hit up duty-free.
Bottom line, TL;DR: items are overpriced and the store tries to scam you if you're not a Briton. read more