Several pioneering brands are setting up pop-up stores near Oxford Street, a part of Westminster City Council’s revitalization project.
- Luxury knitwear label Hades and custom sneaker brand Canvvs among the first to launch shops.
- The initiative, ‘Meanwhile On: Oxford Street,’ addresses vacant spaces with reduced rents for new brands.
- Over 800 applications poured in from innovative businesses eager to participate.
- These temporary stores aim to diversify commercial choice in London’s West End.
In a strategic move to combat the rising number of vacant retail spaces, several forward-thinking brands are establishing pop-up stores just off London’s iconic Oxford Street. This initiative, spearheaded by Westminster City Council, seeks to breathe new life into the area by offering premium brands prime retail locations at reduced costs.
Among the first to seize this opportunity are renowned names such as the knitwear label Hades, known for its exquisite craftsmanship, and Canvvs, a custom sneaker brand favored by celebrities including Ed Sheeran and members of Gareth Southgate’s England squad. These brands will set up shop at 373 Oxford Street in the autumn.
Luxury linen brand Kindred of Ireland is also joining the movement, securing a retail space at 31 Brook Street. This location will host Kindred until the end of August, after which Hades will take over in September. Another exciting addition is Love Cocoa, helmed by James Cadbury, a direct descendant of Cadbury’s founder. This B Corp-certified chocolate brand is set to open at 36 South Molton Street.
The ‘Meanwhile On: Oxford Street’ project, active since July 2023, is designed to attract innovative brands seeking visibility in high-traffic areas. The endeavor has already drawn over 800 interested parties, underscoring the allure of these temporary rental spaces.
Pop-up locations are primarily situated in previously underutilized areas, ones formerly occupied by lower quality stores. The landlords, Places for London and Royal London Asset Management Property, are facilitating this transformation by offering prime spaces that promise increased foot traffic and commercial viability.
Westminster City Council’s cabinet member for planning and economic development, Geoff Barraclough, emphasized the significance of the project: “We set up our Meanwhile On initiative in a bid to tackle the number of vacant stores and poor-quality offerings. By supporting these new small businesses … we hope this provides them with a platform for growth and contributes to the diversification and rejuvenation of our high streets, especially Oxford Street.”
This collaborative effort marks a forward-thinking step in reimagining urban retail spaces, fostering business growth and vibrancy.
