London can justifiably claim to be Europe’s strongest retail market, and one of the top retail destinations in the world. The capital is home to more international retailers than any other city in Europe, according to JLL’s Destination Europe 2015, which examines the presence of in excess of 250 top international retailers across Europe’s key retail markets. London continues to act as an entry point to Europe for international brands; J Crew, Tom Ford, DSquared2, The Toy Store, John Varvatos, Karl Lagerfeld and West Elm are some of the latest entrants to the market.


London’s retail market benefits from a strong international customer base, with a considerable proportion of retail sales driven by tourists, as well as from its size, maturity, transparency and healthy growth outlook. London is also the most attractive destination for luxury retailers in Europe, marginally ahead of Paris. As a consequence, retail space in New Bond Street commands the most expensive headline rents in Europe.

Bosideng chooses London

Chinese luxury menswear brand Bosideng chose London as a base for their global expansion, establishing a flagship store and locating their European headquarters in the capital.

The West End retail area comprises Oxford Street, Regent Street, Bond Street and Covent Garden, and forms the largest concentration of retail in Europe. Away from the West End’s core shopping streets, a demand driven ‘ripple effect’ is driving the growth and success of many parts of London’s retail scene, including the Carnaby District, Seven Dials, Dover Street, Brompton Cross and Shoreditch. These areas are witnessing upward pressure on rents and an increasing demand from both international and domestic brands. In addition, the two Westfield shopping centres have both become established premier shopping destinations.

JLL Cross Border Retailer Attractiveness Index 2015