In an initiative by Westminster City Council, Oxford Street is to welcome innovative new brands, including a brand of customised trainers favoured by Ed Sheeran and the England football team. The project, part of a multi-million pound campaign, aims to revitalise one of the world's most iconic shopping streets.
Among the first to open will be CANVVS, a brand of customised trainers. This launch is part of the ‘Meanwhile On’ project, designed to offer premium retail space to innovative brands at reduced prices. The project uses both vacant spaces and locations previously occupied by lower quality businesses, with the aim of rejuvenating the area and attracting new retail experiences, according to a press release from Westminster City Council.
Westminster City Council’s three-year campaign includes significant business rates relief, a budget for store design, operational and promotional support and mentoring from project delivery partner Someday Studios. This comprehensive support package ensures each brand has the resources and guidance they need to succeed.
The economic crisis and changing shopping habits have significantly affected Oxford Street and London’s West End. This campaign is a crucial part of Westminster City Council’s wider Fairer Economy plan, which focuses on creating a vibrant and sustainable West End. The plan includes investment in high streets across the borough and the creation of employment opportunities for local communities.
Since the campaign was announced last year, more than 800 applications have been received from innovative startups eager to join the project. The first batch of these brands are ready to open their doors on Europe's busiest shopping street.
Places for London, TfL’s wholly-owned property company, has provided two high-quality units at a reduced price in the heart of Oxford Street to house CANVVS and Love Cocoa. These units are conveniently located close to Bond Street station, which is served by the Central, Jubilee and Elizabeth lines, with around 120,000 daily entries and exits.
Councillor Geoff Barraclough, cabinet member for planning and economic development, He said: “We launched our Meanwhile On initiative with the aim of tackling the issue of empty shops and poor quality offerings. With a host of excellent companies applying, I am delighted that these first brands are getting on board, showcasing innovation, quality, creativity and sustainability.”
“By supporting these new small businesses with reduced rents and business rates and promotional and operational support, in the heart of London’s West End, we hope to provide them with a platform for growth and contribute to the diversification and rejuvenation of our high streets, especially Oxford Street.”
Westminster City Council's initiative brings new brands such as Canvvs to Oxford Street, as part of a multi-million pound drive to revitalise the area. The three-year project offers premium retail space at discounted prices and support for design, operations and promotion. More than 800 companies have applied and the first wave of applications will open near Bond Street station.
Fibre2Fashion (DP) Press Desk
