In an initiative by Westminster City Council, Oxford Street is set to welcome new and innovative brands, including a custom sneaker brand favoured by Ed Sheeran and the England football team squad. 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 custom sneaker brand. This launch is part of the ‘Meanwhile On’ project, designed to offer prime retail spaces to innovative brands at reduced rents. The project utilises both vacant spaces and locations previously occupied by lower quality businesses, aiming to rejuvenate the area and attract fresh retail experiences, the Westminster City Council said in a press release.

Westminster City Council's three-year campaign includes significant relief on business rates, a budget for store design, operational and promotional support, and mentorship from project delivery partner Someday Studios. This comprehensive support package ensures that each brand has the resources and guidance needed to succeed.

The economic downturn and changing shopping habits have significantly impacted London's Oxford Street and West End. This campaign is a crucial part of Westminster City Council's broader Fairer Economy plan, which focuses on creating a vibrant and sustainable West End. The plan includes investing in high streets throughout the borough and generating employment opportunities for local communities.

Since the campaign's announcement last year, over 800 applications have been received from innovative new businesses eager to join the project. The first wave of these brands is now set to open on Europe’s busiest shopping street.

Places for London, TfL’s wholly owned property company, has provided two high-quality units at reduced rent in the heart of Oxford Street to house CANVVS and Love Cocoa. These units are conveniently located near Bond Street station, which is served by the Central, Jubilee, and Elizabeth lines, with around 120,000 daily entries and exits.

Cllr Geoff Barraclough, cabinet member for planning and economic development, said: “We set up our Meanwhile On initiative in a bid to tackle the number of vacant stores and poor-quality offerings. With a huge number of excellent businesses applying, I’m delighted that these first brands are kicking off the project—showcasing innovation, quality, creativity and sustainability.”

“By supporting these new small businesses with reduced rent and business rates and promotional and operational support—in the heart of London’s West End—we hope this provides them with a platform for growth and contributes to the diversification and rejuvenation of our high streets, especially Oxford Street.”

Fibre2Fashion News Desk (DP)