London’s flagship advantage
London has always been a city that global brands choose for its consumer base, its culture, and its credibility. This report demonstrates the logic underpinning that choice has not only held, but has strengthened.
As brands concentrate investment in fewer, higher-impact locations, the advantage accrues to cities that can deliver the full set of conditions a modern flagship demands: high-volume footfall and international spend, established luxury credentials with room for emerging concepts, and the infrastructure for immersive retail experiences combined with the cultural relevance that makes a store worth visiting.
The evidence is consistent across the sections examined in this report. London combines its position as one of the world's most visited cities with domestic affluence and vibrant retail districts. It is one of only two cities, alongside New York, where every brand in our 30-brand mass-market sample has a flagship. It is also a leading destination for emerging international brands opening their first physical stores.
Finally, many of the world’s leading luxury houses are not merely occupying Bond Street; they have acquired assets and continue to invest significantly in their stores, signalling long-term confidence in London’s luxury market.
The dynamics driving demand continue to be shifting in London’s favour.
As flagship stores evolve into brand experience infrastructure – blending retail with F&B, events, wellness, customisation, and technology – the premium attached to the best locations grows and signals the strength of London’s occupational retail landscape.
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Business Contacts
Richard Smart
Managing Director, Head of London Markets
Phil Cann
Executive Director, Head of London Retail Investment
Peter Flint
Senior Director, Central London Retail
Research Contacts
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