In a strategic move to rejuvenate the Oxford Street area, Westminster City Council has introduced new pop-up spaces for fashion brands.
- Premium knitwear label Hades and custom sneaker brand Canvvs lead the first wave of businesses opening.
- Luxury linen brand Kindred of Ireland and B Corp-certified Love Cocoa are also setting up shop in the vicinity.
- The initiative received over 800 applications from innovative enterprises seeking prime locations at reduced rent.
- Aimed at reducing vacant stores, the scheme supports small businesses with operational and promotional assistance.
In a significant initiative to revitalise Oxford Street, Westminster City Council has opened new pop-up spaces for budding fashion brands. This move is part of the ‘Meanwhile On: Oxford Street’ project, aimed at invigorating the local retail scene.
Leading the first wave of openings are the renowned knitwear label Hades and the bespoke sneaker brand Canvvs, which will be available this autumn at 373 Oxford Street. These brands are joined by the luxury linen company Kindred of Ireland, scheduled to open at 31 Brook Street before the end of August, eventually giving way to Hades.
Adding to the diversity, Love Cocoa, a brand established by James Cadbury, will open at 36 South Molton Street. This B Corp-certified chocolate company stems from the legacy of the Cadbury family and aims to attract chocolate enthusiasts in the area.
The project, launched in July 2023, saw over 800 applications from forward-thinking businesses seeking to benefit from the reduced rent in prime locations on Oxford Street. This initiative also offers promotional and operational support to brands in an effort to diversify and rejuvenate the high street’s offerings.
Geoff Barraclough, cabinet member for planning and economic development at Westminster City Council, stated their goal is to reduce the number of vacant stores and improve the quality of retail offerings. By assisting new small businesses, the council hopes to foster growth and contribute to the revitalisation of Oxford Street and its surrounding areas.
The ‘Meanwhile On: Oxford Street’ project represents a robust effort to revitalise a key commercial area through strategic support of small businesses.
