European Luxury Retail

The Cushman & Wakefield European Luxury Retail report is a detailed research report crafted to provide an authoritative and sophisticated analysis of the luxury retail real estate market across Europe. It offers in-depth, data-driven insights, covering luxury retail real estate market dynamics as well as luxury retailer and consumer trends. This comprehensive report is invaluable for stakeholders looking to understand the intricacies of the European luxury retail real estate landscape.

The luxury retail real estate market is propelled by several key drivers including evolving consumer preferences and innovative strategies for utilising stores for customer engagement and brand enhancement. This includes luxury brands’ expansion into more experience-based offerings and their preference to offer wider ranges and more products to customers within individual stores. These key elements are helping to shape the retail real estate strategies of luxury retailers and brands.

Luxury retailers are adapting to evolving consumer demands by creating stores that engage and delight shoppers. Compelling design remains a key component of this but there is growing adoption of technology in stores to create opportunities for customers’ engagement with brands. A key driver of real estate strategy is the enhancement of customer engagement through exclusive in-store experiences. This along with growing preference to carry wider ranges of products in individual stores is fuelling demand for larger spaces.

The Cushman & Wakefield European Luxury Retail report covers an extensive range of countries and cities across Europe, including the United Kingdom, Italy, France, Germany, Switzerland, Spain, Portugal, Belgium, the Netherlands, Czech Republic, Sweden and Denmark. Cities such as London, Milan, Rome, Paris, Munich, Düsseldorf, Barcelona, Madrid, Lisbon, Zurich, Geneva, Prague, Brussels, Amsterdam, Stockholm and Copenhagen are highlighted.

The Cushman & Wakefield European Luxury Retail report covers 20 key luxury retail high streets across Europe, famed for their concentration of luxury retail offerings, attracting both domestic and international affluent shoppers. Key luxury streets covered in this report include:

• Paris – Avenue Montaigne, Avenue des Champs-Élysées, Rue St-Honoré and Rue du Faubourg St-Honoré
• Milan – Via Montenapoleone.
• Rome – Via Condotti
• London – Bond Street and Sloane Street
• Munich – Maximilianstraße
• Düsseldorf – Königsallee
• Barcelona – Passeig de Gràcia
• Madrid – Calle de Serrano and Calle de José Ortega y Gasset
• Lisbon – Avenida da Liberdade
• Brussels – Boulevard de Waterloo
• Amsterdam – PC Hooftstraat
• Prague – Pařížská
• Zürich – Banhhofstrasse
• Geneva – Rue du Rhône
• Stockholm – Bibliotekstan
• Copenhagen – Strøget

These streets are pivotal in defining the landscape of European luxury retail, often setting trends and standards in the global luxury market.

Learn more about the world’s most prestigious retail streets in our Main Streets Across the World.

Hospitality is playing a growing role in the luxury retail industry by enhancing the brand experience and fostering deeper connections with consumers. It extends the brand's presence beyond traditional retail settings, offering exclusive experiences that embody the brand's values and lifestyle proposition. Expansion into areas of hospitality by luxury retailers will remain an important strategy for the future as consumers’ appetite for luxury experiences grows and brands seek to deepen customer engagement.

Physical stores remain crucial in the luxury retail market by offering brand experiences that cannot be replicated online. They serve as a physical touchpoint for consumers to engage with products, receive personalized services, and partake in exclusive events and access exclusive products, reinforcing brands’ prestige and desirability.

The European luxury retail property market is expected to see continuing demand for space focused on key prime streets across Europe. However, the ongoing constraint in availability continues to create challenges for retailers to secure appropriate spaces. This ongoing demand-supply challenge means that there is upward pressure on prime rental levels. The resilience of luxury retail real estate suggest a positive outlook for key streets across Europe, delivering vital physical spaces for customer engagement and brand enhancement.