London is one of the most attractive locations for international retailers globally, with the West End market representing the epitome of resilient retailing. London has one of the highest counts of international retailers with standalone stores compared to other major cities globally.

Market size and growth outlook

• London is one of the top retail markets in Europe with annual sales in 2025 expected to reach €148 billion.

• With around 9.3 million inhabitants in the Greater London metropolitan area, retailers can draw from a large and diverse consumer base.

• London is one of Europe’s most affluent cities. The disposable income in London is, on average, €113,400 per household in 2025, which is 49% higher than the national average.

• Retail sales are forecast to grow by 3.1% per year on average, in nominal terms, in the period from 2025 to 2029 in London.

• London welcomed approximately 30 million visitors in 2024, with over 20 million international overnight visitors representing nearly half of all overseas visits to the UK. The city's top international source markets include the USA, France, Germany, and Ireland. International visitors spent an average of €820 per visitor in 2024, with spending levels projected to increase in 2025 as tourism continues to recover and grow.

• London commands some of the highest retail rents in Europe and globally. Old Bond Street is the city’s most expensive destination with a prime rent of €21,000 per square meter per year at the end of Q3 2025.

   

The London Retail City Profile unveils key insights to help you make informed decisions about your next retail location. Complete the form to access a detailed market outlook and digital maps featuring key retail destinations, international retailer presence, and notable store openings.