Brands that invest in Britain deserve the capital in return to be at its most competitive

THE West End is back. The arrival of the Elizabeth Line, recent Pride celebrations and sunshine are just some of the factors which have stabilised footfall and brought much-needed certainty back for retailers.

- Dee Corsi

It is an environment ripe for growth, and the district has done well, post-pandemic, to remain on track for a £10 billion turnover by 2025. But with the “tourist tax” acting as an effective handbrake on momentum, reaching our full growth potential remains just out of reach.

Despite this, British brands such as Burberry — creator of arguably the most recognisable pattern in global fashion — continue to do their bit to back the West End as one of the world’s most iconic retail destinations. The recent reopening of Burberry’s global flagship store on New Bond Street after a significant refurbishment marks an evolution of its store concept, with the immersive experience balancing rich heritage with a contemporary interpretation. It is a true reflection of the elevated shopping experiences visitors have come to expect of the West End, and of the district’s global reputation for leading the way for retail.