By Alicia Curry, Local Democracy Reporter
Hundreds of brands have applied to the free-rent scheme which will help fill empty “American candy” stores on Oxford Street.
In July, Westminster council announced that small businesses are being offered the chance to take over a shop on the major road for an initial six-month period without paying rent.
Since opening the “Meanwhile On: Oxford Street” programme, the council has announced that it has received upwards of 300 applications from brands, in what it calls “a brilliant response”.
The campaign, run in partnership with the New West End Company, is aimed at businesses looking to launch their first store or physical space.
Selected brands will be given a prime store location for half a year rent-free and with a minimum reduction of business rates of 70 per cent.
The campaign has received applications from fashion, sustainability, and wellness brands but that it’s particularly keen on those that “offer experiences to customers”.
Once the application window closes at the end of the month, the selection process will take place to offer the most suitable applicants the space on Oxford Street.
The council is currently working with landlords to arrange the first unit, and over three years it expects to see nine units supporting at least 35 brands.
Once a brand comes to the end of its six months, the council will work with the relevant landlord to discuss future options and any potential extensions – though no guarantees can be made – and says it will continue to support programme brands in any way they can.
The programme forms part of Westminster City council’s wider Fairer Economy plan to invest in high streets throughout the borough. It will activate empty spaces previously taken up by low-quality occupiers such as American candy stores.
Last November it was reported that a third of American candy stores on Oxford Street had been shut down in a crackdown on “dirty money”.
Westminster council discovered more than £200,000 worth of counterfeit goods from sweet and souvenir shops during previous raids along Oxford Street.
Items including counterfeit vapes, cigarettes and fake toys were found in the stores, while the council was seeking to reclaim £8million worth of business rates being dodged by shops in the area.
Dee Corsi, CEO of New West End Company, said: “The West End is internationally recognised as one of the world’s most iconic retail and leisure destinations.
“As a result, it has always been at the forefront for brands looking to engage with consumers in new and innovative ways – businesses that come here, do so to put their best foot forward.”
Pictured top: A former “American candy” store in Oxford Street (Picture: Google Street View)
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