Retail in Europe is on the upswing as consumer confidence edges higher and inflation eases. Leasing is up, even though floorspace is diminishing and a growing number of retailers are collaborating with artists and musicians to increase their brand engagement and attract customers.

Analyzing 2,000 deals in 2023 in 13 European countries, Cushman & Wakefield reports "there has been positive upward growth in retail activity by number of deals…with focus on key locations where limited availability of appropriate space is likely to put upward pressure on rents….Retailers and landlords will continue to focus on making the most from their stores, such as driving footfall, omnichannel fulfilment or adopting new retail strategies."

The report noted that leasing activities by mixed good retailers continued their growth streak of recent years in 2023, with significant expansion. They made up the majority of all retailer lettings, occupying 35% more floor space in 2023 compared to 2022, and striking 35% more deals. Activity was led by Danish brands especially Normal, Chinese brand Miniso, and Polish company Pepco's Dealz brand.