LONDON — The absence of tax-free shopping cost the West End 310 million pounds in retail sales in the first six months of the year, marking the biggest half-year loss since the policy was removed in 2021, according to new research from the New West End Company, which represents some 600 retail, restaurant, hotel and property owners in central London’s core shopping areas anchored by Bond, Oxford and Regent Streets.

That said, leading brands are still fighting for prime locations across London despite a generally tough business environment.

As first reported by WWD, Phoebe Philo is planting her flag in London’s Mayfair with plans to open her first store on Carlos Place, in a former office building. The store will be across the street from The Row, and a few steps from The Connaught hotel.

In the West End, Kim Kardashian’s shapewear and apparel brand Skims is set to open a 12,000-square-foot store next summer at 245-247 Regent Street, previously occupied by Ted Baker.

Following a double-decker bus summer pop-up with Wilson across London, Ronnie Fieg’s fashion and lifestyle brand Kith has also signed a lease to open its first stand-alone U.K. location on Regent Street, according to Savills. The brand entered the market with Selfridges in 2019.

Oxford Street continues to draw mainstream fashion players this fall as well. Mango, Puma, New Balance, Pandora, Massimo Dutti and Oysho are among a growing list of retailers renewing their retail experience on the street with bigger stores.

Fast-fashion retailer Shein is set to open its second pop-up between Sept. 26 and 28 on the street at Future Stores, an event venue right next to the Elizabeth Line’s Tottenham Court Road west exit.

At the pop-up, shoppers will be able to jump on new-season offerings from Shein-owned brands such as Musera, Anewsta, Elenzga and Vuva Rella, as well as accessories from Missguided and MOTF.

U.S. upscale furniture retailer RH, meanwhile, has taken over the three Grade II-listed buildings, one of which used to house Abercrombie & Fitch, on Burlington Gardens right behind the Royal Academy of Arts for its first London location.

A short walk away, Saint Laurent next spring is set to move from 22-33 Old Bond Street to a new location on 11-14 Grafton Street, a 60 million pound redevelopment right between Givenchy and Dior’s flagships.

Later in the year, the Stockholm-based minimalist label Toteme is opening its second store in the U.K. at 159 Sloane Street, which neighbors Brunello Cucinelli, Oliver Peoples and Diptyque.

Australian label Zimmermann is set to open next spring on the same street, which completed a grand-scale, 46 million pound refurbishment earlier this year.

Dutch menswear brand Mr Mavis and British contemporary brand Needle & Thread are set to open on the nearby King’s Road, joining a lineup of fashion players including Maksu, Cefinn, Jonak, Soeur, Ysé and Birkenstock.

According to Savills, occupational demand remains buoyant for prime opportunities in central London, as year-on-year footfall for each month of the second quarter of 2025 was positive in London’s West End.

First store openings by new international entrants to London totaled 21 in the first half of 2025, representing a 10.5 percent increase year-on-year, and year-end numbers are on course to exceed 2024 levels. Central London retail investment in the period amounted to 1.6 billion pounds, which is already ahead of full-year 2019 levels.

Looking at the second half of 2025, the property services firm said domestic spend in the West End is likely to be more exposed to inflationary pressures, in response to the new tariff environment, while international spending is likely to be more resilient, supported by improving consumer confidence in the eurozone and a continued uptick in international arrivals.