Research shows emerging brands to open 12,000 new UK stores
Emerging brands in the UK could open 12,000 new stores over the next three to five years, according to new research from Savills.
According to the international real estate advisor, over 1,500 multi-site brands grew their estates last year, delivering 8,200 new stores, with 390 operators opening at least five locations. The research found that the total number of active brands has increased by nearly 50 in two years, highlighting a market that is both active and broadening.
Savills said that while established chains remain central to the market, accounting for the majority of total store numbers, incremental growth is now coming from smaller operators which are scaling at a faster rate than at any point in the past decade.
According to the research, around half of all new openings in 2023 were delivered by brands operating more than 100 stores, while approximately a third came from operators with fewer than 50 sites. By the end of 2025, this dynamic had shifted, with brands operating fewer than 20 stores accounting for a quarter of all new openings, up by 7% against 2023.
Alan Spencer, head of UK retail at Savills, said: “It’s an exciting time for the market given the number and variety of acquisitive brands. Major retailers continue to anchor the market and will remain the primary drivers of scale and stability. What’s different now is the pace at which emerging operators are growing alongside them. These brands are expanding confidently, often into locations that offer a lower barrier to entry for first and early stores, which is broadening the market rather than fragmenting it.”
Tom Whittington, director in commercial research at Savills, added: “This is not a loss of ground for large chains, but a clear sign of confidence in the market despite ongoing headwinds. Expansion is increasingly being driven by a combination of scale and innovation, underpinned by evolving demographic trends and changing consumer expectations. As shoppers look for a broader mix of offers, from experiential leisure to specialist and community-focused retail, emerging brands are particularly well placed to respond with agility.”