City of Westminster announces Meanwhile On: Oxford Street Programme (UK)

Called Meanwhile On: Oxford Street, they are inviting all innovative, cutting-edge and up-and-coming businesses looking to launch their first store to apply.

Up to 35 brands will be given a prime store location for an initial six-month period, 100% rent-free. There will be a variety of store sizes on offer, single tenancy and curated stores shared between like-minded concepts.

Benefits for Brands

• Basic white-box service funded by WCC, ensuring that each space is ready so that applicants can undertake final decorative works.
• Basic fitout service for eligible multi-brand spaces. A design agency will create a unique and attractive design, conceptualised to each location.
• Rent-free tenancies within prime retail spaces throughout activation period.
• 70% discount on business rates through the application of Expanded Retail and NNDR Localism Reliefs.
• Free promotion through consumer-focused campaigns to drive footfall and spend.
• Support from experienced space operators, Someday Studios, to guide brands every step of the way, funded by WCC.

What brands need to provide

All spaces will be rent-free, but brands will be expected to cover the following project costs:

• Business rates contribution: ranging from £500 to £2,800 + VAT per month per brand, depending on space size, with the first three months payable up-front and later months payable one month up-front.
• Damage deposit: £1000 to £2,500 per brand payable up-front and fully refunded at end of tenancy provided there are no issues.
• Service charge (including utilities): where applicable and may vary per space – amounts will be shared with applicants occupying a space prior to any contract signing.
• Business Improvement District (BID) levy is payable by ratepayers if they operate within a property that falls within a BID area. New West End Company (NWEC) will be discounting occupier BID levies by 70% for those participating in the programme and this is to be shared among applicants occupying a space. As an estimate, they expect BID levy contributions to cost between £20-£50 per brand per month. Specific amounts will be shared with applicants occupying a space prior to any contract signing.
• Stock: initial stock and the ability to replenish stock, if needed.
• Staffing: stores are expected to operate 7 days a week, in line with Oxford Street guidelines.
• Security: if/where required.
• Wi-Fi, cleaning and point of sale (POS) potentially shared for multi-brand stores.

Eligibility Criteria

The City of Westminster is looking for innovative and up-and-coming small businesses that:

• are looking to launch a physical space​
• can offer something unique to Oxford Street’s audience in terms of product, events, experience or concept​
• have the potential to go on to launch a long-term store independently after developing their brand through the programme​
• have sufficient capital to cover the project costs (please read the Applicants Guide) and to sustain the rest of their business whilst running a store for six months​
• have sufficient resources to run a store for six months on one of the world’s busiest streets. This includes staff, stock, promotion and general execution​
• want to play a part in shaping Oxford Street’s future for the better​
• care about sustainability and can demonstrate how it plays a part in their business​

This programme is not intended to support well-established retailers who would otherwise already be able to operate a store in Central London without the support of this programme.

For more information, visit City of Westminster.