Masspirational: the shift towards success through mass market brands
Are London’s shopping centres pivoting away from luxury in favour of mass market brands? A shift in tenant strategy suggests so. From Marks & Spencer opening at Battersea Power Station to Uniqlo anchoring Coal Drops Yard and fewer luxury names gracing The Village at Westfield London, there’s a clear move towards accessibility. But what’s driving this? Is it a shortage of aspirational tenants, or a bold strategy to blend tenant types, boost foot traffic, and unlock higher rents?
Yet this strategic blending of luxury and mass market isn’t just about footfall—it’s about creating vibrant, mixed-use environments. By integrating retail, dining, leisure, and even medical services, landlords are crafting destinations that serve everyday needs while still offering moments of indulgence.
Take Battersea Power Station. Once earmarked for accessible luxury in Turbine Hall A and urban cool in Turbine Hall B, the arrival of Marks & Spencer alongside Holland & Barrett and LEGO signals a pivot. Retailers like Holland & Barrett, which might have seemed out of sync with the original vision, are now part of the bigger picture. Why the change?
It boils down to footfall—the lifeblood of any retail destination. While luxury brands attract shoppers a few times a year, mass market and everyday retailers drive regular visits. This steady flow of foot traffic lifts sales not just for those brands but for surrounding shops, restaurants, and cafes. The strategy is simple: a broader mix equals more reasons to visit, more often. It also shows premium and mass market can sit happily alongside each other.
Uniqlo’s recent debut at Coal Drops Yard is another example of this recalibration. Originally aimed at a niche audience, the destination is now widening its appeal. With new tenants like Sostrene Grene—offering homewares, gifting, and craft items—Coal Drops Yard is evolving into a place that draws repeat visitors across demographics. This broader appeal isn’t just about foot traffic; it’s about unlocking higher turnover and rent potential.
At Westfield London, the repositioning is even more pronounced. The Village, once dominated by luxury brands, is being consolidated to make way for medical and wellness operators on the upper level. These services tap into growing consumer demand while reflecting challenges in the luxury retail market, including rising prices and a lack of standout trends.
Yet this strategic blending of luxury and mass market isn’t just about footfall—it’s about creating vibrant, mixed-use environments. By integrating retail, dining, leisure, and even medical services, landlords are crafting destinations that serve everyday needs while still offering moments of indulgence. Some locations, like Bond Street and Burlington Arcade, continue to focus solely on aspirational brands, but the majority are embracing this masspirational mix to secure long-term resilience.
The inclusion of mass market brands in traditionally high-end shopping destinations represents a bold evolution in retail strategy. These curated tenant mixes cater to changing consumer expectations, balancing accessibility with exclusivity. As shopping behaviours continue to shift, the success of these destinations will depend on their ability to attract and retain a diverse audience—delivering both the essentials and the exceptional.
Image credit: Kings Cross