The number of store openings by international brands in major European cities experienced a notable uptick in 2025, with U.S. retailer store openings leading the charge, as revealed in a recent Savills report.
While local European brands still maintain dominance with 56% of the new openings, U.S. companies, including those in fashion and food service, have established themselves as the primary foreign players in the European market. They now account for 25% of new stores, a significant rise from just 14% in 2024.
The report attributes this movement to various economic and political factors. Heightened trade tensions and waning consumer confidence within the U.S. have compelled numerous American firms to accelerate their plans to expand into Europe.
Recent trade agreements between the European Union and the U.S., finalized in July, have further bolstered this trend, with expectations for ongoing growth into 2026.
“Recent trade tensions may have posed certain economic challenges, yet they appear to have expedited the expansion of U.S. food and retail operators throughout major European cities. We anticipate this trend to persist due to the substantial investments already flowing into the sector,” noted Marie Hickey, director in commercial research at Savills.
Meanwhile, French, Italian, and Spanish companies continue to lead the charge in Europe, highlighting the strength of their fashion industries. However, interest from U.S. retailers in European expansion is on the rise, signaling a shift in focus.
Additionally, Canadian retailers, traditionally centered on the U.S. market, are now venturing into European cities, representing 4% of new international brand stores. Brands such as Arc’teryx and Lululemon, both promoting active lifestyles, have opened new outlets in Milan, enticed by the city’s reputation as a fashion destination and its consumer profile.
On the other hand, Chinese companies are adjusting their strategies in Europe, now making up 6% of new international brand entries, a slight decline from the 7% noted in 2024.
Previously concentrated in London and Paris, these operators are now expanding to cities like Berlin, Amsterdam, and Zurich. This strategic pivot seeks to diversify revenue and build a stronger international foothold post-pandemic. In 2025 alone, brands including Pop Mart, Miniso, and BYD have established a presence in these markets, with the toys and hobbies sector emerging as a key category for exports.
“We are witnessing a significant shift in global retail strategies. For many U.S. operators, European expansion is now a primary focus. A favorable market environment, consistent demand in large cities, and an increasing desire for unique shopping experiences are all driving this trend,” stated Larry Brennan, head of the European Retail Agency at Savills.
