Why are fashion brands choosing Great Portland St?

Great Portland Street in Fitzrovia is experiencing a remarkable revival, one rooted in its mid-20th-century role as a thriving women’s clothing trade corridor. Once known for workshops, tailors, and independent fashion sellers, this central London stretch is gaining attention as a modern fashion district.

Today, it offers a rare blend of business, leisure, and community within a single, walkable neighbourhood. Therefore, as fashion brands rethink where to open their flagship stores, showrooms, and concept spaces, Great Portland St stands out as a prime retail location that bridges heritage and contemporary corporate needs.

Businesses evaluating why fashion brand choose Great Portland St acknowledge a mix of practical and cultural advantages. The street uniquely balances the demand for modern retails with a neighbourhood energy that supports a thoughtful shopping experience. Below are core factors influencing the current retail shift.

Curated shopping experience

Unlike the high-traffic, high-noise atmosphere of Oxford Street, Great Portland St offers a calmer and more curated shopping experience. The area’s boutique-friendly vibe supports retailers looking to create immersive fashion brand worlds rather than compete in crowded environments.

The street feels more grown-up and grounded, making it an authentic, professional hub at the heart of central London. Architectural charm also adds to the appeal, with Edwardian and Victorian buildings like The George enhancing the feel of a premium shopping hub.

Strategic location with easy access

The street is located within London’s most strategic Fitzrovia’s Golden Triangle, benefitting from the prestigious W1 business postcode. Brands enjoy proximity to Oxford Street without direct, overwhelming competition. This positioning provides strong visibility for UK and European shoppers while remaining accessible to tourists and professionals. For emerging designers expanding internationally, the location offers the perfect blend of status and practicality.

Diverse office space offerings

Another compelling reason why fashion brand leaders choose Great Portland St is the diversity of workplace options. Retailers can secure flexible properties that combine retail frontages, showrooms, offices, and workshops under one address. The surrounding Fitzrovia ecosystem of cafes, galleries, and independent businesses also fuels ongoing cultural inspiration. This mix of practicality and community connection makes it easier for brands to stay creative while managing costs. That is especially true with relatively affordable commercial rent compared to nearby prime zones.

Here are a few fashion brands taking over the Great Portland St.

• Anthropologie Heal’s: A beautifully curated destination mixing Anthropologie’s bohemian apparel and decor with Heal’s modern furniture and homewares.
• Liberty London: An iconic mock-Tudor department store renowned for bold prints, luxury fashion, and a rich heritage spanning centuries.
• David Wej UK Store: A menswear label known for timeless, meaningful, and high-quality pieces built to last, strengthening the area’s appeal for niche and emerging designers.