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Nigel TAYLOR Published
October 20, 2025
With Oxford Street, Regent Street and Bond Street hogging much of central London’s shopping limelight, one nearby area is fighting back to regain consumer recognition.
The Strand, which links Trafalgar Square with the Aldwych, is on a mission to lure shoppers back to the area in a scheme supported Transport for London (TfL),Westminster Council and Northbank Business Improvement District (BID).
The Strand will see more pop-up shops, a packed programme of events and the inclusion of al fresco dining spots.
To spearhead the scheme, a new taskforce will be set up to help encourage more footfall to the historic Strand district, backed by a five-year investment plan for the area, City AM reported.
The scheme will include a series of pop-ups, allowing retailers and businesses to temporarily set up shop in empty office space.
The Strand is well known for its mix of theatres, galleries and hotels, but a combination of Covid-19 and the subsequent shift towards home working has left some retailers struggling. In recent times, fashion retailers including big names Next and TopShop and have disappeared for the area.
Ruth Duston, chief executive of Northbank BID, said: “Like many places across the country, the Northbank was hit hard by Covid-19, with retail and leisure hurt by lockdown and new hybrid working models impacting footfall.
“But the reality is that demand for street-level space was changing across the city pre-pandemic, largely due to increased competition from e-commerce and shifting expectations of consumers for the overall environment and experience.
“This is the next step in our ambitious vision for Northbank BID, creating a more vibrant district for future generations and celebrating its historic place in the heart of London.”
Westminster city councillor James Small-Edwards added: “The Strand has a rich heritage and it is fantastic to see this initiative bringing an even greater sense of identity, as well as increased investment, to the area.”