Paul Souber, Head of Central London Retail said:  “London is still the signature location for any brand that aspires to international luxury status. At present, the demand for prime London locations seems insatiable and even the headline rental levels achieved by new lettings do not tell the whole story about just how strong demand is.

“What we’re seeing is retailers paying - ‘key money’ – multi-million pound payments to take control of existing leases just to get a foothold on Old Bond Street. The leases changing hands may already be at current market rents, but retailers will still pay millions more for the rarity value to secure a store on the street.”

Europe’s Top 10 Super Streets (€/sq m/month)

City, Street

Prime HS Rent - EUR/sqm/month

Old Bond Street, London


Bahnhofstrasse, Zurich


Champs Élysees, Paris


Via Monte Napoleone, Milan


Stoleshnikov Lane , Moscow


Via Condotti, Rome


Rue du Rhône, Geneva


“Goldene U”, Vienna


Kaufingerstraße, Munich


Tauentzienstraße, Berlin


Königstraße, Stuttgart



Commenting on the wider European retail landscape, Sean Briggs, Managing Director of Retail Agency in Europe at Colliers International said:  “The green shoots of recovery have definitely taken hold, several markets in Europe have recorded a change in prime rental values since Q1 2013. Demand from international retailers for the prime shopping locations continued to drive further rental growth, in particular in the top European high streets – Old Bond Street, London, Champs Élysees, Paris and Stoleshnikov Lane, Moscow.  In Western Europe, next to Paris and London, the high streets of Munich, Berlin, Stuttgart also saw annual growth in prime rents.”

“Some of the markets recorded declines in prime high streets rents.  For instance, despite strong retail sales and continuous demand from international brands, Istanbul in Turkey saw significant drop in prime rents, on both mid-year and annual basis. The decline is related to Turkish Lira depreciation against Euro and USD.  We have also seen downward movement in high street rents in Geneva, which is a further correction towards more reasonable rental values on Rue du Rhône, and in Warsaw, where prime high streets rents declined slightly and are now on par with shopping centres

“In Austria – primarily Vienna – the demand for luxury locations continues to be strong”, says Stefan Goigitzer, Head of Retail Department at Colliers in Austria and added: “The rents continue to climb and we are moving toward to the rental rates from Milan and Paris.”

Europe’s High Street Winners:

  • In Eastern Europe, Sofia in Bulgaria saw the most significant increase in prime high street rents (48 percent yoy). This, however, is a return to previous levels after a sharp decline at the turn of 2012 and 2013.
  • The major Russian retail markets of Moscow and Saint Petersburg recorded further rental growth on the high street, as occupier demand remained strong.
  • Prime rents in Riga, Latvia also continued upward movement, particularly strong in the high streets, reflecting the increasing demand for street retail units in this market – Polish fashion retailer Reserved is to open new store in May, while H&M and Next are currently looking for street locations.

Europe’s High Street Yields:  

  • The most significant weakening of prime high street yields took place in Kiev. The increase of retail supply and significant increase in interest rates in Turkey pushed up prime retail yields in Istanbul.
  • All major UK markets saw compression of prime high street yields, amid the economic recovery and strong demand from investors.
  • A decrease in prime assets coming to the markets coupled with growth in prime rents has put pressure on prime yields in Dublin.