Creating a vibrant retail destination in the heart of London
At British Land, we are proud to be at the forefront of retail and placemaking across the UK, delivering destinations that set new standards for modern life. Our campus model is focused on the business audience while also being built on the belief that remarkable retail - curated with great brands - can transform spaces into thriving, inclusive communities in London and nationwide. Leading shopping centre leasing across the portfolio, I knew that we could set a new standard for city retail at our Broadgate campus.
Broadgate Central marks the City of London’s first major retail launch in over a decade - a rare and exciting opportunity to redefine urban retail. More than just shops, it’s a curated destination designed for office workers, weekend visitors, and the evolving pace of city life.
A curated mix of exciting brands
When we began shaping Broadgate Central our vision was clear: to create a destination that feels as vibrant on a Saturday as it does on a Tuesday lunchtime. Achieving this meant assembling a tenant mix that appeals to both the City’s workforce and its growing population of weekend explorers. We’re welcoming cult favourites like Sandwich Sandwich and The Horseman, an all-day brunch and dining bar, adding even more variety to our food and beverage scene, and a diverse range of health and beauty retailers.
When we began shaping Broadgate Central our vision was clear: to create a destination that feels as vibrant on a Saturday as it does on a Tuesday lunchtime. Achieving this meant assembling a tenant mix that appeals to both the City’s workforce and its growing population of weekend explorers. We’re welcoming cult favourites like Sandwich Sandwich and The Horseman, an all-day brunch and dining bar, adding even more variety to our food and beverage scene, and a diverse range of health and beauty retailers.
Why? To ensure there’s always a reason to visit, whether you’re grabbing a quick lunch, meeting friends for a drink at Vagabond, or running errands.
There is so much potential and opportunity at Broadgate Central in welcoming new additions - like a boutique florist, for example. As someone who has long championed independent retailers, I know the hurdles faced with tight margins and high fit-out costs. We have a space on the upper level which, if we white box, would make it possible for a local business to thrive, serving both passersby and corporate clients with bespoke arrangements.
It's a reminder that a successful destination isn’t just about big brands, it’s about creating a sense of place.
There is so much potential and opportunity at Broadgate Central to welcome new additions like a luxury boutique florist, for example. We have a small unit on the upper level which, would be too small for many of our target retailers but, is perfect for Moyses Stevens who will bring vibrancy and greenery, and be able to serve both passersby and corporate clients with bespoke arrangements.
Meeting modern expectations
Covid-19 has fundamentally shifted how people use the City. Hybrid work patterns mean that retail destinations must offer more than just shopping, they need to be places people want to spend time. From coffee shops to nail salons, sushi counters to wellness clinics, we’ve prioritised operators who create experiences, not just transactions.
Covid-19 has fundamentally shifted how people use the City. Hybrid work patterns mean that retail destinations must offer more than just shopping, they need to be places people want to spend time. From coffee shops to nail salons, sushi counters to wellness clinics, we’ve prioritised operators who create experiences, not just transactions.
We’ve also learned the importance of flexibility. By collaborating with our tenants and helping them navigate everything from fit-out costs to building control, we’re forging partnerships that go beyond the traditional landlord and tenant relationship.
A key lesson from curating Broadgate Central is the importance of critical mass. To become a true destination, you need enough variety and density to encourage browsing and repeat visits. We’ve balanced brands like Whistles and Hobbs London with grab-and-go food alongside essential services. This mix ensures that whether someone is shopping after work, popping out for lunch, or meeting friends on the weekend, Broadgate Central is front of mind.
We’ve also paid close attention to the physical environment, activating blank frontages with digital screens and creative signage, and designing shopfronts that let each brand’s personality shine.
It’s about making every corner feel alive and inviting
Looking ahead to launch
It’s tempting to chase 100% occupancy, but experience tells me that the long-term success of a scheme depends on getting the mix right.
The biggest challenge has been knowing when to hold out for the right tenant, rather than filling every unit on day one.
Inevitably as we have got closer to the launch date and the anticipation builds more brands are seeing the buzz and want to join the scheme. We are now 90% let, and are anticipating some strong interest in the last remaining units in the New Year.
Launching Broadgate Central is about more than opening doors, it’s about creating a destination that reflects the City’s new energy. By blending hospitality, retail and community, we’re setting a new standard for what a City destination can be, one that’s ready to welcome the next decade of London life.
On a personal note, this project has been a huge privilege to work on. Retail development at scale rarely happens these days, so to have seen it go from a vision on a plan to beautiful flagship stores over the last five and a half years has been very exciting and rewarding.
It has taken a huge amount of hard work and collaboration from people right across the business to get to this point. It really has been a labour of love by so many people; all of whom have pulled the stops out to help create and launch this best-in-class retail destination.
What a rollercoaster ride! From the depths of Covid-19 where we were looking at units on a plan trying to work out what the future of retail in the City might be, to where we are today with the likes of Ralph Lauren and Luca Faloni opening their first ever City flagships, and Boots choosing Broadgate to launch their first ever fragrance-only concept store. The highs when it comes together are worth the challenges of the lows when we hit them.
We had a vision in 2017 for a seven-day-a-week destination at Broadgate, and despite the challenges of Covid-19 and other global events that is what we have created. Everyone who has been involved in helping fulfil that vision should be immensely proud of themselves and enjoy this moment of celebration.
From London to retail destinations across the UK, British Land’s campus model has delivered best-in-class results. Our focus on placemaking, partnership, and a strong brand mix has driven footfall, sales, and community engagement, proving that our approach works at scale.
As we celebrate this milestone, we look forward to continuing to set new standards, creating destinations where people, brands, and communities all benefit.