New research from Savills reveals that while large national brands continue to underpin UK retail and leisure expansion, the next wave of store expansion will be led by a fast-growing cohort of emerging operators, significantly reshaping where and how the market grows over the coming years.
According to the international real estate advisor, more than 1,500 multi-site brands grew their estates last year, delivering 8,200 new stores, with 390 operators opening at least five locations. The total number of active brands has increased by nearly 50 in just two years, highlighting a market that is not only active, but broadening.
Savills says established chains remain central to the market, accounting for the majority of total store numbers and continuing to drive footfall, investment confidence and regeneration in prime locations. However, the research highlights a clear shift in where incremental growth is now coming from, with smaller operators scaling at a faster rate than at any point in the past decade.
In 2023, around half of all new openings were delivered by brands operating more than 100 stores, while approximately a third came from operators with fewer than 50 sites. By the end of 2025, this dynamic had shifted, with brands operating fewer than 20 stores accounting for a quarter of all new openings, up 7% since 2023.
Alan Spencer, head of UK retail at Savills, comments: “It’s an exciting time for the market given the number and variety of acquisitive brands. Major retailers continue to anchor the market and will remain the primary drivers of scale and stability. What’s different now is the pace at which emerging operators are growing alongside them. These brands are expanding confidently, often into locations that offer a lower barrier to entry for first and early stores, which is broadening the market rather than fragmenting it.”
Looking ahead, Savills forecasts that, on current trajectories, around 12,000 additional stores could be delivered by brands with fewer than 50 sites over the next three to five years. This growth is expected to complement continued rollouts from major chains, reinforcing demand across a far wider range of UK towns and cities.
Tom Whittington, director in commercial research at Savills, adds: “This is not a loss of ground for large chains, but a clear sign of confidence in the market despite ongoing headwinds. Expansion is increasingly being driven by a combination of scale and innovation, underpinned by evolving demographic trends and changing consumer expectations. As shoppers look for a broader mix of offers, from experiential leisure to specialist and community-focused retail, emerging brands are particularly well placed to respond with agility.”
