Brick-and-mortar retail remains a central component of the growth strategies of European retailers. Despite the difficult economic environment, 65 percent of companies plan to expand their store network in the near future. Across Europe, up to 8,000 additional stores could be created after deducting closures. This is shown by the European Retail Occupier Survey 2026 by the global real estate service provider CBRE. The entire study can be found here on the CBRE website.
Retailers are also focusing on continuity or growth when it comes to the size of their stores: 93 percent want to maintain or enlarge their stores at least in the same size as before. For 91 percent, brick-and-mortar retail remains a core component of their corporate strategy. When it comes to addressing customers, 76 percent of those surveyed consider their stores to be more effective than online channels. In terms of sales productivity, the figure is 56 percent.
"The results of the report are in line with our experience in Germany. The top high streets are experiencing robust leasing dynamics. The retailers' ongoing expansion plans are meeting historically low vacancy rates and are creating high letting pressure on available prime space," says Frank Emmerich, Head of Retail Leasing at CBRE in Germany.
<strong>Shopping centres are at the forefront of the search for a location</strong>
When choosing new locations, retailers pay particular attention to the catchment area, its demographic structure and visitor frequency. Regional shopping centres are a preferred location for expansion for 72 per cent of respondents. This is followed by retail parks with 53 per cent and inner-city shopping streets with 52 per cent.
<strong>AI is increasingly being used in business operations</strong>
In addition to store expansion, companies are increasingly investing in digital technologies. 52 percent of the retailers surveyed have already introduced AI solutions. In 2024, this share was still 25 percent. Another 43 percent are actively examining the use of AI. The most common applications include personalized product recommendations (69 percent) and chatbots in customer service (63 percent).
"Demand for brick-and-mortar retail space remains robust despite the economic uncertainty," says Tom Dancer, Head of Retail Occupier, Europe, at CBRE. "As retailers expand, they choose locations based on whether they can reach the right customer groups and grow over the long term. Stores strengthen their market presence and remain an important place to connect with customers."
Alex Ozga, Associate Director, European Retail and I&L Research Europe at CBRE, adds: "The proportion of retailers using AI has more than doubled within two years. Companies are increasingly moving from testing to application: they are using AI to address customers more individually and make processes more efficient. At the same time, they continue to invest in the equipment and technology of their stores. In this way, they combine digital opportunities with on-site shopping."
About the survey:
For the European Retail Occupier Survey 2026, CBRE surveyed more than 70 retail companies operating throughout Europe and worldwide. Together, they operate around 150,000 stores worldwide.
