Unique Oxford’s Retail Market Thriving Through Placemaking

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The uniqueness of Oxford’s retail market is a major contributor to the city’s success while other high streets are suffering, says a regional commercial property specialist.

Mike Watson, partner at property consultancy Vail Williams, says Oxford continues to benefit from constrained supply, strong tourist footfall and high barriers to entry. And the future lies in conscious placemaking rather than blanket regeneration.

Mike, whose clients include several of the key stakeholders on Oxford’s High Street, said

“There is a shift towards more coordinated stewardship at a time when fragmented ownership can easily dilute long-term vision. Demand remains focused on smaller, character-led retail units, particularly those suited to independent operators, premium brands and food and beverage occupiers seeking prominent city centre locations.”

At the same time, collaboration between local stakeholders is becoming a dominant theme in the future stewardship of the High Street and its environs.

Lincoln College, All Souls College and Brasenose College are working together under the umbrella of The City Centre College Group to deliver a unique retail offer in the form of the Oxford Market Quarter – a crucial part of the city’s independent retail ecosystem, alongside Oxford City Council’s own reinvention of the Covered Market itself.

Oxford Market Quarter is located in the city centre, stretching from Broad Street to the north with fantastic views of Trinity College, to High Street in the south and Corn market to the west. Within it sits Turl Street with its independent shops and eateries, as well as the Covered Market itself, and King Edward Street just to the east.

Mike, who has almost 30 years’ commercial property experience in the city, added:

“The ambition is to champion independent and artisan retailers, at a time when many UK high streets have become increasingly homogenised. The focus of the Oxford Market Quarter is on revitalising and delivering a range of quality retailers and hospitality, focusing on longevity and relevance, from high-end fashion and footwear, to a distinctive food and beverage offer with retailers that trade on craftsmanship and experience.”

Oxford’s commercial story, and its retail property market, have evolved from Anglo-Saxon market stalls to historic, listed buildings housing shops and now into a multi-layered offering Mike said the historic city’s challenge today was how to continue that evolution without eroding the character that makes Oxford’s high street one of the most historically resonant in the country.

On the edge of the city, destinations such as Oxford Retail Park provide large-format retail anchored by national brands. Move closer to the centre, however, and the offer becomes much more nuanced.

City centre retail in Oxford is underpinned by the Westgate Centre, Cornmarket Street, Queen Street and Clarendon Centre. These boast a mix of major brands alongside long-established names and university buildings.

“But it is as you approach the High Street itself that Oxford’s identity sharpens. Streets become more labyrinthine, shop units smaller, and the retail mix increasingly independent, artisan and experiential."

“This gradual shift is not accidental. It reflects what visitors and locals increasingly expect from Oxford – that it does not act as a replica of every other UK high street, but offers something rooted in place.”

Mike said demand remained focused on smaller, character-led retail units, particularly those suited to independent operators, premium brands and food and beverage occupiers seeking prominent city centre locations.

However, he pointed out that many independent retailers in Oxford were feeling the pressure of rising rents and business rates, while the culture that they created was simultaneously celebrated and monetised.

“That tension cannot be ignored. The success of Oxford’s High Street has always been built on small, distinctive traders, but the financial challenges they face are becoming increasingly burdensome."

“Future regeneration must recognise these challenges, as well as the fact that heritage is not just architectural, it is economic and cultural too. Oxford’s High Street has not fundamentally changed in 400 years, but that does not mean it should stand still. The next phase of development will be defined by selective progress, careful curation, collaborative ownership, and investment that enhances rather than overwhelms."

“If done well, the High Street in Oxford can continue to evolve as a place where history is not preserved behind glass, but is lived in - by independent retailers, artisans, students, locals and visitors alike."

"Oxford’s retail longevity comes not from resisting change, but from shaping its future, with purpose, one which will see it through the next 400 years.”

Vail Williams opened its office in Oxford in February 2024. The firm’s entry into the Oxford market sees the firm, which now has twelve offices across the UK, bridge the gap between its London, Reading and Birmingham offices, operating from premises at New Barclay House in the city.

Vail Williams full-service property advice includes commercial agency, investment and development advice, building consultancy, property valuation, planning, lease advisory, property asset management, business rates and occupier consultancy.

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Oct 20, 2023
3 min read

Porsche Brand Ambassador and Grand Slam tennis champion Emma Raducanu joined customers and fans at a special event to celebrate the opening of the new Porsche NOW brand store at Battersea Power Station.

Porsche NOW – which is open until 1 December on the Ground Floor in Turbine Hall A - aims to bring the excitement and fascination of the Stuttgart luxury sports car brand to new, urban audiences in a novel style. Visitors are drawn into the original dream of Porsche founder, Ferry Porsche, who was inspired to build his perfect sports car. And the space will share this company philosophy of dreaming to help others achieve individual ambitions.

Those ambitions were personified on the night by 20-year-old Raducanu, who during the day had been training at the nearby National Tennis Centre ahead of her return to the WTA Tour in 2024. She thrilled guests, recounting the story of her rise through the tennis rankings and how her love of racing inspires her away from the court.

Emma discussed her early dreams and what motivated her along the path to sporting success. She went on to explain how motorsport was always a parallel passion, with Porsche also having a place in her heart from a young age.

“I always loved the style of Porsche sports cars since one of my first coaches would turn up at training in a 911."

"But, of course, since becoming a Brand Ambassador I have gained a wider understanding of the company, particularly regarding innovation, technology and sustainability,” commented Emma.

“I saw some cool things tonight I didn’t expect and in that way Porsche NOW has something for everyone; whether you already drive a Porsche or are just stopping by for a coffee. The idea to invite special guest speakers and host community workshops is also very cool.”

“The opening of Porsche NOW at Battersea Power Station is a big milestone for Porsche in Great Britain. This is our first realisation of the Porsche NOW retail concept in the UK. It’s an inspiring brand activation and retail format,” commented Krishan Bodhani, CEO Porsche Cars Great Britain.

“However, while the primary goal of Porsche NOW is to reach new customers, we are also focussed on engaging with the local community through education, well-being, the arts and lifestyle.”

Inside the store, there is a dedicated area where selected local artists will be live painting a mural, beginning this week with Lucy Ambler. In addition, 9 Elms Arts Ministry will be curating a gallery of local artists; reflecting the ethos of Porsche as a brand that enables people’s dreams, by proudly giving them a platform to showcase their work.

Local schools and colleges will also be invited into the space to hear from Porsche employees on topics such as sustainability and learn about career paths into becoming an apprentice technician.

Regular highlights will be hosted evenings dedicated to motorsport, design, and well-being.

And brand partners will also join with Masterclasses, including La Marzocco Coffee and Porsche Design with study of watchmaking.

The Porsche NOW concept is delivered in partnership with the retail Porsche Centre network, and the hosts can offer limited test drives. At Battersea, it is managed by the team from Porsche Centre West London, part of the Porsche Retail Group. Next year, Porsche NOW will visit other cosmopolitan urban centres around the UK.

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Unique Oxford’s Retail Market Thriving Through Placemaking

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