Skip to content
+852 2659 9280
All projects London, United Kingdom · 2006–2012

Covent Garden London

Retail consultancy, marketing strategy and leasing enhancement for Capco’s Covent Garden estate in London.

Husband Retail worked with Capco to reposition and relaunch Covent Garden as a premium international retail destination. Our remit brought market research and positioning together with street layout, zoning, tenant mix and marketing, with monitoring as the programme moved into execution.

Discuss your project
  • Consultancy
  • Leasing
  • Marketing
93,900 sq m Approximate GFA Across the Covent Garden estate.
2006–2012 Years of service

Repositioning an operating retail estate

Capco’s goal was to reposition and relaunch Covent Garden as a premium international retail destination. The brief required a retail offer that supported this ambition across an operating estate, connecting the choice of retailers and dining operators with the layout and zoning of its streets.

Our work considered these decisions together. Market research informed the positioning strategy, which guided recommendations for the retail mix and street zoning. A marketing plan and monitoring of execution carried the remit beyond the initial recommendations into the estate’s repositioning programme.

www.coventgarden.london

Street zoning and the retail offer

The layout and zoning work addressed Covent Garden street by street. This gave the retail mix a spatial context, linking the proposed offer to where it would sit within the estate. Luxury fashion and food and beverage anchors formed part of the offer, alongside efforts to attract brands entering the UK market.

What our work covered

01 Market research and positioning We undertook market research and developed a positioning strategy for the estate. This work established the direction for the retail offer and informed the recommendations supporting Covent Garden’s planned relaunch as a premium international destination.
02 Layout and street zoning Our consultancy covered layout and zoning by street. The recommendations connected the physical arrangement of the estate with its retail positioning, giving the proposed mix a location within the wider destination.
03 Retail mix and brand attraction We advised on the retail mix and worked to attract new-to-UK brands. Our work linked proposed tenants to the estate’s wider positioning strategy. The leasing enhancement remit supported the intended premium offer, with luxury fashion and food and beverage anchors recorded among the project’s results.
04 Marketing and execution monitoring We developed a marketing plan and monitored the execution of marketing and tenant-mix recommendations. This maintained a connection between the positioning strategy and the work undertaken to put the revised offer into practice.

Reported project outcomes

Project reporting records that luxury fashion and food and beverage anchors were secured for Covent Garden. These additions supported the programme to reposition and relaunch the estate as a premium international retail destination.

Covent Garden, London, United Kingdom
Covent Garden, London, United Kingdom
Covent Garden, London, United Kingdom
Covent Garden, London, United Kingdom

Related services

Positioning & Repositioning Retail repositioning strategy for an existing destination’s offer and customer appeal. Leasing Strategy & Execution Retail leasing advice and execution to support the intended tenant mix.

Related projects

The Landmark, Hong Kong
Three on the Bund, Shanghai
Contact

Discuss your retail destination

Reviewing an existing retail estate? Tell us about the property, its location and the decisions ahead. We can discuss how positioning, tenant mix and leasing could support your plans.

Discuss your project
Telephone
+852 2659 9280
Office
3/F, 8 Queen’s Road East
Wanchai, Hong Kong

Tell us about your project

Share a few details about your enquiry.