U.S. Retailers Make a Bold Move in Europe: Brands Account for 25% of New Store Openings

U.S. brands are stepping up their offensive on the European continent. According to a study by the real estate consultancy Savills, U.S. retailers, including fashion and restaurant concepts, are already the main international source of new openings in Europe this year, accounting for 25% of the total. The figure represents an increase of 14% compared to 2024 and consolidates an underlying trend, so that Europe is no longer a complementary destination but a strategic priority.

The report attributes this expansion to a combination of macroeconomic and geopolitical factors. These include the cooling of consumption in the US domestic market and the search for more resilient environments, as well as the new trade conditions resulting from the agreement between the European Union and the United States.

Savills also stresses that the new policy, with tariffs of 15% on imports of European products compared to the 30% initially proposed by Donald Trump, has strengthened the confidence of US companies. In the United Kingdom, the tax on imports into the United States stands at 10%, a higher level than in previous years, but stable.

Larry Brennan, head of European retail at Savills, noted that a decisive shift in global retail strategy is underway. “For many U.S. brands, Europe is no longer just a growth market, but a strategic priority,“ he said.

The European market has gone from opportunity to strategic priority for U.S. companies

The executive explained that favorable business conditions, robust demand in key cities and interest in offering differentiated shopping experiences have driven the move. “Companies are now looking for urban environments where physical retail remains relevant and profitable,“ he added.

Marie Hickey, director of commercial research at Savills, agreed that this trend will continue in the coming years. “The scale of recent investment in this segment indicates that American expansion into Europe is just beginning,“ she said.

The report notes that both the U.S. and Canada are gaining weight in the European retail landscape. In 2025, Canadian retailers accounted for 4% of new international openings in the region, driven by lifestyle and performance brands such as Lululemon and Arc’teryx, which have landed in Milan attracted by the pairing of fashion and affluence.

Over the past two years, American brands such as Alo Yoga, Lululemon and On Running have taken over London’s Regent Street, where they have opened stores and flagships. The British capital, along with Milan, Paris and Madrid, is consolidating its position as the epicenter of the new wave of international openings.

European brands account for 56% of the openings

Savills stresses that European brands, mainly French, Italian and Spanish, continue to dominate the scene, with 56% of new international brand openings, a figure that reflects the strength of the fashion sector in the region.

In contrast to the American momentum, Chinese brands are recalibrating their strategy in Europe. In 2025, companies from China accounted for 6% of new international entries, slightly down from 7% in 2024. Traditionally concentrated in London and Paris, companies from the Asian country, such as Pop Mart or Miniso are diversifying their presence to cities such as Berlin, Amsterdam and Zurich, in search of new consumers and less dependence on the domestic market.