Retail at Rewired: a strategy for new store openings
At Rewired, we combine creativity with commercial know-how to build retail PR campaigns that deliver tangible results for our clients. From national high-street staples to regional retail destinations, we have helped some of UK’s most well-known names connect with their customers in an increasingly competitive market.
As the retail landscape continues to evolve, announcing a new store opening is a key chapter in any retail story, with the chance to bring a brand’s ethos and offering to life through bricks and mortar. Here’s how we use strategic PR and creative storytelling to ensure a retailer’s latest launch is one to remember.
Retail in numbers
The retail sector has seen significant change in recent years – with the rapid growth of online shopping and AI search tools, alongside wider shifts in consumer behaviour, impacting the way that retailers engage with their customers.
However, as the retail sector continues to grow - with an economic output of £114.7billion in 2024, representing a 1.4% increase on 2023 - store openings are one of the most visible indicators of retail’s continued resilience. CBRE notes that vacancy rates declined in 2025, with retail parks showing the lowest vacancy rates at 6.1% and major central London streets at around 5% or below.
Meanwhile, new research from Retail Week shows that physical stores will command the largest share of sales in 2026 (49%), settling to 43% by 2028. It’s clear that confidence is returning to the sector, with 85% of the retail leaders surveyed expecting their total sales to grow in 2026, with nearly a quarter (24%) forecasting much higher sales – up from 13% in 2025.
New store strategy
Rewired is well-skilled in supporting new store openings, with a deep understanding of how this important retail milestone fits within a client’s wider communications strategy – providing a unique opportunity to reach new audiences, embed the brand experience, and strengthen customer acquisition and loyalty.
Here are some recent client highlights:
Expansion of Britain’s top toy shop
For The Entertainer, we devised a 12-month communications strategy to support the retailer’s expansion plans as it announced a series of major store openings, relocations and refurbishments across the UK.
Leveraging our strong media relationships across national, regional and trade titles, we managed a proactive and ‘always on’ press office to secure high-quality coverage for The Entertainer’s new store rollout.
From its first ‘Toys for Less’ proposition in Hatfield – marking its biggest new store opening in over a decade – to its first ‘Generation 5’ store in Bluewater, as well as new outposts in Edinburgh, Portsmouth, and London’s O2, our targeted press activity helped to create real buzz and momentum around the brand’s expanding presence, while maintaining a strong focus on driving footfall and sales.
Headline-grabbing campaigns for a British icon
Appointed as Heal’s national PR agency in 2017, we’ve played a key role in supporting its continued brand journey, including the official re-opening of its extended and renovated flagship store on London’s Tottenham Court Road.
Our awareness-raising PR campaign utilised consumer research from 1960 and 2023 to explore the changes in people’s attitudes to their homes and purchasing decisions. With Prof. David Olusoga OBE as our spokesperson, the creative campaign secured high-quality coverage across broadcast, national, lifestyle, interiors, and trade publications.
More recently, we showcased Heal’s newest store opening in Bath – in the city’s renowned ‘furniture district’ – by hosting an exclusive press event aboard the Belmond British Pullman, blending 1920s glamour with immersive brand storytelling. The whistle-stop tour from London to Bath included an in-store Q&A and sneak peek at the brand’s SS26 collection, helping to showcase Heal’s latest design outpost to key industry tastemakers.
Media buzz for the East Midlands’ leading shopping destination
With an exciting roster of new store openings, it’s been a milestone year for Derbion, destination to over 200 well-known brands and retailers.
Recently, we supported the arrival of Social Sports Society, as it opened one of the UK’s largest indoor padel courts at Derbion – marking its first venue outside of London. To officially launch the new 54,773 sq ft padel court, we managed a tailored media day at the centre to provide target press titles with photo, filming, and interview opportunities. The resulting coverage – including BBC broadcast and online, and an in-depth feature in the Derby Telegraph – played a vital role in driving regional awareness and visitor footfall.
We continue to support Derbion with major store openings in-centre, including Fat Face, Seasalt, Black Sheep Coffee, and OFFICE, as well as the recently-announced arrival of Primark in 2027 – which is set to be a landmark launch for Derbion, as the leading fashion retailer opened its first ever UK store in Derby.
Retail PR specialists
Offering wide-ranging PR services and comprehensive support, our team’s genuine passion and in-depth sector knowledge enables us to create retail campaigns that go the extra mile. We tell stories that resonate with both shoppers and stakeholders – cutting through the industry noise to get your message heard.
Ready to get people talking with your retail PR strategy? Get in touch with Rewired.