The UK is fast emerging as a springboard for U.S. retailers looking to establish a European presence. This year, American retailers account for 25% of all new store openings across major European cities – up from 14% in 2024. The mix of cultural affinity, mature consumer behaviour, and a world-class logistics network makes Britain the ideal first step for U.S. brands before they dive into wider continental expansion, explains Andrew Scanlon, Head of Sales and Marketing at Staci.

The growing wave of US brands landing in the UK

We are seeing a clear trend of U.S. brands establishing operations in the UK. While Beauty has been a frontrunner, a wide range of sectors — from Fitness to Toys and Car Care — are expanding into the market.

Just walking down the UK high street, shoppers will notice an array of American brands. Bath & Body Works, Abercrombie & Fitch, and Anthropologie are among the U.S. retailers expanding their footprint across the country. From flagship stores in London to regional hubs in key urban centres, these brands are building a strong presence supported by experienced logistics and fulfilment partners who understand the challenges of cross-border growth.

This trend is fuelled by several factors: attractive retail property availability in major cities, favourable exchange rates that make investment and leasing more appealing, a consumer base already engaged with American lifestyle brands, and a clear appetite among UK shoppers for new retail experiences and U.S.-inspired trends.

Why the UK works for US retailers’ expansion plans

On top of the promising economic factors linking the U.S. and UK, there are many more varied reasons why the UK is a natural choice for American retailers.

Size and opportunity

British consumers are among the world’s most enthusiastic online shoppers, with UK ecommerce spending reaching nearly £2,000 per capita annually – second only to the USA. So, with many brands opting to sell online before opening brick and mortar stores, the UK is an ideal test market for international expansion.

Cultural compatability

Shared language, similar shopping habits, and a strong UK affinity for American culture create a natural connection between the two markets. British consumers have a taste for U.S. brands, particularly in fashion, beauty, electronics, and wellness – categories that value quality and exclusivity.

Social media visibility and the influence of U.S. popular culture drive demand even before physical stores open, creating a built-in audience for many entrants.

A smart entry into the European market

While the UK is no longer part of the European Union, its geographic proximity, shared time zones, and logistics sophistication make it a valuable entry point. British logistics providers have developed deep expertise in managing customs, tax, and regulatory variations across European markets. In fact, the UK’s position outside the EU can actually provide flexibility for brands wanting to manage different European markets under one operational hub – allowing them to establish a strong foundation in a familiar market before navigating the varied regulatory requirements across the continent.

This combination allows U.S. retailers to test, adapt, and scale their models from a UK base before entering mainland Europe.

How the UK’s logistics infrastructure enables rapid scaling

The UK offers a highly sophisticated logistics network, thanks to its robust infrastructure, including major ports like Felixstowe and Southampton, key airports such as Heathrow and East Midlands, and extensive rail links. The network is characterised by its high-tech parcel hubs, regional specialisations, and comprehensive road and rail corridors that connect ports, airports, and industrial centres across the country. This infrastructure supports fast nationwide delivery and smooth access to European markets, providing an ideal foundation for international retailers looking to grow quickly and efficiently.

The UK is also home to a network of regional fulfilment centres which allow high coverage density, enabling next-day delivery for many places across the country and efficient transport into continental Europe. Logistics partners such as Staci, operating nine regional hubs, allow brands to manage UK operations from a single point while scaling seamlessly into neighbouring markets like France and Germany.

Retailers that adapt their offer – through tailored product ranges, packaging, or store formats – and launch online first often gain traction faster by using local fulfilment networks to test demand before investing in physical stores.

What comes next for cross-border retail expansion

The UK’s role as a European launchpad is evolving from a single-market gateway into a fully integrated regional hub. Its mix of cultural familiarity, digital maturity, and advanced logistics capability gives American retailers a solid foundation for testing, adapting, and scaling across multiple European markets.

For U.S. retailers, the UK continues to offer a proven path into Europe. With the right logistics partner, brands can scale confidently across borders and build lasting customer relationships throughout the continent.