Oxford Street was once known as ‘the jewel in London’s shopping crown’ but in recent years it has been blighted by an influx of gaudy US candy shops, vape vendors and empty store fronts.  

But a series of new businesses, including a footwear brand worn by the England squad, could signal a change and return the world renowned road to its former glory. 

Rising crime, the Covid-19 pandemic and online shopping have been blamed for the street’s shocking demise over the last decade, with business chiefs branding it a ‘national embarrassment’. 

Flagship stores on the street such as Topshop, which closed in early 2021, and The House of Fraser, which closed in January 2022, left a gap in the market for the low-rent stores to move in.  

But the curse of Oxford Street may be lifted this year, with three brand new stores set to open up sparking hopes that enterprises deemed more suitable for the shopping district will return. 

A map of new shops coming to Oxford Street to reclaim it from low quality stores

People walk past an American candy store near Piccadilly Circus

The House of Fraser store on Oxford Street (pictured) also shut shop in January 2022

Business bosses even branded it a ‘national embarrassment’ and called for a ‘higher standard’ of shops in the area. Pictured is Oxford Street

Since the pandemic, the number of ostentatious sweet shops has kept fluctuating on the street. 

The council has been playing whack-a-mole as new stores continually open up in different locations while others close.

The gaudy shops moved in after established retailers such as Debenhams, House of Fraser and Topshop shut.

They stick out like a sore thumb with bright signs and flashing lights, with some even blaring out music like an arcade.

Brian Duffy, the chief executive of Watches of Switzerland, previously said there was ‘no question that more needs to be done’ to revive the West End shopping destination.

Mr Duffy said: ‘Oxford Street is a problem. I would almost describe it as a bit of a national embarrassment.’

Watches of Switzerland owns a showroom on Oxford Street across the road from department store Selfridges.

Topshop’s flagship store on Oxford Street shut down in 2021 

The flagship HMV store on Oxford Street shut its doors in 2018 after filing for administration 

The gaudy shops moved in after established retailers such as Debenhams and Topshop shut

Since the pandemic, the number of ostentatious sweet shops has kept fluctuating on the street.. Pictured is The American Candy store on Oxford Street, London

Pop up shops and American candy stores on Oxford Street in Central London

The House of Candy shop on the former site of HMV store in Oxford Street

Mr Duffy said action should be taken to bring a ‘higher standard’ of businesses to the area. 

Marks & Spencer boss Stuart Machin also said London was losing its competitive edge to rival cities.

Mr Machin blamed a government move to axe VAT-free shopping and a ‘proliferation of tacky candy stores’.

He said: ‘The high street which is meant to be the jewel in London’s crown today is a national embarrassment, with a proliferation of tacky candy stores, antisocial behaviour and footfall remaining in the doldrums, 11 per cent down on pre-pandemic levels.’

He added: ‘It pains me to see our great city like this. For too long now it has been on life support.’

But in February it was reported that the proportion of vacant shops on the Oxford Street is down by 40 per cent and almost a fifth of the lurid candy and souvenir stores have closed.

The revival may be boosted in part by the full reopening of the Tottenham Court Road station and the launch of the Elizabeth line. 

And some big names are set to move into the area soon – Ikea will open up at the former Topshop site while HMV reopened its old flagship store on Oxford Street after a four-year absence.

Oxford Street is known for high-quality, luxury brands. Pictured: Ted Baker on Oxford Street

An Oxford Street scheme which helps new businesses develop and help the regeneration of Oxford Street, London includes the shop Kindred

Another new arrival to the area will be sustainable luxury chocolate brand Love Cocoa, set up by a descendant of the original Cadbury founder

Doug Putman, owner of HMV and Fopp, said: ‘Our new hmv shop concept and fan-focused offer is really working for us, with hmv once again becoming a mainstay on the UK high street. 

‘The return to Oxford Street and re-opening of our flagship is a culmination of the team’s hard work over the past four years and as a business we see it as the launchpad for an exciting new era for hmv.

‘We want our new Oxford Street shop to become a home for like-minded pop-culture fans and music lovers to come together under one roof, as it memorably has been in the past for so many people. 

‘We can’t wait to open our doors on the 24th with a host of exciting entertainment planned for our customers.’

A custom sneaker brand designed for the England squad will be opening on the street soon, as part of a landmark project to rejuvenate the iconic shopping area.

CANVVS have been worn by the Lionesses following their inspiring Euro 2022 win, and the England squad. 

Gareth Southgate, Harry Kane and Phil Foden also wore CANVVS customs during the 2022 World Cup.

Another new arrival to the area will be sustainable luxury chocolate brand Love Cocoa, set up by a descendant of the original Cadbury founder.

A custom sneaker brand designed for the England squad will be opening on the street soon, as part of a landmark project to rejuvenate the iconic shopping area

Ed Sheeran, Gareth Southgate, Harry Kane and Phil Foden also wore CANVVS customs

James Cadbury, the world-famous chocolatier’s great-great-great-grandson, built his business from scratch – independent of his family – to make modern, luxury chocolate in an ethical and sustainable way.

Luxury linen brand Kindred of Ireland has opened on nearby South Molton Street, whilst British knitwear label Hades is coming soon.

The four new shops are set to transform the under-fire shopping destination as part of the Meanwhile On project from Westminster City Council.

The scheme was set up to provide shops for brands at reduced rent using both vacant spaces and those formerly occupied by low quality businesses and candy stores.

Also gracing the shopping area is jewellers Pandora – which just opened the third store along Oxford Street.

While mostly beloved by teenagers for it’s chunky customisation charm bracelets, the shop is also known for it’s lab-grown diamonds and engraving services.

The National Basketball Association also announced that their flagship store in London has relocated from its original location at Foubert’s Place in Soho to the iconic Oxford Street.

The three-floor, nearly 9,000 square foot space features a range of officially licensed NBA merchandise for both children and adults.

The 2,916 square foot space of Kurt Geiger sells footwear and gifting for men and women

The store features several interactive elements, including LED screens showing NBA highlights, interviews, analysis and social media content as well as measure-ups and handprints of notable NBA players and legends.

Another new flagship store to open in the area is that of accessories retailer Kurt Geiger.

The 2,916 square foot space sells footwear and gifting for men and women.

Chief executive Neil Clifford said: ‘This new store design is one of the key ways in which we are communicating our brand story and it is not by chance that we are showcasing this first in London, our home and the city that inspires us. 

‘We are thrilled to open on Oxford Street, one of the most iconic shopping areas in the city.’

Pandora logo is seen at one of their stores on Oxford Street in London

Also gracing the shopping area is Pandora – which just opened the third store on the street

The rejuvenation of the landmark shopping destination comes after horrified parents told MailOnline American candy stores invading Britain’s high streets are getting schoolchildren ‘hooked’ on sweets.

Worried families accused some of the stores of luring children in with exotic confectionery and bright signs while also stocking vapes.  

Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development said: ‘We set up our Meanwhile On initiative in a bid to tackle the number of vacant stores and poor-quality offerings. 

‘With a huge number of excellent businesses applying, I’m delighted that these first brands are kicking off the project – showcasing innovation, quality, creativity and sustainability.’

‘By supporting these new small businesses with reduced rent and business rates and promotional and operational support – in the heart of London’s West End – we hope this provides them with a platform for growth and contributes to the diversification and rejuvenation of our high streets, especially Oxford Street.’