- In 2024, 47 new brands entered the Czech retail market, the highest number in history.
- Among the most well-known brands are Parfums Christian Dior, Le Labo, Le Petit Beefbar, JD Sports, SMEG, and Balmain Hair Couture.
- The Czech Republic is no longer just a gateway for Western brands but also for brands from the East expanding into Western Europe.
According to a survey by Cushman & Wakefield, which has been tracking new entries for 11 years, 47 brands entered the Czech market in 2024. This is the highest number of brands to enter the Czech market, compared to 40 brands in 2023.
The F&B segment is represented by the largest number of brands, as in previous years. In the Palladium shopping centre in Prague, the flagship stores of Lviv Croissants and The Box Donut opened, in the Máj shopping centre the fast food Amerikanos, and in the Quadrio shopping centre the Georgian fresh bar SKA. On Prague’s premium shopping streets (high streets), Georgian fine dining Dergi in Revoluční and Ukrainian fine dining Nai in Kobrová, bubble tea Makamaka in Jungmannova, Matcha Crew in Rumunská, bar Nalyvky zi Lvova in Trojanova, the French olive oil store Oliviers&Co in Dlouhá, and Le Petit Beefbar of the famous steakhouse chain Beefbar on Wenceslas Square were introduced.
Jan Kotrbáček, Head of Retail Agency CEE at Cushman & Wakefield: “While previously the majority of brands entering the Czech market came from Western countries, we now see a clear trend where newly entering brands are largely from the East, especially from Ukraine, Poland, Slovakia, and Turkey. Brands that are very strong in their home markets often choose the Czech Republic as one of the first countries when expanding into Western Europe. The Czech Republic thus has a unique position in the European market, where Western brands choose it as a gateway for expansion to the East and brands from the East for expansion to the West.”
A large part of the new brands on the market traditionally occupies the home and furniture segment. The market saw the entry of the well-known Italian design appliance brand SMEG, decorations by Eyemazy, Spanish furniture Kave Home and Alexandra, Slovak vintage furniture Lavish, luxury German furniture Rolf Benz, and Austrian home textiles Vossen.
Although the fashion segment in the Czech Republic is already quite saturated, it still maintains its attractiveness. This year, the premium brand Bikkembergs entered the Czech market with a store in Slovanský dům, the outlet store 19V69 Italia in Fashion Arena Prague Outlet, and the outlet retailer of Spanish brands ChicDeal in Olomouc City, sports fashion S’portofino with a store in Westfield Chodov, the sports multibrand JD Sports in Forum Liberec, and the clothing brand Extreme Hobby in Ostrava. Fashion was complemented by new accessory brands, such as the Slovak optics Eyerim, the jewelry brand Zen Diamond, and the watch store Tudor on Old Town Square in Prague.
The health and beauty segment remains interesting and active. Among the most significant arrivals are Parfums Christian Dior in the Westfield Chodov shopping centre, the American perfumery Le Labo in Vězeňská, and Balmain Hair Couture in Dlouhá. The Italian cosmetics brand Dr. Taffi also entered the Czech market, opening a store in the Westfield Chodov shopping centre, the Slovak clinic IEM Spa in Masaryčka, Sister’s Aroma in Westfield Chodov, and Spa Ceylon on Vinohradská Street.
The opening of the W Prague hotel on Wenceslas Square, formerly known as the Grandhotel Evropa, contributed two new brands known from abroad. Here, the fine dining Le Petit Beefbar from Monaco, also known from luxury destinations such as Saint-Tropez, Nice, Porto Cervo, Mykonos, and Santorini, opened. The W Prague hotel also introduced a branch of their renowned wellness network AWAY Spa, offering cosmetic procedures, massages, and member wellness.
Jan Kotrbáček, Head of Retail Agency CEE at Cushman & Wakefield: “In 2025, several really significant brands that Czech customers know very well from abroad are planning to enter the Czech market. In the second half of this year, the expanded Černý Most Centre is planned to open, bringing new brands and new concepts of existing stores to the Czech market. In addition to these brands, with which we are in advanced negotiations, brands such as Bath & Body Works, Wendy’s, Woolworth, and Müller have already publicly announced their entry into the Czech market.”
Chart 1: List of the retail brands that entered the Czech Republic in 2024
