Curating the High Street: Encouraging the Right Mix of Businesses

Jo Blackburn

Oct 21

2 min read

A successful high street isn’t simply one with fewer empty shops. It’s one with the right mix of businesses, services and experiences.

That mix will be different in every place. So alongside asking:

“How can we fill this vacant unit?”

perhaps we should also be asking:

“What does this high street need more of?”

Thinking beyond the vacancy

No single organisation controls the mix of businesses on a high street. Landlords, rents, planning, commercial demand and individual business decisions all play their part.

But councils, BIDs, landlords, managing agents and regeneration teams can still think strategically about the businesses they would like to encourage.

Are residents travelling elsewhere for something that could be provided locally? Would more independent retail, food, leisure or family-focused businesses strengthen the offer? Could health, wellbeing, creative or community uses bring something different?

And importantly, what type of business would complement the successful businesses already there?

It’s not about dictating who occupies a unit. It’s about identifying gaps and creating the right conditions to attract businesses that could make the high street stronger.

Using vacant shops to encourage new uses

This is where vacant units themselves can play a part.

Rather than simply covering an empty window, ShopJacket can create photorealistic 3D concepts showing the types of businesses a town would like to encourage.

A unit might be presented as an independent bakery, café, boutique, florist, wellbeing business or creative studio, depending on the needs of that particular high street and the suitability of the property.

The concept can sit alongside the letting agent’s details, business incentives or local support, so the message remains very clear:

This unit is available and this could be an opportunity for your business.

This type of message encourages enquiries on the unit.

Creating a coordinated approach

This becomes even more effective when several vacant properties are considered together.

Rather than treating each empty shop in isolation, a BID, council, shopping centre or property owner can use a group of units to actively encourage a broader mix of businesses.

One might target independent food retail, another leisure or wellbeing, another a family-focused business.

Collectively, the units begin to communicate the types of businesses the area wants to attract, while continuing to support the letting process.