Trainer brand Canvvs, worn by Ed Sheeran and Gareth Southgate’s England squad, will opening at 373 Oxford Street this autumn.

Luxury linen brand Kindred of Ireland has secured a store at 31 Brook Street, opening between now and 25 August, before British knitwear label Hades takes over the space in September.

B Corp-certified chocolate brand Love Cocoa, set up by James Cadbury, the great-great-great grandson of the Cadbury’s founder, will open at 36 South Molton street this autumn.

The move is part of Westminster City Council’s Meanwhile On: Oxford Street project, which launched in July 2023 to provide prime location shops for new brands at reduced rent. The scheme received over 800 applications from innovative businesses, the council said.

The pop-up stores, owned by landlords Places for London and Royal London Asset Management Property, feature vacant space in the area formerly occupied by candy and souvenir shops.

Geoff Barraclough, cabinet member for planning and economic development at Westminster City Council, said: “We set up our Meanwhile On initiative in a bid to tackle the number of vacant stores and poor-quality offerings.

“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.”