Shops selling designer trainers and luxury chocolates have been helped to open just off Oxford Street, as part of a drive to rid the area of “poor-quality” outlets such as American candy stores.

CANVVS, a shoe brand favoured by Ed Sheeran, and Love Cocoa, founded by James Cadbury, descendant of famous chocolatier John Cadbury, were allocated prime locations for their shops.

Westminster City Council said it hoped the two shops would contribute to the diversification and rejuvenation of Oxford Street.

The move is part of the council’s Meanwhile On: Oxford Street project to help restore the shopping area to “its former glory”.

The two units, located close to Bond Street Tube station, were provided by Places for London, Transport for London’s wholly owned property company.

One is on Oxford Street and the other on South Molton Street.

Westminster City Council said its three-year campaign had received more than 800 applications from new businesses since it was announced last year.

Two other brands have been given units in Mayfair as part of the scheme: Kindred of Ireland, which sells luxury linen, and British knitwear label Hades.

Mr Barraclough said the council launched the initiative to tackle the number of vacant stores and “poor-quality offerings” in the area.

Each successful brand will be set up in a prime store location and offered significant relief on business rates, a budget for store design, operational and promotional support, and mentoring.

James Cadbury called their new premises a “dream location”.

“Our own retail space is a real milestone for us as a brand, allowing us to share our sustainably sourced chocolate with more people than ever before,” he said.

Alex Murray, founder of CANVVS, said he was “thrilled” to open the brand’s first store on Oxford Street.

“Being centre stage in such an iconic location will help us to uplift a huge range of new talent.”

Successful brands were chosen by a panel following an open call from the council in 2023, which resulted in a shortlist of 57.

The panel matched the brand with a unit based on location, size, concept, landlord preferences and neighbouring store adjacencies, the council said.

It added that other shortlisted brands were told that the first stores were being announced and the project aimed to secure as many more units as possible.

The programme is due to run until March 2026.