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Five new brands are in the luxury segment – the highest number in history
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Among the most well-known brands are Arket, Bath & Body Works, Five Guys, Chanel Fragrance and Beauty, Kiko Milano, and Miramira
A total of 40 foreign brands entered the Czech market in 2025, according to a regular survey by Cushman & Wakefield. The number of entries has remained stable in recent years, around 40 brands annually. The exception was the record year 2024 with 47 brands. In 2025, five new brands from the luxury segment were added, representing the highest number ever. Most new brands last year came from Germany (8), with significant representation from Italy and the USA (6 each).
As in the previous year, the F&B segment again had the largest share of new entrants. The most significant entry was the long-anticipated fast-food chain Five Guys, which opened its first Czech outlet in the Máj department store. Within the first week of opening, it ranked among the ten most successful Five Guys locations worldwide. The Máj department store also welcomed the first Czech location of dean&david, focused on healthy food, as well as the Mediterranean restaurant Koykan. The Czech market was further enriched by Mediterranean cuisine through the fine-dining restaurant Seven North, which opened as part of the SiR Prague hotel. In addition, the Piano Bar with live music entered the market, opening a venue in the Savarin Palace on Na Příkopě Street in Prague; the concept is well known from Warsaw, Poland. Other new entrants included Ciao Spritz aperitifs from Italy, Chernomorka from Ukraine, In Town from Hungary, and German cinnamon rolls brand Cinnamood. Interesting additions were also Sushi Circle and Yuzu. Although these are two entirely different brands, both originate from Germany and sell Japanese delicacies within Kaufland hypermarkets. Similarly, the French brand Mai Sushi entered the Czech Republic via Kaufland. Wundermart opened the first location of its minimarket concept at the Hilton Prague hotel.
Jan Kotrbáček, International Partner, Head of Retail Agency CEE, Cushman & Wakefield: “2025 confirmed that the Czech market remains attractive to new brands and resilient to economic fluctuations. We are seeing an increasingly strong shift towards the F&B segment, which responds best to changing consumer habits. People today more than ever seek an experiential approach to shopping – a combination of gastronomy, entertainment and a premium environment. This trend is motivating shopping centre owners and developers to expand their offerings with new restaurant and café concepts.”
The luxury segment recorded a record number of new brand entries into the Czech market this year. This was largely driven by the opening of the Fairmont Golden Prague hotel on Pařížská Street. Italian jewellery brands Pasquale Bruni and Damiani, as well as Latvian jeweller Grenardi, opened within the hotel premises and its immediate surroundings. The niche perfume brand Nicolaï opened on Široká Street, while Chanel Fragrance and Beauty opened on Na Příkopě Street – the brand’s first Czech store focused on fragrances, beauty and accessories.
Jan Kotrbáček, International Partner, Head of Retail Agency CEE, Cushman & Wakefield: “Prague is becoming a firm point on the map of European luxury retail. Brands that previously considered entering the region with caution now view it as a sophisticated market with an international clientele. The Czech market is thus becoming a natural bridge between Western European capitals and the dynamic markets of Central and Eastern Europe.”
Within the health and beauty segment, five brands entered the Czech market this year. These included Italian brand Kiko Milano, American Bath & Body Works and Slovak-origin cosmetics brand Ksisters, all with stores in the Westfield Chodov shopping centre in Prague, as well as the already mentioned fragrance brands Nicolaï and Chanel Fragrance and Beauty.
Clothing, accessories and footwear – three of the most frequently expanding brand categories – recorded a total of 14 new entries. These included Swedish brand Arket, part of the H&M Group, with a store on Na Příkopě Street in Prague; Italian Blukids; eyewear retailers Kodano and EssilorLuxottica; accessories brands Peak Design and New Era; winter fashion brand RefrigiWear in the Palladium shopping centre; and the premium clothing line s.Oliver Black Label from Germany. New accessories brands also included Spanish jewellery brand Miramira with a store on Národní třída, as well as the three luxury jewellery houses Grenardi, Damiani and Pasquale Bruni within the Fairmont hotel project. In footwear, the Slovak barefoot brand Be Lenka opened a store in the Arkády Pankrác shopping centre in Prague. These categories go hand in hand with sports fashion, which recorded one new market entry last year – the multibrand Worldbox from the CCC Group.
Only one brand entered the leisure segment: the American franchise Another World, which introduced a unique VR arena concept in Prague’s Holešovice district. The list of new brands was further expanded by a showroom of Chinese car manufacturer BYD at Forum Nová Karolina in Ostrava, German bicycle brand Canyon Bikes, premium Italian furniture brand Novamobili, and Estonian sleep studio Kamjo. Fans of affordable shopping welcomed the entry of German discount retailer Woolworth, which has already opened 19 stores since the beginning of the year, focusing on home accessories, clothing and groceries. In the electronics segment, British brand Armory London, specialising in hair styling tools, opened in Prague’s Palladium. In the toys segment, German brand Small Foot entered the Czech market at the Freeport Hatě outlet centre.
Table 1: Retail brands that entered the Czech Republic in 2025
Source: Cushman & Wakefield
Jan Kotrbáček, International Partner, Head of Retail Agency CEE, Cushman & Wakefield: “Retail in the Czech Republic, following the example of Western Europe, is transforming from a place of purchase into a space for experiences, community and emotional connection with brands. This development offers enormous potential not only for international players, but also for local concepts that can offer distinctiveness and authenticity. It is precisely this combination where we see the future of the Czech market.”
