EuroShop 2026: Circular thinking and commercial confidence

With more than 80,000 visitors and thousands of exhibitors from across the globe, EuroShop remains one of the most influential gatherings in the retail calendar. It’s where suppliers, designers and brands take the temperature of the industry – and this year, the direction of travel felt clear.

Circularity is no longer a side conversation, it’s front-and-centre. Across the halls, there was a heavy focus on sustainable and circular solutions. Wall finishes made from recycled materials, terrazzo floors incorporating reclaimed aggregates, lighting systems designed for disassembly – each with a focus on lifecycle as much as aesthetics.

But beyond materials and products, some of the most compelling insights came from the conference sessions.

40 years of retail – and the power of confidence

A standout session from David Dalzielel reflected on four decades in retail, and the importance of commercial boldness. An interesting example from high-street giant, Primark – moving pricing from £3.99 to £4 – highlighted how, across billions of units, that single penny translates into millions annually.

Of course, making that shift requires confidence in your brand, and it was a theme which carried through the session, highlighting trust in the brand, ensuring long-term leadership involvement, and a state of evolution rather than constant reinvention.

The River Island story was particularly interesting. A business shaped over decades, with leadership deeply invested in how it looks and feels. Founded in 1948 by Bernard Lewis from a market stall in Notting Hill, the business grew through reinvention rather than reaction: from Lewis Separates to Chelsea Girl in the 1960s, pivoting boldly into the mini dress trend, and later rebranding as River Island in 1988 as the offer expanded into menswear. Each shift reflected cultural change, but always with clear leadership investment and belief in the brand’s future.

Bernard Lewis, who passed away in February aged 100, was reportedly still working five days a week at the company’s HQ at 96 – a remarkable symbol of long-term commitment and proof that success isn’t always about chasing what’s new, sometimes it’s about refining what already works.

More than a store. More than a website.

Another point that resonated was the distinction between physical and digital retail and the notion that ‘stores recruit and websites fulfil’. It’s a shift that demands clarity of purpose and leadership buy-in – but as we know, shoppers expect something new, they want brands to challenge assumptions and think beyond the standard store format.

We’ve talked about this concept before – in a whitepaper with Lara Marrero, strategy director, retail leader and practice area community leader for Gensler Europe – about how the physical space acts to build affinity, create memory and expresses identity, while the website delivers efficiency and greater choice.

Retail is operating in a more conscious and competitive environment than ever before. The brands that will thrive won’t simply be those with the more bricks and mortar stores, but those with the clearest identity and the conviction to act on it.

From material innovation to pricing strategy, EuroShop 2026 was a reminder that design and business strategy are inseparable – and that confidence remains one of retail’s most powerful tools.