According to a survey by Cushman & Wakefield tracking new entries for 11 years, 47 brands have entered the Czech market in 2024. This is the highest number of brands to enter the Czech market, compared to 40 in 2023.
The F&B segment is represented by the largest number of brands. In the Palladium shopping centre in Prague, the flagship stores of Lviv Croissants and The Box Donut opened, in the Máj shopping centre the fast food Amerikanos, and in the Quadrio shopping centre the Georgian fresh bar SKA. On Prague's premium shopping streets (high streets), Georgian fine dining Dergi in Revoluční and Ukrainian fine dining Nai in Kobrová, bubble tea Makamaka in Jungmannova, Matcha Crew in Rumunská, bar Nalyvky zi Lvova in Trojanova, the French olive oil store Oliviers&Co in Dlouhá, and Le Petit Beefbar of the famous steakhouse chain Beefbar on Wenceslas Square were introduced.
Jan Kotrbáček, Head of Retail Agency CEE at Cushman & Wakefield commented: "While previously the majority of brands entering the Czech market came from Western countries, we now see a clear trend where newly entering brands are largely from the East, especially from Ukraine, Poland, Slovakia, and Turkey. Brands that are very strong in their home markets often choose the Czech Republic as one of the first countries when expanding into Western Europe. The Czech Republic thus has a unique position in the European market, where Western brands choose it as a gateway for expansion to the East and brands from the East for expansion to the West."
A large part of the new brands on the market is occupied by the home and furniture segment. The market saw the entry of the Italian design appliance brand SMEG, decorations by Eyemazy, Spanish furniture Kave Home and Alexandra, Slovak vintage furniture Lavish, luxury German furniture Rolf Benz, and Austrian home textiles Vossen.
Although the fashion segment in the Czech Republic is already quite saturated, it still maintains its attractiveness. Bikkembergs and the outlet store 19V69 Italia are newcomers in Prague. The list of new brands outside the Capital includes: the outlet retailer of Spanish brands ChicDeal in Olomouc City, sports fashion S’portofino with a store in Westfield Chodov, the sports multi-brand JD Sports in Forum Liberec, and the clothing brand Extreme Hobby in Ostrava. New accessory brands complemented the fashion segment, such as the Slovak optics Eyerim, the jewellery brand Zen Diamond, and the watch store Tudor on Old Town Square in Prague.
The health and beauty segment also remains interesting and active. Among the most significant arrivals are Parfums Christian Dior, the American perfumery Le Labo, and Balmain Hair Couture followed by the Italian cosmetics brand Dr. Taffi, the Slovak clinic IEM Spa, Sister’s Aroma and Spa Ceylon.
The opening of the W Prague Hotel on Wenceslas Square, formerly known as the Grandhotel Evropa, contributed with two new brands known from abroad. The fine dining Le Petit Beefbar from Monaco, also known from other destinations such as Saint-Tropez, Nice, Porto Cervo, Mykonos, and Santorini, opened here. The W Prague hotel also introduced a branch of their wellness network AWAY Spa, offering cosmetic procedures, massages, and member wellness.
"In 2025, several significant brands that Czech customers know very well from abroad are planning to enter the Czech market. In the second half of this year, the expanded Černý Most Centre is planned to open, bringing new brands and new concepts of existing stores to the Czech market. In addition to these brands, with which we are in advanced negotiations, brands such as Bath & Body Works, Wendy’s, Woolworth, and Müller have already publicly announced their entry into the Czech market," Jan Kotrbáček concludes.
