Bucharest is emerging as a key luxury retail destination in CEE, supported by rising purchasing power, growing tourism (over one million foreign tourists spent at least one night in the capital in 2025), and consolidation of prime high street locations, according to Cushman & Wakefield Echinox.
At European level, luxury retail sales increased by approximately 0.5% in 2025, amid more cautious consumer demand. Despite this moderation, luxury retailers continued investing in physical stores across Europe, with 96 new stores opened along 20 of the most important luxury shopping streets in 16 European cities.
Bucharest remains the main gateway for international brands entering the Romanian market. The capital accounts for approximately 25% of total national retail spending, supported by a population of around 1.7 million residents in the city and over 2.3 million in the metropolitan area, plus net salaries more than 30% above the national average. Over the past six years, luxury brands have reported consistent sales growth, with the market reaching annual revenues of €150 million.
Calea Victoriei has established itself as Romania's prime luxury high street, hosting prestigious international brands including Valentino, Dior, Saint Laurent, Gucci, Dolce & Gabbana, Celine and Loewe within TOFF Galleries (Știrbei Palace), plus Louis Vuitton at InterContinental Athénée Palace. Prime rents for luxury retail spaces on Calea Victoriei can exceed €100 per sqm per month for units of 100-200 sqm in the best locations.
"In a European context marked by more moderate growth in luxury retail sales, Bucharest is beginning to stand out as an emerging market, supported by solid demand from high-income consumers and increasing interest from international brands for premium locations," said Raluca Zlate, Senior Consultant Retail Agency at Cushman & Wakefield Echinox. The limited supply of ultra-prime retail space creates conditions for continued rental pressure, aligning Romania's capital with trends observed on Europe's leading luxury streets.
