Retail Cupid: matchmaking new occupants with empty shops

In a nutshell

As the UK’s high streets evolve, many towns have more vacant premises than they might like – but we know from our work and networks that global brands, national chains and local entrepreneurs are all still out there, searching for the perfect locations for their businesses.

Graham appeared in our life just in time. He helped move the negotiations a lot swifter by putting us in touch with the landlord of the property, and it was then that we secured the new premises.

Joanna Soulsby, Moon Jewellery, Durham

So, how do we help places increase occupancy at the same time as making sure businesses can secure the premises they need?

That’s what our Retail Cupid service is for – using our skills, experience and connections to match up empty shops with the businesses that wish to trade there, and helping to curate the kind of place that you want.

Our work is usually commissioned and paid for by local councils or other place managers – starting from as little as a day a month of our time – meaning that businesses can access our advice and support for free, without any referral fees or other costs.

To date, we have acted as Retail Cupid in locations such as Durham and Chester-le-Street, helping bring vacant premises back to life with long-term new arrivals that have included a jewellers, gift shop, wine bar, bookshop, gym and restaurants.

Together, these Retail Cupid lettings have enriched the local offer, delighted customers, and improved place perceptions. As a result, they have helped in turn to attract more new businesses, even without our involvement.

How it works

1. We build connections

Through promotion via social media, the local press, and other channels, we start to establish ourselves as an independent point of contact for the place.

Building on our existing networks across all parts of the UK, we nurture our relationships with – and act as a connector between – key stakeholders in the town, city or shopping centre, including the council, local property agents, commercial landlords, the BID (if there is one), and the wider community of businesses and other organisations.

The clients who commission our services value the thoughtful, timely and well-informed insights that we bring as part of the process. By helping them to better understand and navigate the current retail and commercial property landscape, we demonstrate to those local place leaders that they have a key role in creating an attractive and business-friendly environment.

2. We encourage businesses on their journey

For people who are perhaps looking to open their first business premises, making initial contact with a friendly third party can be less daunting than having to approach an agent or landlord directly.

As part of our Retail Cupid work, we also regularly hear from businesses that are already trading in a particular town but are thinking about relocating or expanding.

We will talk to the business face to face, offer honest but encouraging feedback on their plans, and share our thoughts on where might be a good location for them to trade.

Where additional funded business support is available locally, we will signpost the business to those opportunities too.

3. We matchmake – and make magic happen!

Drawing from all our local knowledge and connections, we introduce the business to friendly property agents and landlords who are marketing suitable premises.

In some cases, we can facilitate a useful conversation even before a suitable unit has come on to the market. In Durham, for instance, we introduced one business to a local property owner just days after the existing tenant had announced their departure, allowing a deal to be wrapped up almost immediately.

If nothing is available just now, we will keep an eye on the local market and let the business know when something else of potential interest becomes available.

Throughout the process of securing their new premises, we provide further mentoring to the business to help them navigate potential pitfalls and make the right decisions.

4. We celebrate the success

Once the business has signed its lease, we can use our profile, connections and channels to help promote the impending opening, while also, if required, sharing our expertise on topics such as kerb appeal, shopfit, brand and marketing.

Nothing works better at attracting new businesses and visitors to your place than building awareness of the success stories you already have.

Some places provide ongoing resource that means we can continue to work with these businesses in the months ahead, perhaps as part of a wider business support programme – similar to phase 1 of “Indie Durham City” – that lets established traders also benefit from our input.

5. We keep repeating the process

Because town and city centres are complex and always changing, the process of place management is never finished. However successful your place is, there will always be businesses that come and go, and new vacancies that need to be filled.

Our Retail Cupid activity works best where places retain our services for at least a year in the first instance.

As well as matching occupants with premises, we can also approach the issue from the opposite direction – working with agents and landlords to showcase vacant units via our channels, and inspiring future entrepreneurs about the opportunities that could be available to them in your town or city centre.

If there are particular businesses or uses missing from your place, we can often use our charm and influence to start a conversation. There is nothing to be lost from getting your town on the radar of the people who can make new investment happen.

High Street Rental Auctions

Powers to let local authorities in England introduce High Street Rental Auctions (HSRAs) have been in place since 2 December 2024.

As a recent House of Commons Library briefing explains, “the government’s aim is to empower local leaders and communities to take control over the look and feel of their area. The government wants to see local authorities work proactively with landlords to encourage vibrant and successful high streets. The new powers will allow local authorities to require landlords to rent out persistently vacant commercial properties to new tenants.”

Our Retail Cupid work can potentially play a role in supporting the prospective tenants that are seeking to secure premises via this process.

Equally, the collaborative, hands-on nature of our Retail Cupid approach makes it more likely that stakeholders in a place can agree on new occupants for vacant properties without the effort and expense involved in organising HSRAs.

Can we shoot our Cupid arrows in your town?

Our Retail Cupid work can be funded by a wide range of organisations involved in local place leadership, including town and parish councils, larger local authorities, business improvement districts (BIDs), or shopping centre managers.

Get in touch if you are interested in a conversation about how our work can help tackle vacancy and improve the offer in your town.