The Rise of the Concession Model: What UK consumers expect from modern retail
From Next’s acquisition strategy to the growing concession model trend, the UK retail landscape is being reshaped. The high street is undergoing a structural shift as large retailers acquire struggling brands and expand concession models, redefining how consumers experience retail.
But this is not simply a change in format. It signals a broader rebalancing in what consumers expect from retail. Shoppers are open to greater convenience and consolidation, but not at the expense of brand identity, discovery or experience.
For brands and retailers, this creates a new challenge. Growth may come from scale and efficiency, but long-term value will still depend on how well these fundamentals are protected and delivered.
Cautious acceptance, not unconditional enthusiasm
When we asked UK consumers how they feel when a large retailer such as Next acquires a struggling high-street brand, the response is broadly positive. 40% believe that while some brand uniqueness may be lost, the core brand will remain. A further 23% are optimistic that the brand’s unique products and identity will be protected.
There is, however, some concern that brand identity will be diluted. An equal 23% take a more sceptical view, fearing that a brand’s distinctiveness is likely to be lost once it becomes part of a concession. Older consumers (55–64-year-olds) are the most cynical, with 36% believing brands will lose their identity. These consumers likely hold the deepest emotional connection to heritage brands. If they perceive that identity has been compromised post-acquisition, there is a risk they could disengage. For consumers, this is not just about access or convenience; it’s about whether the brands they trust still feel the same.
Overall, this points to a consumer base willing to give acquisitions the benefit of the doubt, but with clear expectations that brand identity will be actively preserved. This highlights a critical tension for acquirers. Scale can rescue brands commercially, but if identity is diluted, it risks undermining the very value consumers associate with them.
The multi-brand model works, but execution matters
Overall, the concession model has the backing of consumers. Eight in ten (80%) see some benefit in being able to shop multiple brands through one retailer.
When asked about the benefits of shopping multiple brands in one place, responses were somewhat positive:
38% agree it has clear benefits for shoppers
42% say it offers some benefit, but with limited impact
Only 12% prefer brands to operate independently
Younger consumers aged 25–34 (44%) and those aged 35–44 (41%) are the most enthusiastic, saying the model clearly benefits shoppers. For retailers, this reinforces the appeal of the model. Bringing multiple brands together meets a clear consumer need, but it also raises the stakes on how those brands are presented, protected and differentiated.
Consumers value convenience
The appeal of the concession model is clearly driven by convenience. Nearly six in ten (58%) value having a wider choice under one roof, and a similar proportion (56%) appreciate the ease this brings to their shopping experience.
The model also moves beyond convenience, where discovery becomes a differentiator, not just a by-product of assortment. When we asked consumers about the benefits of the multi-brand retail model, the drivers reflect a time-poor market:
39% ability to discover new or lesser-known brands
34% more competitive pricing or promotions
29% better delivery and returns experience
22% increased trust in fulfilment and customer service
The model also creates opportunities for discovery. Nearly four in ten (39%) value the ability to discover new or lesser-known brands. For multi-brand retailers, this highlights the importance of curating a concession mix that balances heritage names with emerging labels. For smaller brands, concession partnerships are not just about distribution; they are also a powerful route to discovery.
Competitive pricing, delivery and returns, and trust rank lower among perceived benefits. These are hygiene factors that consumers expect retailers to get right. The primary appeal of concessions lies in the ability to browse, compare and discover, rather than purely transactional benefits.
Physical retail is far from over for heritage brands
Perhaps the most commercially significant finding is where consumers want to shop for heritage brands. The concession model comes out on top, with 40% preferring to shop within a larger retailer, nearly double those who prefer standalone stores (23%). Consumers still want to see, touch and experience established brands in a physical setting.
Only 11% prefer an online-only shopping experience. This reinforces the continued importance of physical retail in 2026. While the format of the high street is evolving, the role it plays for heritage brands remains unchanged. It is not just a place to transact, but a space where brand identity is expressed and reinforced.
Shoppers aged 25–34 are the strongest advocates for the concession model, with nearly half (49%) preferring it. Older consumers aged 45+ are more divided (29% to 38%), with many expressing no preference, suggesting they are flexible rather than resistant to the idea.
For retailers and brands, this signals a shift in how physical space should be used. Concessions are not simply a distribution strategy, but a way to deliver curated, engaging brand experiences within a broader retail environment. Getting this balance right will be key to maintaining both convenience and brand distinctiveness.
How brands and retailers can win in a changing landscape
As we move through 2026, consumers are pragmatic and open to change on the high street, but not indifferent. To convert goodwill into loyalty, brands and retailers should consider the following:
Brand identity must be actively protected
With 23% fearing dilution, rising to 36% among 55–64-year-olds, acquirers must demonstrate that heritage, product distinctiveness and brand storytelling are actively preserved.
Discovery is where the model creates value
With 38% of consumers valuing the ability to discover new or lesser-known brands, the concession model represents a significant growth opportunity for smaller labels. Host retailers should curate their brand mix to surprise and engage customers, not simply fill space.
Physical retail still anchors the experience
With only 11% preferring online-only shopping for established brands, physical presence continues to play a central role. Digital should complement, not replace, the in-store experience.
The multi-brand concession model has strong consumer support, driven primarily by convenience. But as retail consolidates, consumers are setting clearer expectations around identity, discovery and experience.
Retailers that fail to protect brand distinctiveness risk eroding the very equity they are acquiring. Those that invest in curation, physical experience and discovery are better positioned to turn consolidation into meaningful growth.
As retail models evolve, understanding how consumers balance convenience with brand loyalty will be critical. The Harris Poll UK can help you stay ahead of that shift.