Our mission
Our vision is ambitious and clear: to grow a dynamic and inclusive West End, securing its place as one of the world’s most welcoming and iconic destinations while setting the global standard for innovation and investment.
Sustainability runs through everything we do – ensuring long-term resilience and responsible growth – while our commitment to community strengthens local connections and creates a district where businesses, workers, and visitors thrive together.
New West End Company exists to serve the businesses that power the West End, ensuring that their needs are met, their challenges addressed, and their opportunities maximised. As we embark on this next BID term, we are expanding our representation to include office occupiers and property owners, ensuring every part of the district’s business ecosystem has a voice.
In shaping our 2026–2031 strategy, we have engaged extensively with our members – across retail, hospitality, leisure, and now offices – through direct conversations, events, and our member surveys. The results are clear: security, street services, advocacy and resilience remain top priorities, with strong support for continued investment in public realm improvements, destination marketing, international and domestic visitor campaigns, and data-driven insights. Just as importantly, there is a shared ambition to foster a stronger sense of belonging – ensuring that everyone who spends time here, whether working, living, or exploring, feels part of a thriving and connected West End community.
At the same time, members have emphasised the need to think about the long-term changes to the district. While the West End remains a world-leading shopping destination – it is also a dynamic mixed-use district where retail, hospitality, culture, and business come together. To maintain its competitive edge, the West End must continue to attract investment, respond to changing working patterns, and ensure it remains a world-class place to visit, work, and do business.
Oxford Street remains central to the West End’s global reputation and future success. As it enters a new phase of transformation, including the proposed Mayoral Development Corporation, we are committed to working in partnership with the Mayor of London, Westminster City Council, our members and the wider West End community to help deliver a transformational scheme. This will not only revitalise Oxford Street but bring lasting benefits to the wider West End.
This proposal reflects that ambition. While responding to the immediate operational needs of our district, we are also setting out a roadmap for the next five years – ensuring the West End continues to lead, innovate, and thrive.
To achieve this, we are focused on four strategic pillars: Operations, Experience, Innovation, and Advocacy. These pillars guide everything we do, ensuring the West End remains safe, vibrant, competitive, and future-ready.
- Operations – Keeping the West End Safe and Resilient
Delivering enhanced safety, security, and street management to create a clean, welcoming, and resilient environment. Through strategic partnerships and community engagement, we ensure a safe and sustainable district for all.
- Experience – Creating Connections that Drive GrowthActivating the district with world-class events, seasonal campaigns, and destination marketing that attract high-value visitors, engaging the workforce through the West End Clubhouse. By fostering connections between retailers, hoteliers, F&B businesses, and offices, we create shared experiences that drive footfall, engagement, and spend.
- Innovation – Empowering Businesses with Data and Insight
Providing cutting-edge insights, data analytics, and digital tools that empower businesses to make informed decisions and stay ahead of global trends. Our focus on sustainability leadership and digital transformation ensures the West End remains a competitive, smart district.
- Advocacy – Championing Growth and Opportunity
Championing the West End’s voice on policy issues, from tax-free shopping, business rates reform and crime and safety, to sustainable development and public realm transformation. We advocate for a business environment that drives growth, investment, and opportunity for all.
Through partnership and collaboration, we will secure £60 million in dedicated investment, driving growth, enhancing safety, and ensuring the West End continues to lead on a global stage.
Together, we will shape a district that thrives today and shapes tomorrow.
The Future is West End.
