This year’s World Retail Congress will unveil the second annual collection of which retailers – established and new – have made it into The World’s Coolest Retailers report. Brought together by The General Store and World Retail Congress, the full list will be presented to delegates in London and then available to download.  

Amid the spreadsheets and strategies of modern retail lies something harder to measure but impossible to ignore: creativity. The World’s Coolest Retailers Report exists to shine a spotlight on the creativity that transforms stores into experiences, products into passions, and customers into cult followers. 

When we embarked on creating this year’s list, we were uncertain about what we’d find. With economic pressures weighing on the industry, would retailers still be pushing boundaries? The answer was a resounding yes. In fact, what started as a challenge to find the Top 50 Coolest Retailers quickly turned into an exercise in what to leave out. Despite the global economic challenges, coolness in retail is alive and well, with brands big and small embracing creativity to connect with audiences in fresh, meaningful ways. 

What Makes a Retailer “Cool”? 

Before diving into what we’ve learned, I thought we should share how we determine who makes the list. Our Criteria of Cool focuses on three core principles: 

• Creative: Is it fresh, innovative, and does it have X-factor? 

• Cult: Does it resonate with audiences, and drive irrational loyalty? 

• Commercial: Is it delivering results and driving tangible business success? 

Lessons from the Frontlines of Retail Innovation 

Through this year’s exploration, we uncovered a wealth of insights about how creativity is reshaping retail. Here are three standout learnings: 

1. Korea: A Hotbed of Creativity 

Korea is a masterclass in retail innovation. From Tamburins’ spaces that are more like art galleries to Born to Stand Out’s sheer audacity, the region showcases how retail can feel like an art form. Even international players like MAAP, the Australian Cycle brand, are finding success here, blending functionality with a unique and inspiring design aesthetic. 

          

2. Established Players Making Bold Moves 

While newcomers often grab the spotlight, legacy brands are proving they can innovate too. Taco Bell are transforming their marketing with cultural relevance and sharp storytelling, producing lifestyle drops with eye-watering sell through rates. Meanwhile, Kodak’s new store in Seoul is reinventing the brand’s iconic past with a futuristic twist, proving that even the most established names can surprise us.

          

3. Purpose as a Catalyst for Creativity 

Purpose-led brands continue to show that a clear mission can unlock new levels of creativity. Harper Collective turns ocean waste into stylish luggage, while Fishwife modernizes canned seafood with a focus on sustainable fishing and bold, contemporary design. These brands show how aligning with a meaningful cause can be a powerful technique to connect quickly to customer groups. 

         

Why It Matters 

The World’s Coolest Retailers Report isn’t just a Top 50 list; it’s a celebration of what makes retail extraordinary. It highlights the courage and creativity of the brands daring to do things differently, providing inspiration to businesses worldwide. 

As we prepare to unveil this year’s full list, we invite you to reflect on how creativity can fuel growth and connection in your own ventures. Because when the art and science of retail come together, the possibilities are endless. 

Stay tuned for the big reveal – it’s going to be inspiring. 

Matt Newell (Partner and CEO, The General Store) and Reid Nakou (Chief Experience Officer, The General Store)
The General Store works with retailers around the world to build total brand experiences across store design, brand design, advertising and technology.