Following the final stage of the competition and decision of the European jury in Brussels in January 2026, 3 winning cities (1 per category) were awarded the European Capital of Small Retail (ECoSR) 2026 title and began their title year in February 2026.
The winning cities have demonstrated outstanding commitment to small retail across Europe and proposed attractive programs of activities as European Capitals of Small Retail. This page highlights the winners of the 2026 edition, as well as the other finalist cities that impressed the jury with their approaches and impactful initiatives.
Discover best practices of supporting small retail by finalist cities - pitches
European Capital of Small Retail 2026 - Vanguard City – Silandro/Schlanders, Italy
Silandro/Schlanders was recognised as a Vanguard city for the strong role small retail plays in the everyday life of the town. Its historic centre, with a pedestrian zone at its heart, brings together shops and public facilities in a way that keeps the area active and welcoming throughout the day. Local businesses benefit from regular daily visitors, which helps maintain a lively town centre.
Silandro’s/Schlanders’ collaborative approach, where retailers, local organisations and the municipality work together to keep commerce visible and rooted in the community is a particularly valued asset and is positioning the town as a regional hub for small retail excellence. Its strong focus on local life, authenticity, community and cooperation makes Silandro/Schlandersa compelling example of how small towns can successfully support small retail. The town’s innovative approach to generational transition in retail is an excellent inspiration for other European cities, including small rural towns.
16-18 April 2026 - Launch event
Silandro/Schlanders will mark the launch of its European Capital of Small Retail title with a 3-day event in the heart of South Tyrol, under the theme 'Rural retail renaissance: where innovation meets identity.' Held from 16 to 18 April 2026, the event will feature its official launch ceremony on 17 April 2026.
The event will explore how small towns can support small retail while staying deeply connected to their identities and everyday life, and bringing together European partners, local businesses and community representatives.
The 3-day programme mixes local experiences with discussions about the future of retail in rural areas. Participants will explore the historic centre, meet local shopkeepers and discover how collaboration between businesses, citizens and the municipality help keep the town centre active and welcoming.
Finalist Vanguard cities
Although they didn’t win the title, these small-sized cities with 5 000 – 50 000 inhabitants were recognised for their creativity and strong local strategies in promoting small retail:
Makarska blends a small Mediterranean coastal setting with a strong retail sector made up mostly of micro and small businesses, including restaurants, cafés, boutique shops, and service providers. Main retail districts such as the beachfront, historic old town, city centre, shopping mall zone, and the eastern and western suburbs create a diverse urban fabric supporting local commerce, community life, and tourism. With most registered retail entities active, small businesses account for the vast majority of the sector, demonstrating their central role in economic vitality and social cohesion.
Makarska has revitalised its historic old town through diverse initiatives and programmes, including joining the Cittaslow International Network, the Lokale u Kale programme, O’Doli branding, Maestrale events, and Urban Design Guidelines. Investments in streets, squares, lighting, greening, and accessibility, alongside the Hepicentar co-working hub, strengthen small business capacity, digital skills, and sustainable practices. By combining modern services with traditional craftsmanship, the city addresses challenges such as overtourism, seasonality, labour shortages, traffic congestion, and vacant premises, creating a resilient retail ecosystem rooted in community, identity, and long-term sustainability.
Silla, in the Horta Sud region of Valencia, combines regional connectivity with a strong commitment to small retail, which plays a significant role the local economy. Even with lower shop density and fewer young business owners, the city keeps a strong commercial network where local shops, markets, and services stay at the heart of community life. Its strategic location near Valencia city and the Port of Valencia supports both regional integration and the retention of local identity.
Silla’s retail strategy integrates modernisation, sustainability, and digitalisation through programmes such as Impulsem Silla and the Revitalisation of the Municipal Market and Adjacent Commercial Area. Alignment with plans including the PATECO Commercial Action Plan, PUAM/Urban Agenda, SECAP, and PATSECOVA ensures coordinated development. Public-private collaboration, via a joint commission with the Association of Entrepreneurs and Retailers, promotes training, entrepreneurship, and generational renewal. Through these initiatives, Silla strengthens competitiveness, fosters innovation, and maintains a socially inclusive retail ecosystem, offering a model for small retail cities across Europe.
European Capital of Small Retail 2026 - Vibrant City – Caldas da Rainha, Portugal
Caldas da Rainha was recognised as a Vibrant city for the natural way small retail is part of the city’s life. From the iconic Praça da Fruta market to family-run shops and local services, commerce plays a central role in bringing people together and supporting the local economy.
The city has shown a strong ability to develop while respecting its traditions. It helps local businesses adapt to new ways of working, connect with visitors, and benefit from cultural events and creative activities, while also investing in pleasant streets and sustainable urban spaces. Caldas da Rainha stood out for its warm, human approach to retail and for creating a city centre where small businesses continue to thrive and develop. Its programme of activities proposed offers strong potential for replication by other European cities.
26 March 2026 – Launch event
In Portugal, Caldas da Rainha will host the launch of its title year as a Vibrant City on 26 March 2026. The event will highlight the city’s lively retail culture, explore how retail can strengthen local identity while adapting to new economic and social realities, and put forward the role of culture in keeping city centres active and attractive.
Caldas da Rainha will showcase how medium-sized cities can help small retail thrive during an event that promises to have a welcoming atmosphere and strong local involvement.
Finalist Vibrant cities
Although they didn’t win the title, these medium-sized cities with 50 000 – 250 000 inhabitants were recognised for their creativity and strong local strategies in promoting small retail:
Braga is a lively commercial centre in northern Portugal, where small shops and local services drive the economy, forming the majority of businesses and jobs. The city is home to a large number of small and micro enterprises, providing substantial employment. Its historic centre, with numerous shops across many streets and several officially recognised ‘historic shops,’ is the heart of commerce, connecting heritage, entrepreneurship, and community life. Over the past 10 years, the city’s retail sector has grown steadily, reflecting Braga’s entrepreneurial spirit and ability to combine tourism with local business.
Braga modernises retail through initiatives such as Centro Braga, a digital commercial district connecting numerous shops with online marketplaces, integrated communication systems, and e-payment solutions. Pedestrianised streets, an expanding electric-bus fleet, and public Wi-Fi enhance accessibility and urban vitality. Training and incubation programmes boost digital skills and innovation, while cultural events and tourism bring economic benefits and strengthen the city’s commercial identity. By blending heritage, digital transformation, and sustainable practices, Braga builds a resilient, innovative, and tourism-driven retail ecosystem.
Fuenlabrada’s retail scene combines its historic central district with surrounding neighbourhoods, creating a diverse and strong commercial fabric. Most retail is concentrated in the city centre, while local shops, markets, and weekly street fairs in neighbourhoods provide daily goods and spaces for social interaction. With a large number of active ground-floor establishments, mostly small, family-run shops, the city demonstrates its commitment to local commerce, community, and economic vitality.
Fuenlabrada uses its strong civic identity, stable population, and strategic location to promote retail innovation. Close cooperation between the city, associations, and retailers supports new approaches like local commerce, digital tools, and sustainable practices. Municipal programmes and neighbourhood initiatives help tackle challenges such as generational change, digitalisation, and shifting consumer habits. By blending traditional strengths with modern solutions, Fuenlabrada builds an inclusive, adaptable, and forward-looking retail ecosystem.
European Capital of Small Retail 2026 - Visionary City – Barcelona, Spain
Barcelona was recognised as a Visionary city for making local retail a central part of city life and neighbourhood identity. Shops, markets, and businesses are closely linked to how the city is built and how people live, creating lively streets and a strong sense of community. Retail plays a major role in the local economy and remains active across the city.
Barcelona supports small businesses through a clear long-term strategy that strengthens neighbourhood commerce, encourages new generations of shopkeepers, and helps shops adapt to change while staying close to residents. The city stood out for showing how a large European city with overtourism challenges can protect and valorise local retail and support community life. Barcelona showed excellent capacity to implement the rich programme of activities engaging other European cities and giving remarkable visibility to the European Capitals of Small Retail initiative.
28 April 2026 – Launch event
The European Capital of Small Retail 2026 Barcelona will officially launch its year as Visionary City with an event at the historic Ajuntament de Barcelona on 28 April 2026. The launch event will go over the city’s commitment to supporting small retail while exploring how large cities can help local retail thrive in an increasingly global and more digital economy.
The event will be the ground to discuss the challenges and opportunities small retail faces today. Through talks and discussions, participants will explore how global trends, digital technologies and new consumer behaviours are shaping the future of small retail. The event will close with networking and a visit to one of Barcelona’s most iconic marketplaces.
The link to follow the launch event online will follow shortly.
Finalist Visionary cities
Although they didn’t win the title, these large-sized cities with more than 250 000 inhabitants were recognised for their creativity and strong local strategies in promoting small retail:
Utrecht mixes historic charm with a lively retail scene where small businesses thrive. Most of its shops and hospitality venues are SMEs, ranging from family-run stores to creative boutiques, craft shops, and cultural spaces. This human-scale setup encourages flexibility, personal contact, and constant renewal, helping the city grow while keeping its unique character. Utrecht is a strong example of a European city where small retail, local identity, and visitor appeal come together.
Utrecht succeeds thanks to clear policies and good teamwork between partners. Initiatives such as 'Centrummanagement Utrecht' and the 'Utrecht Entrepreneurs Fund' allows entrepreneurs and property owners to invest in placemaking, sustainability projects, business development and targeted marketing campaigns. The city addresses contemporary challenges, including digitalisation, zero-emission logistics, and urban vitality, through innovative, community-driven solutions. Participation in programmes such as the 'city deal dynamic city centres' ensures developing and sharing innovations that tackle today’s urban challenges. Through this combination of strong policy, entrepreneurial creativity, and community engagement, Utrecht sustains a vibrant, resilient, and socially connected retail ecosystem.
Zaragoza has a varied and growing retail scene, shaped by historic shopping streets, new districts, strong neighbourhood networks, and large shopping centres. Its retail system, guided by the '2021-26 Local Commercial Equipment Plan', supports a dense network of shops. The 'Casco Histórico' area is a well-established shopping hub, with many open stores, pedestrian friendly streets, and close access to tourist sites, showing its importance for the city’s economy and community life.
Zaragoza combines preservation with renewal by helping new districts like 'Delicias and Avenida de Madrid' through urban upgrades, better mobility, and support for entrepreneurship. Other neighbourhoods also benefit from retail projects led by its community and municipal grants that help small family shops modernise and go digital. 12 large shopping centres add to the retail offer, mixing local businesses with international brands and leisure activities. Across the city, targeted programmes and financial support give businesses the tools they need to adapt, innovate, and grow sustainably, ensuring the strength of Zaragoza’s retail sector in the long run.
Meet the European Jury
The winners of the European Capitals of Small Retail Awards 2026 were selected by the European Jury during the award ceremony. The Jury assessed the shortlisted cities focusing on the attractiveness of their vision and programme for 2026 and capacity to play a role model for other cities to spread good practices beyond the prior assessment by the panel of experts across the 4 criteria of the competition (sustainability, digitalisation entrepreneurship support and community engagement, city attractiveness and vitality).
The members of the European Jury of the 2026 European Capitals of Small Retail Awards were
- Ms Kristin Schreiber (Chair of the Jury), European Commission – Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROW), Director for Chemicals, Bioeconomy and Retail (GROW.F)
- Mr Bogdan Rzońca, European Parliament, Member of the European Parliament, Chair of the Committee on Petitions
- Ms Lamia Kamal-Chaoui, Organisation for Economic Co-operation and Development (OECD),Director, Centre for Entrepreneurship SMEs, Regions and Cities (CFE)
- Ms Christel Delberghe, EuroCommerce, Director General
- Ms Else Groen, Independent Retail Europe, Director-General
