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
Winning and shortlisted cities are now taking part in the European Small Retail Exchange Programme, bringing cities together through in-person exchanges focused on collaboration, knowledge sharing and best practices. The first visits are already starting to take place across Europe.
European Capital of Small Retail 2026
Winning 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
The official launch event of Silandro/Schlanders Vanguard City as European Capital of Small Retail 2026 was a success, bringing together over 90 participants both international guests and local stakeholders, including representatives of the province of Bozen/Südtirol–Bolzano/Alto Adige, hds Südtirol, BASIS Vinschgau Venosta, EURAC Bolzano–Bozen.
The programme included a Guided Insight Tour through the historic centre, structured around 5 flagship themes
- circular economy and business succession in retail (Eisenwaren Matscher, with a live interview between outgoing and incoming owners)
- shops vacancy reactivation (BASIS Lokal and BASIS Schaufenster)
- sustainability (Klimateam Schlanders and a symbolic ‘village tree’)
- the Slow Shopping Schlanders annual programme
- a Walking Lunch across five local venues (Trögerwirt, Speck-Eggele, Rosenwirt, Schupferwirt, and Gelateria Ortler), offering a taste of local hospitality and regional cuisine
The launch ceremony at BASIS lokal featured greetings from representatives of the European Commission (DG GROW and EISMEA), contributions from the 2 fellow European Capitals of Small Retail 2026, Barcelona and Caldas da Rainha, and the formal presentation and signing of the Silandro/Schlanders Declaration, a 7-principle manifesto for small retail in rural and mountain communities.
The declaration calls on policymakers to recognise local retail as public infrastructure, prioritise town centre revitalisation, support regional economic cycles, ensure fair competition with global platforms, secure business succession, promote human-centred digitalisation, and give small municipalities an adequate voice in policy decisions.
Shortlisted 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, Croatia
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, Spain
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.
Winning 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
Caldas da Rainha officially launched its year as European Capital of Small Retail 2026, welcoming around 100 participants throughout the programme during the day.
The city centre dressed in blue, launched the start of a programme that places local commerce at the heart of urban and economic transformation. The day began with the performative route ‘Alter Egos De Bordallo’ through the historic centre, connecting culture, heritage and local commerce through theatre, music and historical reenactments inspired by Rafael Bordalo Pinheiro. Participants were guided through the main commercial streets and emblematic spaces, discovering the identity of the city and its small retail.
Local crafts and traditional skills were showcased through live demonstrations, including artistic ceramics, embroidery, regional confectionery and local handicrafts. The programme also highlighted entrepreneurship and urban regeneration, with presentations on the transformation of vacant commercial spaces into coworking areas and entrepreneurship centres.
The official ceremony, held at the Centro Cultural e de Congressos de Caldas da Rainha and attended by nearly 400 people, brought together local, national and European representatives. It included institutional messages from the European Commission, DG GROW and EISMEA, presentations on identity, sustainability, digitalisation and innovation, and a panel on entrepreneurship and community. The event concluded with a musical performance celebrating the city’s cultural identity.
The launch demonstrated how commerce, culture, tourism, sustainability, technology and community come together in Caldas da Rainha, positioning the city as a model where small retail functions as an economic, social and cultural engine.
Shortlisted 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:
Municipality of Braga, Portugal
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.
Municipality of Fuenlabrada, Spain
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.
Winning 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 official launch event of Barcelona Visionary City as European Capital of Small Retail 2026 took place at the historic Ajuntament de Barcelona on 28 April 2026 attended by around 90 people. The event brought together local, national and European representatives. It included institutional messages from the Deputy Mayor of Barcelona and of the representatives of the European Commission, DG GROW and EISMEA. The launch event went 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.
Over the next twelve months, Barcelona will roll out a programme of more than 200 activities across the city’s ten districts and beyond, designed with the participation of more than 70 organisations and sector stakeholders.
The initiatives are structured around promotion, reflection and legacy, with the aim of strengthening the commercial fabric and projecting it at European level. Key actions include the Local Commerce Fair in Plaça de les Glòries, a new consumer voucher campaign to encourage local purchases, and institutional recognition for long-standing businesses with 25, 50 and 100 years of history.
The programme also includes debate spaces such as the European Forum of Cities and Regions for Local Commerce and the European Benchmarking Sessions, as well as the creation of the European Observatory of Local Commerce to strengthen data collection and cooperation between cities.
The capital status will also support new strategic directions, including the Local Commerce Strategic Plan 2035 and the Markets Plan, aimed at consolidating the sector and adapting it to current challenges. A new label will also be developed to identify businesses aligned with the city’s commercial model.
Shortlisted 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, the Netherlands
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, Spain
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.
