Under embargo until 3 July 2025, 08:00

European Commission launches first-ever European Capitals of Small Retail awards

Brussels, 2 July 2025 - The European Commission will officially launch the inaugural European Capitals of Small Retail (ECoSR) Awards at an event organised by the European Parliament on 3 July at 15:00.

This major European competition, initiated by the European Parliament on a basis of a European citizens` petition, will celebrate small, medium and large-sized cities that excel in assisting small retailers, revitalising city centres, supporting entrepreneurs, and fostering vibrant local economies. Much like the successful European Capitals for Culture or Innovation, this new annual award places a spotlight on cities that champion local retail businesses at the heart of their communities.

In retail, 99% of companies are SMEs and 90% of them have less than 5 employees. SMEs also represent two-thirds of the sector’s employment.

Beyond economic figures, small retailers are vital to local economies, creating vibrant neighbourhoods, preserving cultural identity, and building economic resilience through their close links with local businesses and consumers. Yet, they struggle to remain competitive due to the growing competition in e-commerce and changing consumer preferences, making European support for digitalisation and green transitions vital.

How cities can compete

Starting 3 July 2025, and until 9 October 2025, small, medium and large-sized cities from the EU and Single Market Programme countries can apply. Applications will be evaluated across four key areas:

• Sustainability: green practices, circular economy, climate resilience
• Entrepreneurship & Community Engagement: supporting local business, fostering innovation
• Digitalisation: technology adoption, digital skills, smart city integration
•  Urban Vitality: attractive retail environments, cultural integration, tourism appeal

In a second stage, the shortlisted cities will be judged by the European jury also on a basis of programme of activities they would implement if they won the title.

Three winners, one in each category, will be awarded as the 2026 European Capitals of Small Retail winners at an award ceremony in Brussels in January 2026. Each winning city will benefit from a package of services: a high-profile launch event, networking with European retail leaders, awareness raising activities, workshops, and a dedicated city exchange programme to share best practices. The package also includes EU-wide recognition, a professional promotional video, and year-long EU media coverage and promotional material.

About ECoSR

The European Capitals of Small Retail is a European Union initiative proposed as a Preparatory Action by the European Parliament, based on a citizen’s petition, and implemented by the European Innovation Council and SMEs Executive Agency (EISMEA), on behalf of the European Commission's Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROW).

Contact

For more information, visit the website: https://single-market-economy.ec.europa.eu/single-market/services/retail/european-capitals-small-retail-ecosr_en

Are you interested in attending the event at the EU Parliament on 3 July or do you have any questions? Please contact us at info@eusmallretailcapitals.eu