The European Capitals of Small Retail (ECoSR) is a European Union initiative, initiated by the European Parliament and implemented by the European Commission, aimed at recognising cities that have demonstrated exceptional support for small retailers and vibrant city centres. 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. 

Launched in response to the evolving challenges facing urban retail environments, the ECoSR initiative identifies, acknowledges, awards and promotes cities which excel in revitalising small retail and fostering a thriving local environment. Through the competition, the initiative aims to

• showcase exemplary support systems for small retailers
• highlight successful digital and green transitions in the retail sector
• foster knowledge exchange among local authorities
• raise awareness of retail's crucial societal and economic impact

The initiative was proposed as a Preparatory Action by the European Parliament, based on a citizens petition, and is 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).

The award

The winners of the first edition of the European Capitals of Small Retail (ECoSR) competition will be announced in Brussels in January 2026, with a call for applications opening in July 2025. Three cities will be selected to hold the title of the European Capital of Small Retail 2026, representing different population categories:

• Vanguard City: for cities between 5 000 and 50 000 inhabitants
• Vibrant City: for cities between 50 000 and 250 000 inhabitants
• Visionary City: for cities above 250 000 inhabitants

The title year begins in February 2026 and marks a 12-month period of enhanced visibility, learning opportunities, and collaborative exchange.

Benefits for winning cities

Winning cities receive a comprehensive package of non-financial support:

• European-level recognition and prestige
• Promotional support throughout the title year
• Invitations to exclusive networking events with other leading cities
• Participation in the small retail exchange programme to share and learn best practices
• Assistance with organising workshops and webinars
• Extensive media coverage, including professional video production
• Enhanced city branding and tourism visibility

Eligibility requirements

All cities from EU countries and Single Market Programme (SMP) countries are eligible to apply.

For this competition, a ‘city’ is defined as an administrative unit governed by a city council or another democratically elected body.

Cities must meet the following population requirements:

• small cities: 5 000 – 50 000 inhabitants
• medium cities: 50 000 – 250 000 inhabitants
• large cities: More than 250 000 inhabitants

Population figures should be based on the most recent census or official population statistics. 

Timeline

• Applications open: 3 July 2025
• Application deadline: 9 October 2025 at 14:00 CET

More information: European Capitals of Small Retail