Opens in a new tab

Breaking news

Physical Retail Stores Make a Comeback in Europe Amid Growing E-commerce Competition

European retailers are expanding physical stores to boost online sales, counteracting rising competition from e-commerce giants like Shein. Data shows that online sales can increase by 10–20% within 20 minutes of proximity to a store, making physical locations a valuable part of omnichannel strategies. Companies like Decathlon and Inditex are creating engaging, interactive spaces that bridge digital and physical shopping, drawing in customers.

Physical Retail’s Role in Supporting Digital Sales

Retail spaces across Europe are expected to grow by 2.7% by 2028. Decathlon added 80 stores this year and introduced hubs for equipment rentals, repairs, and in-store product testing. For example, Decathlon’s Rome store offers free ping-pong, enhancing the shopping experience. Italy’s Cisalfa plans to open or refurbish 10 stores, underscoring the importance of face-to-face customer interaction that e-commerce lacks. Meanwhile, Zalando, a digital-first retailer, has expanded its physical presence to 15 German locations, catering to the demand for omnichannel experiences.

Retailers See Physical Stores as a Multi-Channel Driver

Studies indicate that brick-and-mortar locations drive multi-channel engagement, with closures impacting revenue both online and offline. Inditex offers group-friendly fitting rooms with touchscreens for size requests, while Zalando combats fast-fashion competitors like Shein with pop-up stores across Europe.

Why Shoppers are Returning to Physical Stores

Consumers are gravitating back to in-person shopping, enjoying instant gratification and convenience. RBC analysts note that some people prefer the reliability and immediacy of physical stores, especially for last-minute purchases.

Europe’s Deadly Summer Heat Exposed The Cost Of A Warming Continent

Europe experienced its deadliest summer for heat-related deaths on record in 2026, with an estimated 24,400 excess deaths linked to extreme temperatures across 30 countries. Researchers estimate that human-induced climate change was responsible for around 32,000 of the deaths attributed to heat in the study’s broader analysis, accounting for 65% of the total.

The findings highlight the growing public-health consequences of global warming, largely driven by fossil fuel use, as extreme heat becomes more frequent and severe.

A Summer Of Dangerous Heat

Between June and August, heatwaves pushed temperatures in Western Europe to an average of 2.9°C above the 1991–2020 norm, with some days reaching 12°C above average. Nearly a third of estimated heat-related deaths occurred during a particularly intense heatwave between 17 June and 1 July.

“These numbers are a stark reminder that our hotter, more extreme summers are having an increasingly severe impact on public health,” said Dr Clair Barnes, a researcher at Imperial College London and co-author of the study.

The estimated toll exceeded previous peaks of around 29,000 deaths in summer 2022 and 28,000 in 2003 across the region studied.

How Researchers Estimated The Toll

Researchers modelled the relationship between temperature and mortality across 854 urban areas in the EU, UK, Norway and Switzerland, covering around 40% of the population in the 30 countries studied.

The analysis incorporated temperature records, age, socioeconomic conditions, environmental factors and access to healthcare. By comparing actual temperatures with those expected without human-induced warming, the team estimated the additional deaths attributable to climate change.

Final official mortality figures for summer 2026 are not yet available in many countries, and heat-related deaths are often underreported because their effects can be difficult to identify directly.

Older People Face The Greatest Risk

People aged 85 and over accounted for roughly half of the estimated deaths. However, the impact extended across age groups, with around 800 excess deaths among adults aged 20–44 and approximately 6,000 among people under 65.

Southern Europe experienced the highest mortality burden, reflecting hotter temperatures and other vulnerabilities, including air pollution, limited green space and unequal access to healthcare and heat-alert systems.

Italy, France And Spain Record Highest Toll

Italy recorded an estimated 13,303 heat-related excess deaths, followed by France with 7,268 and Spain with 6,824. Germany recorded around 6,340, while the UK saw an estimated 4,354 deaths.

In the UK, the heat also placed significant pressure on healthcare services. Andrew Hartle, Professor of Practice of Anaesthesia at Imperial College Healthcare, said demand during the summer resembled that of a severe winter virus season.

Cities Urged To Strengthen Heat Protection

Researchers say cities can reduce the risks through climate shelters, external shading and building retrofits, alongside measures to help residents avoid exposure during the hottest hours. Checking on vulnerable people, staying hydrated and following heat alerts are also important.

The researchers stress that adaptation must go hand in hand with reducing fossil fuel use to limit further warming. The findings underline that extreme heat is already a major public-health threat across Europe, with thousands of lives at risk each summer.

Aretilaw firm
eCredo
The Future Forbes Realty Global Properties
Uol

Become a Speaker

Become a Speaker

Become a Partner

Subscribe for our weekly newsletter