Westminster Council has launched a visual merchandising grant scheme for local shop owners to refresh their window displays and attract more customers.
The scheme will cover interior window area works that improve the ability to display products and use seasonal displays. The work covers a range from £1,000 to a maximum of £15,000, with examples outlined below:
- Window display kits and fixtures
- Shelving and display units
- Window lighting
- Display plinths and podiums
- Graphics and window signage
- Decorative props
- Display mannequins
The visual merchandising grants are part of the Council’s wider high street improvement initiative aimed at encouraging shoppers to visit the area, improve the customer experience and create a more vibrant high street environment.
By upgrading shop windows with modern display systems, this scheme helps businesses stand out, increases footfall, and strengthens their visual identity.
For those who have already received support through the Shopfront Improvement Scheme, this initiative is designed to complement that work, ensuring a cohesive and high-impact shopfront presence.
This project is funded by the UK Government through the UK Shared Prosperity Fund.
Who Can Apply
The grants are targeted at high Street businesses with existing windows used for window display.
Priority areas for this grant are:
- Edgware Road, south of the Marylebone flyover
- Praed Street, Craven Road, Leinster Terrace, Spring Street
- Harrow Road and Great Western Road Junction
Subject to availability, the opportunity will be open to other high streets within the wider North Paddington and Paddington and Bayswater area.
How to Apply
Westminster Council will be holding application workshops and giving support to applicants at sessions on 9, 10 and 16, 17 July. These will be held at 470 Harrow Road, W9 3RU. Email business.support@westminster.gov.uk or book your place via Eventbrite.
Applications will be open until 30 September 2025 or until funding is fully allocated, whichever comes first. Work must be completed and documented by end January 2026.
The council will operate the visual merchandising grant on a ‘payment-by-results’ structure, broken into three stages to manage risk and ensure deliverables are met:
- 40% upfront – upon approval and confirmation of supplier engagement or detailed work plan that followed and matches at least 80% of the brief supplied at application
- 50% on implementation – once the main works are completed and evidenced
- 10% final payment – upon submission of final report, evaluation form, or spot-check verification.
