Current footprint by directory entry milestone, which may be a first standalone store.
—mapped locations
THE EVIDENCE REGISTER
Know what the map knows.
Every brand has a coverage record. Unlocated premises stay in the register without an invented pin.
Brand / operator
Trading / mapped
Coverage
Scope and sources
HOW TO READ THIS ATLAS
Location intelligence, with the evidence attached.
01 / SCOPE
A defined arrival cohort.
The starting universe is the accompanying US-to-London directory, covering 18 September 2021 to 18 September 2026. It includes permanent entries, dedicated concessions, temporary experiments and announced arrivals, with qualified cases retained explicitly.
A first standalone store may follow earlier wholesale or concession activity. US-founded, US-based and cross-border brands are distinguished in their profiles. This is a researched universe, not a claim that every US-origin brand has been discovered.
02 / PREMISES
One record per brand location.
Current sites are separated from announced, closed, temporarily closed and unverified premises. Dedicated concessions are included; ordinary stockists and delivery-only kitchens are excluded. Co-located brands may share an address; location records are not necessarily unique leases or buildings.
Click overlapping points to inspect the full list. Coverage describes how completely each brand's estate was checked. A missing address never becomes a guessed location.
03 / GEOGRAPHY
Precision is visible.
Operator-supplied coordinates are used where available. Otherwise, verified postcodes are geocoded with Postcodes.io and displayed as postcode centroids. A postcode point may represent a shopping centre or several addresses, not a shop doorway.
Heatmaps and 500-metre hexagons describe the concentration of mapped records, not sales, demand, footfall or vacancy. Nearby distances are straight-line estimates and inherit coordinate uncertainty.
04 / TIME
A snapshot, not a live feed.
Sources were checked on 18 September 2026. Brand arrival dates and individual site dates are separate. The slider filters by the directory's entry milestone, which may be a standalone debut after earlier concessions. For example, The Frankie Shop is grouped under its planned 2027 standalone entry even though its Selfridges concession is already open. Use All years to retain every qualified case.
Opening dates are shown only when found. Announcements can change; an announced opening date is not proof that a site is trading. Source links are provided for follow-up.
05 / OPEN GIS
Built to travel.
The browser uses MapLibre GL JS. The downloadable project follows GeoLibre's official project API, with embedded layers, attributes and evidence. GeoJSON imports directly into QGIS; CSV includes unmapped records.
Use sectors to compare the West End's fashion concentration with coffee and QSR dispersion. Select a brand to follow its full London footprint, or select a premises and explore the neighbours within 500 metres.