Visual Merchandising Scheme

Visual Merchandising Scheme

About the scheme 

Our visual merchandising (VM) grant scheme helps local shop owners refresh their window displays to attract more customers and boost business success. It is part of a wider high street improvement initiative aimed at encouraging shoppers to visit the area, improving the customer experience and creating a more vibrant street environment.

By upgrading shop windows with modern display systems, this scheme helps businesses stand out, increase footfall, and strengthen 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. 

What does the grant cover

The scheme will cover interior window area works that improve the ability to effectively display product and do seasonal displays. The work covers a range from £1,000 to a maximum of £15,000, for the examples outlined below:

• Window display kits and fixtures
• Shelving and display units
• Window lighting
• Display plinths and podiums
• Outdoor furniture
• Graphics and window signage
• Decorative props
• Display mannequins
• Other, any additional visual or promotional elements not listed above that you recommend or can make a case for 

How to apply

Applications are now closed for this round of funding.

Who can apply

• High Street businesses with existing windows used for window display
• Priority areas for this grant are:
  • Harrow Road and Great Western Road Junction
  • Edgware Road (south), Praed Street high streets, Craven Road.
• Subject to availability, the opportunity will be open to other high streets within the wider North Paddington and Paddington and Bayswater area

We reserve the right to assess applications for the grant funding on a case-by-case basis.

Engagement and execution

It is important we follow a prescribed process to assure the outcomes of the project are met and are to a high standard. This will include:

• Engagement with the High Streets team and a dedicated VM advisor for the design, construction and execution
• Before and after photos
• Impact measurement on businesses and their communities

We will be holding application workshops, with guidance on how to apply, taking place on the 9, 10 and 16, 17 July. These will be held at 470 Harrow Road, W9 3RU. Email us at business.support@westminster.gov.uk or speak to your High Street Engagement Officer to make an appointment.

There will also be design 1-2-1 workshops, days and times to be confirmed

Funding

We will operate this 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. 

Timeline 

• Applications open: June 2025 until 30 September 2025 or until funding is fully allocated, whichever comes first
• Work to be completed and documented by end January 2026
• Assessments to be completed by end of January 2026 

For more information, please contact us via business.support@westminster.gov.uk

Completed 2024 Visual Merchandising Scheme

About the 2024 scheme

This scheme offered businesses support to make their store more attractive and boost business success.

As online shopping continues to grow, it's essential for physical shops to create a unique and enjoyable shopping experience. By improving the look and feel of your shop, you can encourage more customers to visit, stay longer, and make purchases.

Key objectives:

• provide free services to help business owners improve their interior
• improve customer experience, which can lead to increased revenue for traders

What was included

One-to-one, in-person and hybrid bespoke consultancy support to improve:

• window and interior display,
• shop floor layout and presentation of products and goods,
• lighting, and signage

Priority areas

• North Paddington
• Paddington and Bayswater
• Pimlico