The Future Retail Challenge winner for 2025 is the University of Amsterdam, announced on stage at the World Retail Congress in London today.

The judges also acknowledged the team from Saudi Arabia, which competed for the first year, and runner-up Turin in a competition sponsored by TENDAM and which focused on recruiting and retaining Gen Z workers in the retail industry.

Judging chair Bernie Brooks highlighted the trends this year, including the use of social media in “almost every aspect” and the focus on well being, mental health and reward and remuneration, plus education and training in both business and outside business areas.

“It’s quite different from the norms we are used to,” he added.

In all, five student teams from colleges around the world competed in the 2025 Future Retail Challenge, where on the first full day of World Retail Congress they presented their ideas for how retailers can appeal to and recruit the Gen Z generation into the retail industry.

The competing colleges were: Hong Kong Polytechnic, Hong Kong; ESCP Business School, Turin; London College of Fashion, London; EDHEC Business School, Paris; Princess Nourah Bint Abrulrahman University, KSA; and the winner the University of Amsterdam.