Retail destinations are becoming an increasingly competitive battleground for public EV charging, with two UK operators unveiling new partnerships aimed at capturing drivers while they shop.
In one deal, Zest has begun switching on chargers at Home Bargains stores through a partnership with TJ Morris. In another, Believ has agreed a programme with 9Yards that it says will deliver 96 ultra-rapid charging bays across 12 retail parks, backed by more than £10 million of investment, with installation due to begin in late 2026.
They’re not the only companies targeting retail parks and other ‘dwell-time’ destinations. Earlier this year, bp pulse announced a plan to roll out EV charging across 14 Columbia Threadneedle Investments retail parks, while experts at Powered On Live highlighted the rise in destination charging.
Zest switches on chargers at Home Bargains sites
Zest has begun switching on a range of EV chargers at Home Bargains locations in Sunderland, Newport, Carrickfergus, Ballymena, Cardigan and Arbroath.
It added that additional sites in Ashford and Leigh will open shortly, with further locations scheduled through the year. The rollout will include a mix of fast and ultra-rapid chargers, with the stated aim of serving drivers during shopping visits.
Robin Heap, CEO of Zest, noted, “Retail destinations play a crucial role in making EV charging part of everyday life. By working with forward-looking retailers like Home Bargains, we’re helping to remove barriers to EV adoption, and this growing partnership shows how charging can be both practical and accessible.”
From the retailer’s side, Simon Reddish, Procurement Manager at TJ Morris, added, “This investment enhances the experience for our customers, making it easier and more convenient than ever to charge while they shop with us.”
Zest positioned the Home Bargains agreement as part of a wider retail-led network build, pointing to existing sites at major shopping centres including Metrocentre, Merry Hill, Frenchgate and Chantry Place, alongside partnerships with Starbucks, Tesco, SPAR and Co-op.
Believ and 9Yards target 12 retail parks for late-2026 start
Believ’s partnership with 9Yards is in the earlier stages compared to Zest, with installation scheduled to begin in late 2026. The companies said the programme will deliver 96 ‘fully accessible’ charging bays across 12 retail parks, and that six of the locations will feature co-branded solar canopies.
The sites are described as high-traffic destinations across the UK, including Croydon, York, Dunfermline, Newbury, Northampton, Preston, Shrewsbury, Stevenage, Taplow and Worthing.
Believ also said it will provide an ‘end-to-end service’ – covering site assessment, grid connection, installation, operation and long-term maintenance – and that the works will be fully funded by the charge point operator.
Guy Bartlett, CEO at Believ, said the retail sector has a key role to play in the UK’s transition to electric mobility, “As the EV market continues to expand, customer expectations around charging are rapidly evolving. By embedding accessible, ultra-rapid charging into its retail destinations, 9Yards is helping to shape the future of customer experience while supporting wider environmental goals.
“Our fully funded model means they can achieve this at scale without the financial or operational burden, and with confidence in a long-term, expertly managed solution.”
Ian Rusbridge, Co-Head of Asset Management at 9Yards, added, “We are excited to partner with Believ on the rollout of an ultra-rapid EV charging facility across our portfolio.
“Believ’s robust financial backing and experience gave us the confidence they can deliver. Their property team has been collaborative throughout the process. This new EV operation provides further amenities at each park for the benefit of the visitors to the retail parks.”
