Retailers and their representative bodies have been adept at accommodat-ing wider macropolitical shifts into their strategy to promote their interests.This has become even more relevant in the recent period of institutional change.Cor-porate retailers at a European level oper-ate both independently and,through organisations like EuroCommerce,collec-tively.As in the case of the UK,retailers have to position themselves continually and carefully as the custodians of the consumer,distinguishing them