JLL conducted a study of foreign retailers debuting in Russia between 2011 and the 3rd quarter of 2014. The experts analyzed the geography and preferred format for entering the market, as well as the structure of “novice” retailers by country of origin and market segment.
The results confirm the focus of the vast majority of foreign companies on the capital market: 79% of retail operators opened their first store or restaurant in Moscow. 12% of networks chose St. Petersburg for their debut, another 9% preferred other regional cities, including Sochi, Rostov-on-Don, Kazan, Chelyabinsk and others.
Elena Zadorozhnaya, Head of Retail Services at JLL, comments: “The Moscow market remains a priority for foreign players in Russia, but the opportunity to enter the capital has always been limited by the lack of quality premises at an affordable price. Therefore, if there is a strong partner and an interesting platform in the regions, foreign retailers are occasionally ready to start expansion from a “non-capital” city, continuing to work in parallel to enter Moscow. "
Most of the operators started their work on the Russian market in shopping centers - 70% of the total number of openings over the period studied. The leader in the number of debuts is Afimall City (Moscow), the second place is shared by the capital's Seasons and Mega Belaya Dacha, as well as the St. Petersburg Gallery, in third place - by Metropolis, Hudson, Capitol on Vernadsky ". In turn, 30% of operators made their debut in street retail.
“In Russia, in contrast to Europe, the“ mall ”model of the market - the main income for retailers is brought precisely by the sites in shopping centers. This can be explained both by the country's climate and by the actual absence until recently of trade corridors and tourist retail zones in their international understanding, with a comparable volume of traffic, - comments Elena Zadorozhnaya.
Over the past period, European retailers were most active in Russia (61% of debuts), including from Italy (13% of the total), France (11%) and the UK (10%). In turn, American operators accounted for 27% of the total number of new networks in the Russian market since 2011. According to JLL forecasts, in the future, the share of representatives of Asian countries will increase in the structure of new retail chains.
More than half of the chains that have entered the Russian market since 2011 belong to the clothing, footwear, accessories segment (55%, including Michael Kors, HE by Mango, Twin-Set, Debenhams, The North Face, Moncler and others) ...
2013 became the most active year in terms of the entry of new players, which is due, among other things, to the achievement of a certain level of maturity of the market as a whole, positive economic forecasts, record commissioning of shopping centers, reconstruction of pedestrian retail zones in the center of Moscow. According to Oxford Economics, last year Russia ranked first in terms of turnover in Europe - $ 742,2 billion, so this market, according to JLL, was among the target markets for most global retailers.