Metropolis will focus on the premium segment
The Metropolis Shopping Center is rebranding, as a result of which more expensive brands will appear in it.
Metropolis is not only updating the tenant pool, but also changing the logo and launching a loyalty program. By rebranding, the company expects to increase traffic and average check in a stagnating market.
According to Leasing Director Ekaterina Komarova, Metropolis already has 30% of new tenants: out of 260 brands represented in the shopping center, 80 are new. In the shopping center there are more "progressive brands, where the average purchase receipt is by no means 3,5 thousand rubles, as it was before, but more," said Gennady Dikalov, director of marketing and commercialization of the company.
At the same time, despite the reorientation to the premium segment, Metropolis expects to increase customer traffic, including through the launch of a loyalty program.
"New brands appear, but from the point of view of purchasing power, we do not have any hard changes. We are not talking about a failure in terms of the flow of people due to a change in pricing," Dikalov said. The growth of the check is an important goal, but the company will increase it not at the expense of "super expensive brands", but with the help of a loyalty program that will increase traffic, he said.
One of the reasons for updating the pool of tenants is the expiration of the lease terms, which are usually concluded for a five-year period. Another reason for rebranding is the desire of the owner of the shopping center to improve his position a little.
Morgan Stanley Real Estate Investing (MSREI) became the owner of the shopping center early last year. The deal to buy Metropolis from Capital Partners was closed in February 2013. The parameters of the deal, which became the largest in the history of the Russian commercial real estate market, were not disclosed. According to media reports citing sources, the deal could have amounted to $ 1,2 billion.
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