Metropolis will focus on the premium segment
15.09.2014 5071

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.

The Metropolis Shopping Center is rebranding, as a result of which more expensive brands will appear in it.
5
1
Rating

Latest News

Crocs and Irish brand Simone Rocha launch first collaboration

Simone Rocha has redesigned three classic Crocs silhouettes, including the Siren Clog, the iconic Croc and the Quick Trail. The collection will go on sale on April 10. Crocs models, interpreted by the Irish designer, are decorated with the signature…
29.03.2024 160

Fashion house Valentino has named its new creative director

Italian designer Alessandro Michele, who left Gucci last November, has been appointed the new creative director of the fashion house Valentino. Valentino announced the new appointment about a week after the resignation of the previous one...
28.03.2024 161

Results of the series of International Shoe Exhibitions SHOESSTAR AUTUMN-WINTER 2024/2025

The next season of the SHOESSTAR footwear and leather goods exhibitions has ended - autumn-winter 2024/25. This time the series included 5 exhibitions, which took place from mid-February to mid-March 2024 in Khabarovsk, Yekaterinburg,…
28.03.2024 183

EKONIKA increased revenue by 51% in January-February 2024.

The EKONIKA network notes a significant increase in revenue; in the first two months of 2024 it increased by 51%. Vice President of Novard Group of Companies (owns EKONIKA) Sergei spoke about this at the Retail 2024 conference...
28.03.2024 216

An increase in the number of new openings in the fashion retail segment is noted in St. Petersburg

According to Nikoliers, in the first quarter of 2024, the activity of tenants in shopping center areas increased in St. Petersburg. Moreover, more than half of all openings - 25 out of 45 were in fashion retail, writes...
28.03.2024 230
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning