With an eye on the "luxury"
In the shopping center "Stockmann Nevsky Center", which was opened by the Finnish concern just a year and a half ago, a large-scale tenant rotation program will begin this fall. It is expected that the number of stores in the center will grow by 10-12% and the share of medium plus and premium class tenants will significantly increase. The rotation will bring tenants closer to the level of the Stockmann department store itself and increase site traffic, analysts say.
Colliers International will attract new tenants to the Stockmann Nevsky Center shopping mall; an exclusive agreement with Stockmann was signed in June, Colliers reported. In the course of rotation, as the company emphasizes, the shopping center should strengthen its position as the largest retail facility focused on the medium plus and premium segments. According to Anna Nikandrova, Director of Business Development of the Retail Real Estate Department of Colliers International St. Petersburg, the need to upgrade the class of stores is dictated by the level of the department store and deli, as well as the existing consumer profile. “We are seeing good results for brands in this segment,” she says. Now in Stockmann there are more than 80 stores, including the medium plus and premium segment accounting for about 60% of 50 thousand square meters. m of leasable area. Among the existing tenants, Ms. Nikandrova names Longchamp, Sergio Bustamante, Pandora, Harold, Ray Ban, Soho, Tommy Hilfiger, Napapijri, Orchestra, Jacadi.
The work on brokerage has already begun, the first changes will be noticeable this fall, in general, the program is designed for several years, as the existing contracts expire. In the course of the rotation, the number of stores will grow by 10-12% due to changes in layouts and an increase in the number of operators of fashionable clothes due to the attraction of new brands. Anna Nikandrova notes that negotiations are underway, for example, with the brands Gerard Darel, Pinko, Cacharel. According to Colliers, the rotation should result in an increase in shopping mall attendance by 15%, but the company does not give absolute figures. “The primary goal is to increase the average check and the percentage of converting visitors to buyers,” adds Ms Nikandrova.
The shopping gallery of the "Nevsky Center" now has a rather vague concept, it presents operators of completely different levels, and given the relatively small size, this factor does not contribute to success, unlike, for example, the nearby "Gallery", says the project manager of the strategic consulting department at Knight Frank in St. Petersburg Igor Kokorev. “The stated goals of correcting the concept will allow us to concentrate on certain segments, without trying to cover all market segments, to strengthen our market niche,” the expert believes. Anastasia Balmochnykh, project manager at Jones Lang LaSalle in St. Petersburg, adds that the rotation of tenants in the shopping center is a necessary tool to maintain high interest of potential buyers in the property. “The brands represented in the Stockmann department store itself will provide a good synergy between the medium plus and premium brands in the shopping gallery, and this will be a new stage in the life of the facility,” she notes. Meanwhile, the head of the ASTERA project brokerage department, Svetlana Chernysheva, emphasizes that even now the Nevsky Center has a topical pool of popular brands and the attendance of the complex is high. “Even the neighborhood of the brands present in the neighboring Gallery, allows these stores to operate successfully,” she says. Writes about this rbcdaily.ru.
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