With an eye on the "luxury"

At the Stockmann Nevsky Center shopping mall, which was opened by the Finnish concern only a year and a half ago, this autumn a large-scale tenant rotation program will begin. It is expected that the number of stores in the center will increase by 10 — 12% and the share of middle plus and premium class tenants will seriously increase. The rotation will bring tenants closer to the level of the Stockmann department store itself and increase the attendance of the facility, analysts say.

Colliers International will be attracting new tenants to the Stockmann Nevsky Center shopping mall, an exclusive agreement with Stockmann was signed in June, Colliers said. In the process of rotation, as the company emphasizes, TK should strengthen its position as the largest trading facility focused on medium plus and premium segments. According to Anna Nikandrova, director of business development at the Colliers International St. Petersburg retail real estate department, the need to upgrade the class of stores is dictated by the level of the department store and deli, as well as the prevailing portrait of the consumer. “We see good results from brands in this segment,” she says. There are now over 80 stores in Stockmann, including the medium plus and premium segments of 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.

Brokerage work has already begun, the first changes will be noticeable this fall, in general, the program is designed for several years, as existing contracts expire. In the process of rotation, the number of stores will increase by 10 — 12% due to changes in planning decisions and an increase in the composition of fashionable clothing operators through 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 result of rotation should be an increase in TC traffic by 15%, but the company does not give absolute figures. “The primary goal is to increase the average bill and the percentage of visitors converting to customers,” adds Ms. Nikandrova.

The Nevsky Center shopping gallery 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 Knight Frank in St. Petersburg Igor Kokorev. “The stated goals of adjusting the concept will allow us to concentrate on certain segments without trying to cover all market segments, to strengthen our market niche,” the expert said. Anastasia Balmochnykh, project manager at Jones Lang LaSalle in St. Petersburg, adds that tenant rotation in the shopping center is a necessary tool to maintain the high interest of potential buyers in the property. “The brands represented in the Stockmann department store itself will give good synergy to medium plus and premium brands in the shopping gallery, and this will be a new stage in the life of the facility,” she said. Meanwhile, the head of the ASTERA project brokerage department, Svetlana Chernysheva, emphasizes that even now the Nevsky Center has an up-to-date pool of popular brands and the attendance of the complex is high. “Even the neighborhood of brands present in the neighboring Gallery allows these stores to work successfully,” she says. About this writes rbcdaily.ru.