HCohen schreef op 22 februari 2022 07:23:
APA ots news: Number of leasing deals in Westfield Shopping City Süd and Westfield Donau Zentrum exceeds pre-pandemic level - BILD21.02.22, 11:03
www.urw.com/en/website~o~content/asse... www.urw.com/en/website~o~content/asse... :: Realignment and further optimization of rental strategies ensure full centers
Vienna/vösendorf (APA-ots) - Unibail-Rodamco-Westfield - Owner and operator of the two largest Austrian shopping centers Westfield Shopping City Süd and Westfield Donau Zentrum draws a first balance sheet for the full year 2021 after establishing the optimized rental strategy. Despite challenging conditions, both centers were not only able to defend their strong market position, but also win over other top international brands and innovative regional retailers.
The number of leasing deals with new tenants concluded in recent years even exceeded the level of 2019 in 2021.The main driver of this track record is the internal realignment and realignment of the letting agendas, coupled with creative and innovative rental strategies. In this way, it has been possible to make the retailer mix in both centers even more attractive, sustainable and regional in order to take into account the needs of visitors. In addition, the rebranding of the two shopping centres towards Westfield destinations in September of the previous year has attracted additional attention from international and national brands and retailers.
"The numerous new openings and shop expansions into flagship stores once again underline the importance of the two destinations for the retail market in eastern Austria, the high attractiveness for international brands and the innovative strength and resilience of both shopping centres in a challenging market environment. In addition, we deliberately rely on local and regional retailers as well as Austrian start-ups and young companies in order to always be able to offer our visitors a diverse and varied shopping experience. In the light of the current developments/relaxations and an increasing re-normalization in retail, we look forward to the coming weeks and months with optimism, and look forward to once again being able to offer our visitors the complete overall experience of shopping, entertainment and culinary delights in both centers," says Katharina Zeiler, Deputy Director of Leasing Austria & Germany.
Zwtl.: Strong differentiation of the leasing strategy
The success of both centers and the optimization of the retail mix are based on three strategic pillars: market entries or openings of new global top brands such as Maisons du Monde, Dyson, Mister Spex, Läderach, Butlers or Bosch, the targeted approach of innovative and regionally anchored start-ups and young companies such as Viennina, Impibag, Cajoy or ODonnell as well as the ongoing expansion and targeted regionalization of the gastronomic offer. Communicatively, this strategy is underlined by attention-grabbing marketing cooperations such as the Puls4 success format "2 Minuten 2 Millionen" and the resulting "Start-Up Village" as a sales platform for the trendiest Austrian start-ups. Or through event concepts such as the "Design Stage", where around 100 Austrian designers and creatives are offered the opportunity to present their latest creations and designs.
2021 was marked by numerous new openings: In addition to the focus on local retailers, the selection of top international brands was further increased, some have been added, others have expanded shop areas into flagship stores. In the Westfield Donau Zentrum, for example, stores from Xiaomi, Mister Spex, Bosch, Läderach and Wellensteyn have been added. The Hervis store has been completely rebuilt and an expansion of Foot Locker will follow shortly. After the reopening of John Reed Fitness in 2021, Fitinn's gym will also undergo a refurbishment this year. Westfield Shopping City Süd has reopened stores by Kult, Bauli and Dyson. The stores of Rituals and Thalia have been expanded to flagship format. In addition, the Austrian brands Morawa and Bergspezl will also present themselves with new shops in the future.
Both centers were also able to score points with an upgrade of their gastronomy offerings with traditional Austrian brands and innovative international concepts. In Austria's largest shopping centre - Westfield Shopping City Süd - the Schlumberger Sektbar underwent a redesign last year, with new branches from Tauber and from mid-February from Radatz. Radatz also presents itself in the Westfield Donau Zentrum with a new store design and a new Ströck branch will soon be moving in. In addition, Sisi Bräu, where traditional Viennese cuisine is served in a chic ambience - as well as the internationally successful fast food concept Spartan, which inspires with Greek cuisine, have also settled. In addition, Kennys Poke has now also added the trendy Poke Bowls to the gastronomic offer in Vienna's largest shopping center.