MIPIM 2019 (24.1 MB)

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SHOPPING CENTER
Trend 6
CLOTHING RETAILERS
LEAD WITH EXPANSION-
ORIENTED DISTRIBUTION LINES
Shopping Center Vienna 2018
… PROPERTY GLA
Donauzentrum 1220, Wagramer Straße 81 123,900 sqm
Auhofcenter 1140, Albert Schweitzer Gasse 6 54,000 sqm
Millennium City 1200, Handelskai 94-96 51,800 sqm
Huma Eleven 1110, Landwehrstraße 6 50,000 sqm
Lugner City 1150, Gablenzgasse 5-13 38,300 sqm
Shopping Center Nord 1210, Ignaz Köck Straße 1 32,000 sqm
Gerngross City Center 1070, Mariahilfer Straße 42-48 31,000 sqm
Wien Mitte - The Mall 1030, Landstraßer Hauptstraße 1C 28,900 sqm
Stadion Center 1020, Olympiaplatz 2 27,700 sqm
BahnhofCity Wien Hauptbahnhof 1100, Am Hauptbahnhof 1 23,000 sqm
Riverside 1230, Breitenfurter Straße 372 22,000 sqm
Zentrum Simmering 1110, Simmeringer Hauptstraße 96a 21,000 sqm
BahnhofCity Wien West 1150, Europaplatz 3 20,000 sqm
Kaufpark Alt Erlaa 1230, Anton Baumgartner Straße 44 18,900 sqm
Gasometer City 1110, Guglgasse 6-14 18,000 sqm
City Gate 1210, Wagramer Straße 195 17,500 sqm
Columbus Center 1100, Columbusplatz 7-8 17,300 sqm
Trillerpark 1210, Trillergasse 4 15,500 sqm
Shopping centers with more than 15,000 sqm of retail space are listed
Source: EHL Market Research, Q1 2019
Even though the stationary clothing
trade is severely affected by the online
trading of "pure players" such as Amazon,
Zalando, Universal, Otto, etc., more
than 100 sales lines are planning to
expand this year (as opposed to 162 in
2017). This development does, however,
not feature the big, popular chain stores,
but rather very small, specialized labels
or discount-oriented traders (like Kik
and Takko).
Trend 7
EXPANSION ALMOST
EXCLUSIVELY IN MALLS
AND THE HIGH STREET
93 percent of all expanding companies
are seeking sites within a shopping
centre or an inner-city high street - only
the best locations are attractive, while
anywhere else is barely worth a mention.
Additionally, 35% of the examined
sales lines are looking for locations with
less than 200 sqm of retail space, a significantly
higher percentage than only a
few years ago.
Trend 8
Trend 5
FRANCHISE ON THE RISE
After branch systems or marketing organizations
and groups (such as Intersport,
Red Zac, Garant Furniture, RingSchuh)
have shaped the retail landscape over the
last decades, it is franchise systems that
are now becoming increasingly important.
Within the clothing and gastronomy sectors
in particular, the number of sites operated
by franchisees is constantly increasing.
This is true both for large companies
such as New Yorker, Mango, Tom Tailor,
McDonald's, Burger King or Starbucks, but
also for many small, new companies that
are relying on this form of distribution.
"Austria has a surplus
of retail space."
Jörg Bitzer,
EHL Commercial Real Estate
FOOD RETAILERS
ARE UNIMPRESSED
The changes currently taking place in the
retail sector have left food retailers completely
unimpressed: the market leaders
as well as the small, specialized companies
are expanding (and have been for
years), be it cash-and-carries, supermarkets,
discounters or bakeries. Hardly
surprising, considering that the market
volume in the food trade has been rising
above inflation for many years, the
environmentally and health-conscious
consumers are buying more expensive
products and the food trade seems to
be feeling immune to the internet. The
same applies to the drugstores.
MIPIM 2019
43