Spain’s Shopping Centres Reinvent Themselves As Leisure Mega-Resorts

23 October 2017 – Expansión

Star asset / The boom in e-commerce and change in consumer habits are revolutionising the traditional concept of retail. Offering new experiences and turning their properties into iconic spaces are some of the maxims of the owners of shopping centres.

Much more than retail spaces. The new generation of shopping centres is evolving to incorporate a leisure concept for the whole family and to adapt to the demands of the millennials. Aquariums, artificial lakes, ski resorts, diving pools; everything fits into these new megaresorts designed for leisure, experiences and shopping.

“We have to implement new concepts, but without taking our eye off the ball in terms of the retail mix”, explain sources at Unibail-Rodamco, the largest listed commercial real estate company in Europe, which owns 13 centres in Spain, worth more than €3,500 million, and which plans to invest an additional €650 million in the country between now and 2024.

“We have introduced the DEX (Dining Experience), which aims to revolutionise restaurant spaces in shopping centres through a combination of architecture, design and leisure to offer a multi-sensorial experience”, explain the sources. They are adamant that “physical stores are not incompatible with e-commerce. In fact, we are seeing lots of the companies that originated in the digital environment now looking for physical points of sale. Amazon has opted to sell through physical stores with its acquisition of Whole Foods in the USA. We have also seen the same thing with Hawkers, the sunglasses brand, which recently opened its first physical store in Madrid”.

“Shopping centres are having to evolve to adapt themselves to the new needs and wants of customers, combining technology, multi-channels and experiences to reach more demanding end consumers”, explains Luis Lázaro, Head of the Shopping Centre division at Merlin Properties, which plans to invest €100 million over the next few years in both modernising the image of its centres as well as in updating its commercial offer.

José Manuel Llovet, Director of Retail at Lar – which owns 14 shopping centres in Spain – explains that the Socimi is working on improving the customer experience. “We are investing more than €60 million in Capex to adapt and modernise our centres, improve services and experiences, as well as implement the omnichannel strategy”.

Sources at Intu, owner of Puerto Venecia (Zaragoza), Intu Asturias (Asturias) and Xanadú (Madrid), which also has several important projects underway, say they use the shopping resort concept as the formula for attracting consumers, turning shopping centres into “tourist and leisure attractions”, and adopting a strategy of fewer operators with larger surface areas.

Meanwhile, Sociedad General Inmobiliaria de España (Lsgie) inaugurated Plaza Río 2 on Friday. One of the main features of that centre, located on the banks of the Manzanares River (Madrid) is its Mirador (lookout), which they define as “the best restaurant terrace in the capital” (…).

Carolina Ramos Alcobía, Director of the Shopping Centre Leasing department at Aguirre Newman, points out that Spain is promoting a model that moves away from the traditional shopping centre. “The trend is moving towards an aesthetics of open shopping centres, which are more like small towns or urban shopping centres; moreover, that concept is very highly favoured by the Spanish climate. The key is to get away from the stress associated with hectic, uncomfortable shopping centres” (…).

According to Ramos, “we are undoubtedly witnessing the largest transformation of shopping centres since they first opened in Spain, almost forty years ago. If they don’t spruce themselves up, they won’t survive” (…).

Investor appetite

In terms of investment (…), according to Javier García-Mateo, Real Estate Partner in Financial Advisory at Deloitte, “a voracious appetite exists for medium-sized shopping centres, which we have not seen for more than ten years”. According to data from Deloitte, so far this year, investment in shopping centres amounts to €2,300 million. In 2016, investors spent €3,769 million buying shopping centres in Spain, almost doubling the figure recorded in 2015 (…).

Original story: Expansión (by R. Arroyo and M. Anglés)

Translation: Carmel Drake

Flagship Stores Become The Bastion Of Large Retailers

19 October 2017 – Expansión

The unstoppable rise of e-commerce, the tsunami of digitalisation and the new buying habits of consumers have revolutionised the retail sector forcing operators to adapt to the new times to stay competitive.

The e-commerce sector is now turning over €24,000 million per annum in Spain, with a growth rate of 20% p.a. In this context, consumers are increasingly using the internet to manage their purchases, resolve queries and optimise their visits to stores. As such, they are visiting stores less frequently but they are spending more time there when they do go, according to a report from CBRE about the retail sector.

In this context, large international brands are backing the flagship store model as a gateway into Spain; and operators that have traditionally based themselves on the outskirts of cities are now moving into flagship stores in the centre. By way of example, the French firm Kiabi opened a store on Paseo de Gràcia a few months ago. In the same way, operators who have traditionally had stores in retail parks are now making space for themselves in the city centre, such as Media Markt, which opened two stores in the centre of Barcelona in 2016. Before the summer, the electronics firm also opened its new its flagship store in Plaza del Carmen, Madrid, just a stone’s throw from Gran Vía.

Ikea is joining this trend too, with a store on Calle Serrano; as is Leroy Merlin, which is planning to open a shop on Calle Fontanella, next to Plaza de Catalunya in Barcelona

Interest in Spain

“Physical stores are still the favourite channel for consumers, but it is harder to get people out of the house. To attract them, retailers are opening large flagship stores focused on the shopping experience and expanding the range of services, supported by new technologies that allow marketing strategies to be customised”, explains Gonzalo Senra, National Director of Retail at CBRE España (…).

Given the interest from large brands in Spain and encouraged by the upwards cycle of the economy and the improvement in consumption, many overseas institutional investors have decided to back the Spanish market. For example, the US investor Hines has purchased four important prime premises in Madrid and Barcelona in the last year.

These types of investors are the main buyers of flagship stores in well-located premises, involving investment volumes of more than €20 million. Moreover, sources at the consultancy firm have noted a change in the trend in this market with the entry of several insurance companies bidding for large prime assets.

By contrast, the market for smaller acquisitions is dominated by Spanish private investors and family offices – they tend to be particularly interested in assets worth less than €10 million.

Overall, investment in high street premises amounted to €800 million in 2016. The rate of investment continued during the first half of this year, with an investment volume of €515 million, according to data from the consultancy firm (…).

The high level of demand has accentuated the typical shortage of well-positioned products and resulted in a reduction in returns. According to the report, the downward trend in yields continued in 2017 to reach 3.25% in some cases for the most prime products in Madrid and Barcelona (…).

Original story: Expansión (by Rebeca Arroyo)

Translation: Carmel Drake