17 October 2017 – Expansión
Fashion labels such as Sonia Rykiel, Oliver Peoples, Tesla and Audemars Piguet are arriving on the main shopping streets of the Madrilenian neighbourhood of Salamanca, with their first stores in the Spanish market.
The Spanish real estate market is enjoying good times, with investors interested in buying assets and commitments from all kinds of brands to open stores on the country’s main shopping thoroughfares. This interest is very apparent in the Madrilenian neighbourhood of Salamanca, the capital’s luxury shopping area, with the arrival of numerous new brands, such as the car firm Tesla (…).
The exclusive brand behind the 100% electric cars has taken over a store on Calle Serrano in Madrid, just a stone’s throw from Puerta de Alcalá, as Expansión revealed on 2 September. Specifically, Tesla has leased a 275 m2 store, at number 3 on the famous street along the Golden Mile (…).
“The Golden Mile in Madrid is a sought-after area for the majority of the luxury brands that decide to move to the capital. This means that sections (of the street) that were less appealing until now, such as the uneven side of the road and the bottom section of the street, no longer have as much availability as they used to in previous years. Examples of this are the case of Tesla at number 3, and Malababa at number 8”, explain sources at the consultancy firm Ascana.
Tesla and Malababa are joining Kenzo and Audemars Piguet, the latest luxury brands to open stores on the famous Madrilenian thoroughfare (…).
Other sought-after streets
The commitment to the luxury market does not end on Calle Serrano (…). Adjoining streets, such as Calles Ortega y Gasset, Lagasca and Claudio Coello are also welcoming new international brands. “The interior of the Salamanca neighbourhood has seen the departure of traditional businesses, which cannot afford the current rental prices, and their replacement by premium brands. Not all of the brands can afford to pay for a store on the best stretch of Serrano; such premises are only available to 10% of firms”, says Ignacio Acha, Associate Director of Retail & High Street at Cushman & Wakefield.
“Claudio Coello is continuing to consolidate its position as one of the main thoroughfares in the Salamanca neighbourhood. Several brands are planning to open stores on that street, such as Sonia Rykiel, at number 79, Max Mara Weekend at number 63 and Pedro Miralles, at number 58″, say Ascana’s sources (…).
For brands like that, a store on Serrano or Ortega y Gasset is very expensive. The difference in price between the best store on those streets and on Claudio Coello could be up to three times”, says the Partner at C&W, the consultancy firm that has advised Sonia Rykiel on its operation.
In addition to the upcoming store openings on Claudio Coello, Ortega y Gasset has been selected as the location of choice by another international brand for its debut in Spain. Specifically, the glasses firm Oliver Peoples, owned by the luxury Luxottica group, has taken over the premises on c/Ortega y Gasset, 4, where it will open its first store in the country.
Original story: Expansión (by Rocío Ruiz)
Translation: Carmel Drake