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Retail is changing
Translation of an article that appeared in Finance on 22nd October 2012
Retail is changing
Autor: Jacqueline Stuart
E-pošta: js@sloveniainvest.eu
I visited Bucharest at the end of September to participate in the ICSC’s first retail conference for south-east Europe. It was truly inspirational to see the latest trends in shopping centre design, centre management and retail marketing.
It crystalized in my mind how far retail in Slovenia has to go. There has been so little competition for so long that developers and owners of malls simply do not have to work to get shoppers through the door. Marketing campaigns are basic and typically consist of a newspaper with special offers. Centre events are often lacklustre affairs such as photographic displays. This will of course change.
INCREASED COMPETITION COMING SOON TO LJUBLJANA
There are many pipeline schemes in Ljubljana. The current retail space will increase by approximately 150,000m2 when all the new schemes eventually come on line.Emonika plans to open its doors in Spring 2015. Interspar Šiška is hoping for building permission soon. Supernova Rudnik will extend by 25,000m2 as soon as sufficient pre-lets are in place. And Stožice will be rescued, and bring some additional retail space to market but perhaps not the 55,000m2 originally planned. Existing Ljubljana retail developments will not only face competition from new schemes, but also from internet shopping. Goldman Sachs predicts that worldwide e-commerce sales will reach $963 billion by 2013, growing at an annual rate of 19.4%. This presents a real threat to the owners of retail space and shopping centres will have to become places to do things whilst online retailers will be where you go to buy things. Shopping centres will increasingly become places for ‘retailtainment’.
The retail environment will heat up considerably when the new space in Ljubljana becomes available. The number one priority for developers of shopping malls is to design and build something that is attractive enough to get shoppers in. For the retailers, the number of shoppers in the mall is key. This is known as ‘footfall’. The number of transactions in the centre depends largely on the number of shoppers. The owners of malls receive not only fixed rent from retailers, but also turnover rent – a small share of their sales. Footfall is therefore directly connected to the value of the property. The second most important factor is tenant mix, but that is a subject for a separate article.
GOOD DESIGN IS ESSENTIAL
Leisure elements in shopping centres are becoming increasingly important, as malls become places to meet and interact with friends, rather than pure shopping destinations. Europeans are demanding more leisure time and more from their leisure time. Most shopping centre developers embraced this concept a while ago and there are now many malls in Europe with multiplex cinemas. However a multiplex cinema is now not enough to guarantee numbers as so many malls have them, and the boundaries are constantly being pushed. Now children’s adventure playgrounds and climbing walls are considered essential for new developments. Some are even introducing petting farms for kids. One amazing retail centre is the Dubai Mall, developed by Emaar Properties. It has half a million square metres of retail space, 10 times the size of Citypark in BTC. The centrepiece of the mall is an aquarium and underwater zoo with more than 33,000 living creatures including sharks and rays housed in an overhead 270 degree acrylic walkthrough tunnel. The Dubai mall attracted 54 million visitors in 2011.
Nice, comfortable coffee shops and food outlets in good locations are increasingly important, as malls become places to meet and interact with friends and family. It is no longer simply about a shopping experience. Food courts are increasingly popular with a number of different takeaway units around a central shared seating area. These work well for both consumers and developers, the shoppers have multiple choices, such as salad bars, pasta outlets, sandwich bars, burgers and ethnic food. Because these food outlets share a common seating area, the developers achieve a higher rent per m2.
SOUNDS AND SCENTS
Some retail developers are going even further and bringing sound specialists in to create soothing retail environments. Retailers in Glasgow airport saw between 3 and 10% increase in sales after a calming birdsong soundtrack was introduced to public areas. Specialist scent consultants can provide scent air triggers outside a store to lure the customer in, and aromas inside the store that match the customer profile. Ambient scenting has been shown to make people stay longer in fragranced areas, and the longer they stay the more likely they are to purchase.
BOXPARK
One amazing new development is Boxpark in London’s fashionable Shoreditch. Shipping containers have been stripped and refitted to create unique, low cost, low risk ‘Box Shops’. These are occupied by a unique mix of international and UK fashion designers and lifestyle brands, galleries and Cafes. This is the world’s first ‘Pop-up mall’ – as its basic building blocks are moveable. Creator Roger Wade says, ‘I was always fascinated by shipping containers – the idea of Boxpark was a fusion of many personal ideas over time. I wanted to create something on a grand scale by using shipping containers and offer retailers short leases, versatility and cost-effective retailing that made sense – the antithesis of the out of town shopping mall. And at the same time a place where the kids could just hang out and have fun’.
CENTRE MANAGEMENT AND MARKETING
Sam Kirk, Director of leading specialist firm BCI Design, comments, ‘The future retail experience must be events driven with cultural and sporting programmes that are executed by the best centre management teams. From catwalk fashions shows promoting local talent, farmers markets selling the best locally sourced fresh products, retro furniture and antiques markets, musical events to classic car rallies’.
Westfield shopping centre in London has embraced this idea with regular theme events. They will celebrate a travel event from 26th to 28th October sponsored by Virgin travel, showcasing travel media, travel agents, tourist destinations, airlines, and holiday fashion retailers. The event will be enhanced with the presence of Olympic snowsport athletes, photography classes, and advice from a bootcamp specialist on getting fit for a winter sports holiday.
SOCIAL MEDIA AND MARKETING
Social media is becoming increasingly important in shopping centre marketing. Westfield shopping centre has an amazing 225,000 likes on their facebook page. Mall of America’s facebook page has over 400,000 likes. The owners of malls are finding this a cost effective way of getting their messages across to people who are genuinely interested in their offer. However the key to really effective retail marketing is flexibility. Francesco Terra of global developer Sonae Sierra reports that they are now using their marketing budget in Greece to provide petrol vouchers to people who visit the mall. Consumers are so cost conscious during these times of austerity that numbers were dropping because of the expense of getting to the mall.
Competition is the Mother of innovation and we can expect big changes in Ljubljana’s retail scene in future with the arrival of new schemes.
Jacqueline Stuart is a Director of S-Invest.
Little change expected next year
Translation of an article that appeared in Finance, 17th December 2012
Little change expected next year
Author: Jacqueline Stuart
E: js@sloveniainvest.eu
The real estate market saw little improvement this year. The reasons are more than clear. An unhealthy economic environment, credit crunch and sceptical buyers do not add up to growth or create optimism.
We cannot predict anything optimistic for the coming year. Office, residential and industrial will not see any great change. Perhaps only the owners of some hotels can be optimistic and could see interest from the emerging markets including India and China, but price will be key.
Let’s examine each asset class in turn:
More than quarter of office space in Ljubljana is vacant
There is 27% of vacant office space in Ljubljana, and this is increasing. Negligible foreign direct investment, and a stagnant economy do not create a healthy environment for growth.For every company that approaches us needing additional office space, five more want to downsize.
There is a great deal of movement in the office market at present. Most companies are aware that rents have dropped, and that they can move to superior office premises with better parking opportunities for a lower rent than they are currently paying. Many landlords pay for the fit out for new tenants, and most also offer a rent free period as an incentive. So, there has never been a better time to move office! We can expect even more movement in 2013.
Of the 250,000m2 of space currently available, 190,000m2 is in older buildings, and around 60,000m2 is in new Class A office buildings. This is a huge amount of space in a city the size of Ljubljana, with an estimated take
up of only a 40,000m2 per year. It is clear that the newer quality space will fill up at the expense of the older space. We can expect prices in newer buildings to drop slightly, and prices in older buildings to drop significantly. An interesting fact for any Company intending to move is that advertised rents in new buildings can often be discounted considerably. The landlords are unwilling to advertise lower rents as they do not want to upset current tenants who signed leases two or more years ago when rents were higher. However they are aware that the buildings have to be filled up and this will only be possible with lower rents.
Smaller offices are rented out quickly
Most of the planned office projects in Ljubljana will probably never become reality. Although there is a surplus of office around the ring road, there is still a shortage in the centre and there is sufficient demand for one new quality building. However it is unlikely that the achievable rents could support the cost of construction – even in these hard times when the few builders left are desperate for work. It is even less likely that bank finance could be obtained.
One interesting trend is the insatiable demand for tiny office spaces. We were marketing one 300m2 office space on the ring road for a year and a half without success. We convinced the landlord to lower the price slightly and offer the space as 11 individual office suites of between 9m2 and 34m2. 8 were rented out within one month, and 2 more will be occupied before the end of the year. This should probably come as no surprise. Of the 40,379 Companies registered in Ljubljana, 45% have no employees, and a further 30% have between 1 and 19 employees.
Office elsewhere in Slovenia is stagnant. There are no notable projects planned, and nothing that would indicate significant increased demand.
Retail
There is little retail space available anywhere in Slovenia with the exception of two newly completed schemes in Maribor and Nova Gorica. Velenje is the only town with significant vacant space, due to overdevelopment and increased unemployment due to Company bankruptcies. There are no new retail developments planned outside Ljubljana at present. Ljubljana has four pipeline schemes but the completion date is uncertain for all. Emonika will bring 55,000m2 of retail space to market. TriGranit, the developers, have been successfully preleasing space for some time, and they are currently at the stage of acquiring building permission. Stožice, with a 55,000m2 retail element, has been built to a shell finish but due to the bankruptcy of the developer, and difficulties in renting out all the space, it cannot be completed for the moment. Spar European Shopping Centres is planning an additional 32,000m2 development in the densely populated area of Šiška, to complement their existing successful Citypark mall. They report that they are expecting a building permit in the near future, however this project has been in planning for over 10 years already. Finally Austrian developer M2 Gruppe plans a 20,000m2 extension to their successful Supernova mall in Rudnik, but this is currently on hold until demand for retail space increases.
Because of the lack of quality retail space in Ljubljana and elsewhere in Slovenia, there is still little vacant space, even although most retailers have experienced a decrease in turnover. As a result there has been no significant change in rents. There are no major new retailers in Slovenia, and only a handful interested in entering the market. Landlords of malls report some tenants in arrears, and we can expect some changes in 2013.
Two large retail investment opportunities were recently offered to market. The Q-Landia portfolio comprises large scale malls and other retail schemes of approximately 200.000 m² GLA. The Owners report that they declined some offers earlier this year and will wait for better market conditions before actively marketing the properties again. Mercator offered two portfolios of real estate worth approximately 250m€ as a sale and leaseback, however this was withdrawn from the market pending a possible sale of the Company. This was the first time that retail investment opportunities in Slovenia have come to market since the Supernova portfolio was sold to Pramerica in three tranches, finalized in 2008. It is not the best time for such deals for a number of reasons including difficulties in obtaining debt, the current economic climate in Slovenia and investors’ focus on core CEE markets such as Poland and Czech Republic.
Industrial
Industrial is the one asset class that was not overdeveloped in Slovenia during the real estate bubble. As a result, supply and demand is more or less in balance. Although some industries are declining or relocating, others are growing. A case in point is the 29,000m2 industrial site in Črnomelj that was sold earlier this year by Danfoss to Akrapovič. Danfoss shifted production to Slovakia, and Akrapovič will use the facility to increase their output over the next years. There are other similar examples, we sold a 2,000m2 production unit in Koper that belonged to a global chemical manufacturer to a local laundry company that provides services to hotels in Slovenia and Italy. Whilst the industrial market is illiquid, there is always some movement, and 2013 is unlikely to be very different. Around 70% of industrial property in Slovenia is owner occupied, and this is unlikely to change soon.
Residential
The residential market is stable, nationally and in the capital. Prices have dropped nationally from a peak of 1,860€/m2 in 2008, to 1,649€/m2 now. Recorded transactions are up slightly at 3,105 to the end of the third quarter, compared with 3,217 in 2011.
In Ljubljana prices have dropped from a peak of 2,740€/m2 in 2008, to 2,321€/m2 now. Recorded transactions are down at 868 to the end of the third quarter, compared with 1,224 in 2011,however the fourth quarter is typically the strongest so it is possible that 2012 might end with a similar number of transactions as the previous year.
There is no reason to believe that things will change radically in 2013.
Hospitality
It is likely that more hotels in Slovenia will be repossessed by banks next year. Others will be put up for sale by the current owners as part of a debt restructuring process. This will present interesting opportunities for foreign investors. However, at this difficult moment in time few hotel developers are expanding their businesses and the buyers will be opportunistic, looking for an exceptionally good deal. Price will be key. We are currently marketing two hotels in Bled, and there has been a good response to a global marketing campaign. Interestingly most enquiries have come from people who are not existing hotel investors, from emerging markets including India and China. The sale of such assets will depend upon bank finance being available, something that is uncertain at present.
Jacqueline Stuart is a Director of S-Invest d.o.o.
Sportina turizem is selling two Bled hotels
Translation of an article that appeared in Finance, 25th Februar 2013
Sportina turizem is selling two Bled hotels
They want to acquire 7 million euro for hotel Krim and Ribno.
Sportina turizem, which belongs to a group Sportina, owned by a 23rd richest Slovenian Bahtijar Bajrović, wants to acquire Hotel Krim in Bled and hotel Ribno in Ribno, is evident from the web page S-Invest.
Price for hotel Krim is 3.9 m€ and for hotel Ribno it is 3.1 m€. The company Sportina turizem had in 2011 3.6 m€ turnover and 295 thousand € net loss. Revenues have declined in 2011 for 20%, for year 2012 the business data have not yet been revealed, they also did not want to comment the sale of hotels.
One of the hotel managers, who does not wish to be named, told us, that in Bled now for some time there are romuors that Bajrović will try to sell hotels due to poor operation. According to the land register, there are few mortgages at hotel Ribno. The company guarantee with this land, hotel and other plots in Gorenjska region for more than 12 million € of loans in Slovenian banks.
Bajrović trip to tourism
Sportina bought the hotels six years ago, when the company expanded from the retail
to tourism sector. Near lake Bled Sportina turizem owns hotel Vila Preseren, where is also a franchise cafeteria Coffee Shop. In the main company in Bajrović business empire, Sportina, despite the crisis, they managed to keep revenues at the level from 2008 or even slightly increased to just over 68 million € (in 2011), but in 2010 and 2011, the total net loss was more than 2.3 million €.
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