Global Cities Retail guide. Cushman & Wakefield 2012/2013. vienna

Transcription

1 Cushman & Wakefield 2012/2013

2 Overview Vienna s historic role as the centre of the Austro- Hungarian Empire has left the nation with an overlarge capital city, where a fifth of the population of the country resides and it remains the financial and commercial heart of central Europe. As a consequence of its proximity to Bratislava (Slovakia) and Brno (Czech Republic) there is a total potential market of 6.5 million consumers within daytrip distance. Living costs are relatively high in Vienna and this is reflected in the above average wage levels among those employed there. It is not a place for cheap shopping but does offer numerous elegant shops and quality products. There is an increasing concentration of new luxury brands in the city centre and some shopping streets have risen in attractiveness. City shopping centres have been developed at railway stations, although the city centre is facing more competition from retail parks and shopping centres on the periphery. Over the last twenty years Vienna has seen many improvements to the urban environment and is well-known as a city for a high-quality for living and working, as well as a tourist hotspot. Tourism is extremely strong in Vienna and is relatively unaffected by seasonal fluctuations. The principal tourist attractions in the city lie within the central ring road and surround the prime retail area.

3 Overview 1.73million Population 11.4million Bed-nights in Vienna (2011), with some 44 % of the guests in 2011 being from Germany, Italy, USA, Russia and Japan 39,600 per person p.a. Strongest purchasing power in Vienna s 1st district 1.5million People on Thursdays and Saturdays in Vienna s shopping streets (2012)

4 Key Retail Areas & Streets CITY CENTRE The prime central retail district in the heart of the old city of Vienna comprises the pedestrianised streets of Kärntner Straße, Graben and Kohlmarkt; the Golden U. It is soon to be enlarged by the neighbouring Golden Quarter at Tuchlauben and Am Hof, and will include the new Park Hyatt Hotel. These main streets are on the tourist routes for central Vienna and also form the focus of tourist shopping in the city. Kärntner Straße is the preferred location for fashion chains such as H&M, Esprit, Forever 21, Benetton, Zara, Mango, Humanic, Geox and Palmers. Also present on the street is a 18,000 sqm Peek & Cloppenburg. The neighbouring Kaufhaus Steffl department store is now focusing on luxury brands to differentiate itself from Peek & Cloppenburg. The street can see pedestrian flows of some 4,800 visitors per hour on Saturdays. More specialist local and international jewelers and luxury fashion brands such as Rolex, MontBlanc, Lacoste, Hermes, Escada and a new Versus Versace store characterize Graben, running west from Stephans Platz. It sees some 3,600 visitors/hour on Saturdays. Kohlmarkt, a short street linking Graben and the Hofburg. It is home to the haute couture houses and jewelers, including international luxury brands such as Burberry, Gucci, Salvatore Ferragamo, Tiffany & Co, Tommy Hilfiger, D&G, Diesel and Bulgari. Footfall is relatively lower at around 1,600/hour on Saturdays. Tuchlauben ( Golden Quarter ), a new luxury department store development (11,500sq.m) is due to open in Once completed it will extend the luxury shopping area from Kohlmarkt into Tuchlauben Straße and will provide new flagship stores for Louis Vuitton, Armani, MiuMiu and Prada.

5 Key Retail Areas & Streets MARIAHILFER STRASSE Outside the central district the main shopping street is the highly accessible and long Mariahilfer Straße. Retail units tend to be larger than in the city centre amounting to a total of 185,000sq.m of retail space. Footfall is high at 6,000 per hour. Many units are occupied by international retailers such as Starbucks, McDonalds, Peek & Cloppenburg, Zara, Mango, Esprit, Benetton and Forever 21. The street is also home to Gerngroß. The street targets the mass market, though attracts new and trendy shops in the surrounding streets, particularly Neubaugasse. The former LaStafa department store (8,000sq.m) is planned to have a new concept with two large retailers. SHOPPING CENTRES Vienna s transport infrastructure is undergoing a massive modernization, with the final reorganization of the international and regional accessibility by train occurring in 2013/2014 with the opening of the new Bahnhof Wien Mitte (28,000 sq.m retail space) and the new central through station Hauptbahnhof Wien. The third station Bahnhofcity Wien West (17,000 sq.m retail space) is fully leased and opened in Outside the city centre the most important shopping centres are the urban Donauzentrum (120,000 sq.m) and Shopping City Süd (176,000sq.m) in Vösendorf (nearby the city); both are owned by Unibail Rodamco. Each has an entertainment center (Cinema, Food Court) and they are the most important shopping centres in the city. They are also usually the first port of call for market entry in Vienna. Shopping Centre G3 Shopping Resort Gerasdorf (70,000 q.m) at the northern city border should be open by the end of 2012.

6 Key Retail Areas & Streets market overview Data as of August 2012 KEY AREAS/ STREETS/SHOPPING CENTERS CONSUMER PROFILE MAJOR RETAILERS PRESENT NEW ENTRANTS TYPICAL RENT FOR UNIT OF 200 SQM RANGE OF UNIT SIZES Kärntner Straße Young fashion H&M, Zara, Mango, P&C Forever 21, Esprit EUR 600,000 p.a sqm Graben Luxury Hermes, Rolex, Escada, Zara Versus Versace EUR 720,000 p.a sqm Kohlmarkt Luxury Gucci, Hilfiger, D&G, Tiffany Monclear EUR 840,000 p.a sqm Tuchlauben-Golden Quarter Luxury Louis Vuitton, Prada, Armani Open 2013 EUR 720,000 p.a sqm Mariahilfer Straße Mass-Mid market H&M, Zara, Mango, P&C Forever 21, Geox EUR 432,000 p.a sqm Favoritenstraße Local residents, mass market NewYorker, Vögele, McDonalds Discounter EUR 120,000 p.a sqm Donauzentrum Mass-Mid market H&M, Zara, Mango, MediaMarkt Hollister EUR 432,000 p.a sqm Shopping City Süd Mass-Mid market H&M, Zara, Mango, Saturn, Ikea Bershka EUR 432,000 p.a sqm

7 Food & Beverage Vienna s food and beverage offers a vast range of cuisines from the typical Viennese Beisl (tavern) to more luxurious gourmet restaurants. The sector remains highly fragmented with independent operators dominating, though there are a number of domestic and international operators with successful chains. Coffee houses are common in Vienna, both more traditional Viennese operators including Aida Café with over 25 outlets throughout the city, and international operators such as Starbucks which is of the top coffee to go operators with some 12 outlets in all the top locations (including Kärntner Straße and Mariahilfer Straße) in the city. The Austrian Coffeeshop Company is a domestic operator with some stores in Vienna. The German company Eduscho with its Tchibo cafés is also present. market overview KEY AREAS City Centre (Golden U) Museums Quartier Naschmarkt/ Freihausviertel CONSUMER PROFILE Local residents, workers, tourists Local residents, workers, tourists Local residents, workers, tourists food & beverage operators including McDonald s, Starbucks Glacis Beisl, Café Halle, MQ Daily, Corbaci Nenis, Nordsee, Deli, Nautilus, Strandhaus, Umar, Szigeti, Amacord, Point of Sale, Zweitbester Data as of August 2012 RENT FOR 350 SQM UNIT N/A N/A N/A The US-owned McDonald s Österreich with its eponymous burger fast food brand McDonald s as well as its specialist coffee shop brand McCafé is well established across the city. Other international operators in the fast food sector such as Burger King and KFC are less well represented. The new train station shopping centres have been attracting new fast food concepts, for example the German Self Service bread and snack shop Backwerk is now very popular and represented in shopping centres. Do & Co (a high end Austrian caterer and luxury restaurant) has a new snack concept called McHenry and Demel is expanding its well-known format Trzesniewski (sandwiches) in a number of shopping centre. Duran, Tauber Brötchen and Baguette are other similar concepts. Spar has a new, smaller concept named Spar Gourmet, also offering warm snacks in tourist and office locations. Nordsee, the Austrian Fish Restaurant chain has extended its range and now also offers seafood buffet and catering in many shopping centres around Vienna. In the casual dining sector TGI Fridays has just one restaurant and Akakiko is an expanding easy Japanese restaurant chain across Vienna. Karmelitermarkt Trendy, Skopik & Lohn N/A

8 JOHN STRACHAN Global - EMEA Ph: Portman Square London, England W1A 3BG [email protected] MATT WINN Americas Ph: Ivan Allen Jr. Boulevard, Suite 700 Atlanta, GA [email protected] SANJAY VERMA Asia Pacific Ph: /F The Headquarter Building 168 Xizang Zhong Lu Shanghai, China PRCi [email protected]