Cushman & Wakefield 2012/2013 berlin
Overview Photos / quinet (above) and eliotc (cover) on Flickr Berlin has developed into one of Germany s hot spots for shoppers and retailers alike. The retail landscape of Germany s capital is vast and most of all diversified. From mass consumption to luxury brands, from designer stores to second hand Berlin has it all. Due to its history, Berlin has not one prime pitch, but many. Many hot spots are located in the former CBDs of West and East Berlin. There is Kurfürstendamm and Tauentzienstraße in the West, Alexander Platz in the East and since 1990 the retail submarkets around Friedrichstraße and Hackescher Markt have developed. In addition, most city districts have a retail destination that successfully caters for the daily and medium term needs of the greater neighbourhood. Good examples would be Wilmersdorfer Straße in Charlottenburg and Schloßstraße in Steglitz. Alongside vibrant high street retail, the capital s shopping scene is characterised by a high density of shopping centres. Total shopping mall GLA in Germany s capital amounts currently to some 1.47 million sqm. The largest mall is Gropius Passagen (98,700 sqm), followed by Boulevard Berlin (64,000 sqm) and Alexa at Alexanderplatz (56,200 sqm). Spandau Arcaden has some 50,500 sqm, Hallen am Borsigturm (48,700 sqm) and Potsdamer Platz Arcaden and Schloss Arcaden each at 48,000 sqm. With Bikini Berlin - the 25,000 sq.m refurbishment of former Zoobogen and the 80,000 sq.m shopping centre project at Leipziger Platz, Berlin s retail scene is expected to see new and exciting retail venues in the upcoming two years.
Overview 3.5million Berlin has some 3.5 million inhabitants. 20thousand The city has more than 20,000 retail facilities with more than 1 million m² GLA. 22.4million The number of visitors that stayed overnight in Berlin in 2011.
Key Retail Areas & Streets KURFÜRSTENDAMM AND TAUENTZIENSTRASSE Kurfürstendamm and Tauentzienstraße are Berlin s top locations. On Tauentzienstraße, the focus is on the southern section between Wertheim and KaDeWe. While the eastern strip of Kurfürstendamm is characterised by mass consumption, the western strip is traditionally a top location for luxury retailers. However, many of the latter have recently moved to Friedrichstraße in Berlin s Mitte submarket. ALEXANDERPLATZ Alexanderplatz is the location with the highest future potential. The retail landscape around the popular square is in an ongoing development process. This location is favoured by retailers focusing on consumers of more modest means. Over the past few years new developments especially those of Alexa Shopping-Centre and the new Kaufhof department store have given the location a boost in retail attractiveness. Primark will be the next big thing at Alexanderplatz. The Irish fashion department store plans to open a new facility in the former Saturn building. FRIEDRICHSTRASSE In Friedrichstraße, the high-profile Galeries Lafayette and Quartier 206 provide a pleasant contrast to mass consumption shopping. New entrant to this vibrant shopping street is Joe Nimble.
Key Retail Areas & Streets AROUND HACKESCHER MARKT The area around Hackescher Markt in the Mitte submarket is a hot spot for national and international fashion brands which use this location to present their latest store concepts and fashion trends. Hackescher Markt is more a location for designers and high-end retailers with an alternative appeal than for mass consumption. The French fashion retailer Sessùn lately signed a contract in this fashion hot spot. WILMERSDORFER STRASSE Wilmersdorfer Straße is the only pedestrian zone among Berlin s top locations. Karstadt, C&A and P&C department stores and the Wilmersdorfer Arcaden shopping centre dominate the retail scene. SCHLOSSSTRASSE Schlossstraße is Berlin s only top location apart from the city centre. Recent developments such as the refurbishment of Karstadt and the new Shopping Centre Boulevard Berlin, which opened in April 2012, have boosted the street s overall attractiveness. Zara Home and Primark are new entrants to this highly frequented shopping destination.
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 SQ.M RANGE OF UNIT SIZES Tauentzienstraße Focus on the southern section between Wertheim and KaDeWe. Bershka, adidas, Nike, P&C, KaDeWE, Saturn, Zara, Esprit, Calvin Klein Underwear, Fossil, Lego, Benetton, Swarovski, Puma, Mango, Douglas, Esprit, Desigual, Monsoon Rituals, Escada 280 80-4,000 Kurfürstendamm ( Ku-Damm ) Eastern strip is characterised by mass consumption, the western strip is traditionally a top location for luxury retailers. Prada, Lamborghini, Karen Millen, 7 for all mankind, Giorgio Armani, Urban Outfitters, Kookai, Rolex, Burberry, Jil Sander, Emenegildo Zegna, MarcCain, Jacadi, Valentino, Louis Vuitton, Dolce & Gabbana, Chanel Patrizia Pepe, Boggi Milano, Strenesse, Shan Rahimkhan, Brunello Cucinelli, Apple, Peuterey 240 100-400 Alexanderplatz Location with the highest future potential. The Alexa shopping centre has given the location a boost in retail attractiveness. Lacoste, EDC by Esprit, Saturn, Esprit, Tally Weijl, Tommy Hilfiger, Triumph, Media Markt, Zara, Pandora, Gerry Weber, Bench, Rituals, Lacoste, Billabong Primark 185 100-4,000 Friedrichstraße Focused on upscale retail. Some luxury brands have recently moved from Kurfürstendamm to Friedrichstraße. Wolford, Sandro Paris, Marc O Polo, Max Mara, Gina Tricot, Zara, Lacoste, COS, Massimo Dutti, Hugo Boss, Armani, Gucci, Escada, Bottega Veneta, Bally, Louis Vuitton Maje, Joe Nimble 150 100-600
Key Retail Areas & Streets market overview Data as of April 2012 KEY AREAS/ STREETS/SHOPPING CENTERS CONSUMER PROFILE MAJOR RETAILERS PRESENT NEW ENTRANTS TYPICAL RENT FOR UNIT OF 200 SQ.M RANGE OF UNIT SIZES Hackescher Markt Hot-spot for international designers and young labels. Hugo by Hugo Boss, Bench, All Saints, G-Star, Sixties, Drykorn, Princesse Tam Tam, Fred Perry, COS, Diesel Sessùn 135 100-400 Schloßstraße Berlin s only top location apart from the CBD. Recent developments have boosted the street s overall attractiveness. Karstadt, Saturn, Hollister, Cotton On, Zara, Tally Weijl, More & More, Tamaris, Esprit, Bijou Brigitte, Yves Rocher, P&C, Douglas, Leiser, Orsay Primark, Zara Home 90 100-3,000 Wilmersdorfer Straße Only pedestrian zone among Berlin s top locations. Karstadt, C&A, Peek & Cloppenburg, Wilmersdorfer Arcaden Shopping, Takko Fashion n/a 90
Food & Beverage The food and beverage landscape in Germany s capital is as diverse as its retail scene. Next to countless cafés you can find any food style in any quality. From Turkish kebab to Jamaican/European fusion cuisine, from simple dishes to 7 course dinners at a Michelin star restaurant. There are 13 restaurants in Berlin currently holding at least one Michelin star. The capital is thus leading in the national ranking before Munich (11) and Hamburg (9). The two top restaurants in Berlin which have recently been awarded two Michelin stars are Lorenz Adlon in Hotel Adlon Kempinski and Reinstoff by Daniel Achilles located in the Mitte submarket. market overview KEY AREAS Potsdamer Platz CONSUMER PROFILE Potsdamer Platz with its Sony Center and Potsdamer Platz Arkaden is a shopping and entertainment hotspot. Chain as much as gourmet restaurants such as FACIL are located here. Data as of August 2012 food & beverage operators including Desbrosses, FACIL, Coa, Vapiano, Maredo, Sushi Express, Dunkin Donuts, Andy s Diner Bar, Corroborree, Josty, Lindenbräu, Billy Wilder s With Berlin being a hot spot for the media and particularly the movie industry, many restaurants are highly frequented by international celebrities e.g. Borchardt and Grill Royal, both located in Berlin Mitte. The City of Berlin currently lists some 2,500 cafés and restaurants on its webpage. Many of them are owner occupied, but the number of chain restaurants and cafés is slowly rising. As in most German cities, the number of chain operated cafés - similar to the Starbucks concept is rapidly increasing. Berlin s most popular coffee shop chains are Caras, Balzac, Barcomi s and Einstein. Starbuck s entered the Berlin market a couple of years ago. Their most well-known store in Berlin is the one located at Hackescher Markt. The number of chain restaurants is only slowly rising. The most well known ones are Vapiano, Block House, Maredo and Coa. Gendarmenmarkt Hackescher Markt Kurfürstendamm Affluent shopping and dining area. Highly frequented by politicians, celebrities, tourists and locals. Mixed restaurant landscape. Urban and trendy. Fashion and retail destination for tourists and locals. Many restaurants catering tourist needs. However, some exquisite ones are also in the area. Kurfürstendamm is highly frequented by shoppers and tourists. Next to Potsdamer Platz it is the area with the highest chain restaurant penetration. Borchardt, Fellini, Lutter & Wegner, Malatesta, Fassebender & Rausch, Quchnia, Amici, Maredo Pauly Saal, Oxymoron, Lutter & Wegner, Weihenstephan, Rocco, Maredo, Caras, Curry 61, Meilenstein Hard Rock Cafe, Sushi Circle, Maredo, Block House, Vapiano, Mc Donald s, Dunkin Donuts, Subway International food and beverage operators in Berlin are e.g. McDonald s, Burger King, Subway and Dunkin Donuts. Millie s Cookies currently runs one store in Berlin. A hotspot for international tourists is the area around Potsdamer Platz particularly the Sony Center. Various bars and restaurants complete this vibrant area which is also well-known for its various entertainment facilities such as Cinestar Imax, Legoland Discovery, Theater am Potsdamer Platz and the Stage Bluemax Theater.
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