Germany’s capital has developed into one of the country’s most sought after retail destinations. Berlin’s retail landscape is vast and, most of all, diversified. National and international shoppers can find anything in Berlin: from mass consumption to luxury brands, from designer stores to second hand. Berlin has it all.
Due to its history, most of all as divided city, Berlin has not one prime pitch, but many. The retail landscape has a polycentric structure and the most important retail pitches are distributed among several locations. Kurfürstendamm, and Tauentzienstraße constitute the western centre, while Friedrichstraße, Hackescher Markt and Alexanderplatz are in the east. Moreover, strong retail pitches can be found in most of Berlin’s city districts, catering to the local community and offering a wide range of products. Good examples would be Wilmersdorfer Straße in Charlottenburg and Schloßstraße in Steglitz.
In addition to bustling high street retail, the capital’s shopping scene is characterized by a high density of shopping centres. Currently, more than 40 malls in excess of 5,000 sq.m GLA are located in the market.
Due to the large population and the high number of tourists, it is unsurprising that the retail landscape is characterised by the near-ubiquity of shopping centres. The most renowned centres are Potsdamer Platz Arkaden (48,000 sq.m), Alexa at Alexanderplatz (56,200 sq.m), Gropius Passagen (98,700 sq.m) and Boulevard Berlin (64,000 sq.m). The Mall of Berlin opened in September 2014, at the historical Leipziger Platz, as the second-largest shopping centre in the city with some 76,000 sq.m of mall GLA. Another grant shopping centre opening was that of Bikini Berlin. The 25,000 sq.m. refurbishment of former Zoobogen, located in the heart of Berlin’s City West close to Kurfürstendamm and Tauentzienstraße, adds more excitement to Berlin’s retail landscape.
Kurfürstendamm and TauentzienstraßeKurfürstendamm 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. Although some luxury retailers have moved to Friedrichstraße in Berlin’s Mitte submarket, Kurfürstendamm has been able to maintain its position as the top luxury destination in Germany’s capital.
FRIEDRICHSTRAßEIn Friedrichstraße, the high-profile Galeries Lafayette and art-deco-style Quartier 206 provide a pleasant contrast to mass consumption shopping. Latest entrants to this vibrant shopping area are Paul Davis and Karl Lagerfeld. Other tenants like Lacoste, Hugo Boss, Louis Vuitton, Gucci complete the picture of Friedrichstraße as one of Germany’s most favoured locations for luxury goods.
KURFÜRSTENDAMMThe western strip of Berlins famous Kurfürstendamm traditionally is a top location for luxury retailers and is visited by many tourists and local affluent customers. Latest entrants are Porsche Design and star coiffeur Udo Walz – also hairdresser of Germany’s Chancellor Angela Merkel. Kurfürstendamm is home to brands including Hermès, Yves Saint Laurent, Valentino, Rolex, Mulburry and Bottega Veneta.
AlexanderplatzAlexanderplatz 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 mixed-premium to mid-market. Over the past few years new developments especially those of Alexa Shopping-Centre, the new Kaufhof department store, the reburbishment of former Saturn and the completion of mixed-use complex Alea 101 have given the location a boost in retail attractiveness. Moreover, Primark’s move to Alexanderplatz has strengthened it as a retail destination and so did the opening of 6,000 sq.m sports store by French retailer Decathlon in Rathauspassagen.
Hackescher MarktThe 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 a favoured location for high-end retailers and fashion designers offering trendy and creative products for young, urban customers. Hackescher Markt is not only a trendy location for locals, but is also highly frequented by tourists from around the globe.
Wilmersdorfer StraßeWilmersdorfer Straße is the only pedestrian zone among Berlin’s top locations. Large scale retailers such as Karstadt, C&A, P&C and TK Maxx department store set the tone of the retail scene in this area as much as Wilmersdorfer Arcaden shopping centre. Several shops in the lower price segment in combination with the other diversified retailers create a wide range of shopping opportunities for their customers whose shopping focus is on the mid-market segment.
SchlossstraßeSchlossstraße is Berlin’s only top location apart from City West, City East and Friedrichstraße/Mitte. Located approx. 5km South of Kurfürstendamm in Berlin’s well-established Steglitz city district, Schlossstraße is one of Berlin’s largest retail destinations with over 200,000 sq.m of shopping space. Over the past few years, the refurbishments of the Karstadt and C&A department stores plus the opening of the Boulevard Berlin shopping centre has boosted the overall attractiveness of this well-established retail location. International coffee chain Starbucks is one of the latest entrants to this bustling retail stretch. Japanese fashion retail Uniqlo plans to open its third Berlin store in Schlossstraße.
GROPIUSSPASSAGENGropiuspassagen is the largest shopping centre in Berlin (with 98,700 sq.m mall GLA). The building has 3 storeys, accommodating 180 stores and several restaurants. The centre is currently being refurbished, but is open and running. Parts of Gropiuspassagen are to be positioned as a fashion mall. A new gastronomy concept is planned. The centre has its own subway-station and provides 2,100 parking lots in three different parking deck buildings. Main tenants are Galeria Kaufhof, Kaisers, Media Markt, Kaufland and Peek & Cloppenburg.
Mall of BerlinBerlin’s second-largest shopping mall was opened in the heart of Berlin near Potsdamer Platz in 2014. Mall of Berlin has some 76,000 sq.m shopping mall GLA and comprises two historical building complexes linked via a grand hall. Modern interior architecture and upscale design attract locals and tourists alike. The centre clearly focuses on the medium to upscale segment. The mall currently has some 250 retail stores and various gastronomy offerings and is at the heart of a major mixed-use complex which also comprises hotel, residential and office use. Main tenants are P&C, Hugo Boss, Bershka, 1-2-3, Hollister, Guess, Karl Lagerfeld, Rich&Royal, Coco California.
BOULEVARD BERLINAfter a four-year refurbishment period Boulevard Berlin opened in Q1 2012 and is the third largest in Berlin (64,000 sq.m shopping mall GLA). It is located in Steglitz, one of Berlin’s main sub-centres. There are 150 shops, restaurants and a fitness centre, accommodated on four storeys. Karstadt (25,000 sq.m.), Saturn (10,000 sq.m. on 3 floors) Holmes Place (4,000 sq.m.) and Karstadt Sports (also some 4,000 sq.m.) are the anchor tenants.
Bikini BerlinBikini Berlin is one of the capital’s most innovative shopping centres. The 25,000 sq.m. refurbishment of the former Zoobogen is located near Tauentzienstraße and embraces modern, almost minimalistic architecture and pop-up retail. The mall is home to international and local fashion designers, many new to the German retail landscape, and offers high quality leisure space and new gastronomy concepts.
|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.||Desigual, Adidas, Puma,Benetton, P&C, KaDeWe, Uniqlo, Mango, Zara, Bershka||Porsche Design, Udo Walz, Pronovias||255||80 - 4,000|
|Kurfürstendamm (“Ku-Damm”)||Eastern strip is characterised by mass consumption, the western strip is traditionally a top location for luxury retailers.||Burberry, Louis Vuitton, D&G, Prada, Hugo Boss, 7 for all mankind, H&M, C&A||Porsche Design, Udo Walz, Pronovias||220||100 - 400|
|Alexanderplatz||Location with the highest future potential. The Alexa shopping centre has given the location a boost in retail attractiveness, as has Alea 101.||Saturn, Primark, Esprit, Ann Christine, Promod, TK Maxx, C&A||Primark, Decathlon||170||100 - 4,000|
|Friedrichstraße||Focused on mid to upscale retail. Some luxury brands have moved from Kurfürstendamm to Friedrichstraße or established a second store here.||H&M, Zara, Gina Tricot, Stefanel, Lacoste, Gucci, Crabtree & Evelyn, Emporio Armani Bally, Louis Vuitton||Cadenzza Napapijri & Other Stories Paul Davis||135||100 - 600|
|Hackescher Markt||Hot-spot for international fashion brands and youth-oriented labels.||Scotch & Soda, Adidas, HugoBoss, Monki, ElGanso, Strellson, MaviJeans, Weekday, Drykorn, Fred Perry, COS, Desigual||Hallhuber Armor Lux Auerbach Stefanel Versace Wrangler||130||100 - 400|
|Schloßstraße||Berlin’s only top location outside the CBD.||Karstadt, H&M, Sport Scheck, Mango, Orsay, P&C, Primark||Starbucks||85||100 - 3,000|
|Wilmersdorfer Straße||Only pedestrian zone among Berlin’s top locations.||Karstadt, C&A, P&C, TK Maxx||11teamsports||75||100 - 3,000|
Data as of August 2015
The food and beverage landscape in Germany’s capital is as diverse as its retail scene. Next to countless cafés you can find any type of food in any quality. From Turkish kebabs to Jamaican/European fusion cuisine, from simple dishes to 7-course dinners at a Michelin-starred restaurants.
There are 15 restaurants in Berlin currently holding at least one Michelin star. The capital thus leads the national ranking ahead of Munich (11) and Hamburg (8). The five top restaurants in Berlin which have recently been awarded two Michelin stars are Lorenz Adlon Esszimmer in Hotel Adlon Kempinski by Hendrik Otto, Reinstoff by Daniel Achilles located in the Mitte submarket, Fischers Fritz by Christian Lohse near the Gendarmenmarkt,Tim Raue located in the Rudi-Dutschke-Straße in Kreuzberg and Facil by Michael Kempf located in the Potsdamer Platz area.
With Berlin being a hot spot for the media and particularly the film 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 5,000 cafés, restaurants and bars on its webpage. Many of these 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, Barcomi’s, Einstein, Coffeeshop and World Coffees. Starbucks entered the Berlin market a couple of years ago. Their most well-known store in Berlin is located at Hackescher Markt.
The number of chain restaurants is rising slowly. The most well-known of these are Vapiano, Block House, Maredo and Coa. As in many other German cities, burger restaurants are very popular and a number of chains operate in Berlin, including Hans im Glück and Schiller Burger.
International food and beverage operators in Berlin include McDonald’s, Burger King, Subway, Häagen-Dazs and Dunkin Donuts.
A hotspot for international tourists is the area around Potsdamer Platz and particularly the Sony Center. Various bars and restaurants complete this vibrant area which is also well-known for its entertainment facilities including Cinestar Imax, Legoland Discovery, Stage Theater am Potsdamer Platz and the Stage Bluemax theater.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING|
|Potsdamer Platz||Potsdamer Platz with its Sony Center and Potsdamer Platz Arkaden is a shopping and entertainment hotspot. Chains and gourmet restaurants such as FACIL are located here.||Desbrosses, FACIL, Coa, Vapiano, Maredo, Sushi Express, Dunkin’ Donuts, Andy’s Diner Bar, Corroborree, Josty, Lindenbräu, Billy Wilder’s, Midtown Grill, Mesa|
|Gendarmenmarkt||Affluent shopping and dining area. Highly frequented by politicians, celebrities, tourists and locals. Mixed restaurant landscape.||Borchardt, Aigner, Lutter & Wegner, Malatesta, Fassbender & Rausch, Quchnia, Amici, Maredo, Café Konzerthaus, Löwenbräu|
|Hackescher Markt||Urban and trendy. Fashion and retail destination for tourists and locals. Many restaurants catering to tourists. However, some exclusive restaurants also in the area.||Pauly Saal, Dos Palillos, Oxymoron, Barcomi’s, Lutter & Wegner, Weihenstephan, Rocco, Maredo, Caras, Curry 61, Meilenstein, Oliva, Romeo und Julia|
|Kurfürstendamm||Kurfürstendamm is highly frequented by shoppers and tourists. Next to Potsdamer Platz it is the area with the highest chain restaurant penetration, however some fine dining restaurants are also located here.||44, Ottenthal, Kempinski-Grill , Neni, Hard Rock Cafe, Vapiano, Sushi Circle, Maredo, Block House, Vapiano, Mc Donald’s, Dunkin Donuts, Subway|
Data as of August 2015