Hamburg is Germany’s northernmost metropolitan city and one of its most important trade and services locations. It is also one of the major media locations in Europe and has the second-largest container seaport in Europe. Although Hamburg Harbour is still an essential component of the city’s economy and the most important landmark, the tertiary sector has become the most important employer. The largest industrial companies in Hamburg are mainly focused on aerospace, health, transportation and retail. The city’s rich culture attracts more than 6.0 million visitors annually.
According to the federal statistical office Hamburg and Schleswig Holstein, the city registered some 12.0 million overnight stays in 2014, making it one of the most attractive tourist destinations in Germany. Hamburg is a favored retail destination for northern Germany as it has above average purchasing power.Similarly to Berlin, Hamburg has numerous shopping centres. Of the 25 shopping centres, distributed across the city, only Europapassage is located in the CBD. However, a number of smaller shopping galleries such as Hanseviertel, Galleria, Hamburger Hof and Gänsemarkt Passage are also located in the CBD.
Due to its history, Hamburg also has a comparatively strong retail landscape outside the CBD. Most city districts have a retail destination that successfully caters for the daily and weekly term needs of the district neighbourhoods. Good examples would be the area around Eppendorfer Landstraße, Eppendorfer Baum in Eppendorf, Ottenser Hauptstraße in Altona and Wandsbeker Marktstraße in Wandsbek.
JUNGFERNSTIEGJungfernstieg with its frontage to the Binnenalster, Hamburg’s inner lake, is probably the most popular location in the city. Jungfernstieg is easily accessible by public transport and a major subway hub. The prime pitch with its beautiful view over the Alster has long history as Hamburg’s most popular boulevard. Jungfernstieg is home to the Alsterhaus department store and retailers such as Wempe, Bucherer, Lloyd Shoes, Geox and Levi’s are located here, joined by René Lezard, Nivea and American Apparel. The Apple Store and the Vodafone flagship store on Jungfernstieg are further attractions in the western area of Hamburg’s retail CBD.
NEUER WALLNeuer Wall has always been Hamburg’s top luxury location. With an initiative to designate the area as a Business Improvement District (BID) and by giving the street a new facelift, Neuer Wall has been able to maintain its top position and boost its overall appeal to affluent shoppers. Accordingly, demand from international luxury retailers is high. Global operating luxury retailers located in Neuer Wall are e.g. Tiffany&Co., Louis Vuitton, Armani, Dolce&Gabbana and Chanel.
POSTSTRAßE/GROSSE BLEICHENIn direct proximity to Neuer Wall, in Poststraße, is the 2013 refurbished Alte Post building. Shop openings of Abercrombie & Fitch, Tommy Hilfiger and Stuart Weitzman have increased pedestrian footfall in this area. Adjacent to Poststraße is Große Bleichen with the recently refurbished Kaufmannshaus and Kaisergalerie. Große Bleichen is another top retail location in Hamburg with retailers such as Zara Home, Muji, Tesla Motors and Gärtner Möbel operating here. This already busy area is likely to see increased pedestrian flow in the long term.
HOHE BLEICHENIn the past decade Hohe Bleichen has developed into a sought-after destination for luxury retailers. The street which once registered very limited footfall has seen some major investments in public areas (e.g. pavement, squares) and buildings. The overall uplift has attracted retailers like Emporio Armani, Woolrich, Petra Teufel and Dibbern.
SPITALERSTRAßE AND MÖNCKEBERGSTRAßEWhereas the west of Hamburg’s city centre retail landscape is dominated by high-end retailers, the east, including Spitalerstraße and Mönckebergstraße, caters to the mid-market segment. The retail scene here is dominated by national and international retail brands in the mid-priced segment. Tenant change in these streets extremely infrequently.
Similarly to Berlin, Hamburg has numerous shopping centres. Of the 25 shopping centres distributed across the city, only Europapassage is located in the CBD. However, a number of smaller shopping galleries such as Hanseviertel, Galleria, Kaisergalerie, Hamburger Hof and Gänsemarkt Passage are also located in the CBD.
Europa-Passage Shopping CentreThe Europa-Passage shopping centre was built in 2006 to connect Jungfernstieg and Mönckebergstraße; the mall comprises 30,000sq.m of retail GLA and 700 parking spaces. The centre is built on split levels and is directly linked to public transport services. Among the tenants are Hollister, Wormland, Benetton, Hilfiger Denim and Hallhuber.
Alstertal EinkaufszentrumAlstertal Einkaufszentrum (AEZ) is located in the north of Hamburg and is the largest centre in town with approximately 59,000 sq.m. of retail GLA. AEZ has a modern and premium brand-orientation due to its surrounding submarkets, whose tenants include Apple, Aigner, Barbour, Boss and Hollister.
|KEY AREAS / STREETS/SHOPPING CENTERS||Consumer Profile||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT IN € FOR UNIT OF 100 SQM||RANGE OF UNIT SIZES IN SQM|
|Spitalerstraße||Mid Market||Nike, Görtz, New Yorker, s.Oliver, Lego, SIX, H&M,Esprit, Promod, Zara||& other stories||265||50 - 13,000|
|Mönckebergstraße||Mid Market||Karstadt, Saturn, P&C, AppelrathCüpper, Kaufhof, C&A, H&M, Esprit, Adidas, Stadium||Denim&Supply||240||50 - 32,000|
|Jungfernstieg/ Bergstraße||Mid Market||Alsterhaus, Apple, Vodafone Gerry Weber, René Lezard, Levi’s, Liu Jo||G-Star||165||50 - 24,000|
|Gänsemarkt/ Gerhofstraße||Mid Market||Marc O’Polo, Esprit, Pepe Jeans, Thomas I Punkt, Urban Outfitters, Superdry||140||50 - 3,000|
|Poststraße/ Große Bleichen||Mid Market, Premium Market||Abercrombie & Fitch, Tommy Hilfiger, Stuart Weitzman Tom Tailor, Zara Home, Muji, Uli Knecht||American Vintage, Granit, Elsbach Denim Library||170||50 - 24,000|
|Neuer Wall||Luxury Location||Cartier, Bulgari, Gucci, Hermès, Louis Vuitton, Chanel, Wolford, Jil Sander||Cadenzza||215||50 - 2,000|
|Hohe Bleichen/ ABC-Straße||Luxury Location||Emporio Armani, Prada, Petra Teufel, Ralph Lauren, Woolrich||Wunderkind||85||100 - 1,000|
Data as of August 2015
Hamburg’s gastronomy scene is as diverse as the city’s inhabitants and visitors. All styles of cuisine can be found in the Hanseatic City of Hamburg: from Fish, Currywurst and Döner Kebab to Portuguese specialities; from system catering to Michelin star restaurants. Due to the city’s history of being not one, but many cities and municipalities up to the year 1937, there are a number of city districts which have retained their own centres in terms of retail, cafés, bars and restaurants. Thus, there is not one spot providing a profusion of restaurants, but many.
Eight restaurants in Hamburg currently hold at least one Michelin star. The three premium restaurants in the Hanseatic City which have been awarded two Michelin stars are Restaurant Haerlin by Christoph Rüffer located in Fairmont Hotel Vier Jahreszeiten,Jacobs Restaurant by Thomas Martin located in Hotel Louis C. Jacob and Süllberg Seven Seas by Karlheinz Hauser. Whereas the first of these is located in the CBD immediately on the bank of the river Alster, the others are located in Hamburg’s western city districts Nienstedten and Blankenese with view over the river Elbe. The other Michelin star restaurants are spread across the city: e.g. from Ottensen, the CBD to Eppendorf.
However, a particular hot-spot for top restaurants is the area around Altonaer Fischmarkt. Well known restaurants such as Henssler & Henssler, Rive, Fischereihafen Restaurant Kowalke, Au Quai and Das Weisse Haus are located here, accompanied by various smaller fish restaurants, bars and cafés. Mash Steakhouse is a new entrant to the area. In general numerous very good restaurants can be found in Hamburg’s CBD, its trendy districts such as Schanzenviertel, Ottensen and St.Georg and in the city’s affluent neighbourhoods including Eppendorf, Harvestehude and Winterhude, to name a few.
Typical for Hamburg and Germany in general is the high proportion of owner-occupied restaurants, cafés and bars, nevertheless, the number of chain-operated premises is slowly rising. Block House, headquarterd in Hamburg and active throughout Germany, runs several restaurants across the city. Block House’s burger concept Jim Block is also very popular. Whereas BOK and Mikawa feature Asian cuisine, other chains focus on Italian food such as mama trattoria, Vapiano and Osteria. In addition, the number of restaurants offering fresh food for takeaway is slowly rising, an example here being national gastronomy chain Dean & David. The number of burger restaurants and chains has also risen considerable recently. Popular restaurants in this category are e.g. Hans im Glück and Otto’s Burger.
As Hamburg is Germany’s second-largest city in terms of number of inhabitants, national and international gastronomy chains such as McDonald’s, McDonald’s Café, Burger King, Pizza Hut, KFC, Subway, Maredo and Nordsee are also present.
Beside owner-run cafés, still in the majority, the number of chain-operated cafés (similar to the Starbucks concept) is slowly rising. Hamburg’s most popular coffee shop chains are Balzac, Starbucks, Coffee Fellows, and Campus Suite.
The world famous Reeperbahn is a hotspot for tourists and locals alike. The club and gastronomy scene here is diverse. In the direct vicinity of the Reeperbahn, numerous restaurants and bars are located, from fast food restaurants and cheap bars to high-end clubs and restaurants catering for celebrities.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATORS INCLUDING||RENT FOR 350 SQM UNIT|
|CBD||Tourists, shoppers, employees, local residential population||Seven Oceans, Le Plat Du Jour, Die Bank, Block House, Jim Block, Dean & David, Mama Trattoria, Vapiano, Osteria, Starbucks, Balzac Coffee, Campus Suite||N/A|
|Altonaer Fischmarkt and Fischmarkt Hamburg||Locals, business people, tourists||Das Weisse Haus, Henssler & Henssler, Au Quai, Hummer Pedersen, IndoChine, Fischereihafen Restaurant Kowalke, Rive, La Vela, Lutter&Wegner, Mash, Hard Rock Café,Blockbräu||N/A|
|Schanzenviertel||Students, young urban professionals, locals||Bullerei, Lokal 1, Nil, BOK, Mikawa, La Sepia, Schmitt Foxy Food||N/A|
|Reeperbahn||Tourists, locals||Clouds, Nio, East Hamburg, Cuneo, Waterkant, McDonald’s, Burger King, Pizza Hut, KFCoud’s||N/A|
Data as of August 2015
Mark BarrettHead of EMEA Cross Border Retail & Leisure Agency
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