Ljubljana is a picturesque pint-sized city centred round a hilltop castle. It is located on the crossroads of the two main pan European transport corridors 5 (stretching from Venice to Kiev) and 10 (stretching from Salzburg to Thessalonika). Ljubljana is the cultural, educational, economic, political and administrative centre of Slovenia with 11.84% unemployment rate in 2011 and an average gross monthly salary of €1,524.55. Like most countries, Slovenia is experiencing rural to urban migration, and the population of the city and surroundings is growing slowly.
Approximately 50% of Ljubljana’s retail space comprises converted industrial buildings in the BTC retail park. Although the space is compromised in terms of parking, frontage and depth, the park benefitted from being in the right place at the right time when Yugoslavia collapsed, and it is now the largest retail destination in the region with 22 million visitors per year. Ljubljana benefits from cross border shoppers, predominantly from Italy and Croatia.
The Ljubljana retail market is centred in three main areas; BTC, the town centre, and Rudnik. They are all situated within the ring road that circles the city. There is a shortage of quality retail space in Ljubljana and until recently it was necessary to pay key money to secure a space in BTC, although things have changed due to the global slowdown. The Citypark mall in BTC was extended by 8,500sq.m, and was fully rented two months before completion. There are several pipeline retail schemes that will provide a welcome addition to Ljubljana in the next three years.
BTC was the largest logistics centre in ex-Yugoslavia, and was converted into a retail park approximately 20 years ago. It now consists of 450 shops and 31 bars and restaurants, occupying over 130,000sq.m. Retailers include Spar, Merkur, Zara, Chicco, Roberto Cavalli, Hugo Boss, Tommy Hillfiger, Calvin Klein, Pal Zileru, DKNY, S.Oliver and Spar. Some 22million visitors are attracted to the park each year.
The town centre is characterised by quality brands and offers approximately 21,000 sq.m of retail space set mainly on Slovenska Street, Kongresni Square, and Stari trg, a pedestrian street in the old town. Many retailers relocated to BTC due to parking problems in the centre. The main shopping street, Slovenska cesta, is only 1,400m long, and is occupied with many other buildings such as offices, residential, the stock exchange etc. Finding vacant premises on Slovenska until recently was impossible, however the global financial crisis has caused some businesses to close, resulting in a few vacancies. Retailers on Slovenska include Zara, Nama (a four storey department store), McDonald's, local travel agents, and Marella. Slovenska has approximately 90 stores, but most are small, and there are very few internationally recognised brands.
Rudnik can best be described as a big box retail park, and offers one new purpose built mall on two levels (Supernova), a large Leclerc supermarket with mall, an Obi DIY big box, and a few other large retailers including Mercator, Humanic, Peek & Cloppenburg, H&M and C&A. The total retail space comprises approximately 70,000 sq.m . A new Bauhaus centre has opened (18,000sq.m GLA) and 400 parking spaces are provided.
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT FOR UNIT OF 200 SQM||RANGE OF UNIT SIZES (SQ FT)|
|BTC||Wide profile of shoppers||Inditex, H&M, Sportina, Emporium, Spar, Mercator, Benetton, Tus, Big Bang||Benetton, Yves Rocher, Jones||€15-45/ sq.m/month||30sq.m- 2,000sq.m|
|Town centre||High net worths, students and tourists||Bang & Olufsen, Nike, H&M, Emporium, Lush, Swarovski||Swarovski||€30/sq.m/month||30sq.m -500sq.m|
|Rudnik||Consumers looking for mid-range brands and typical big box offer such as DIY||LeClerc, Peek and Cloppenburg, Humanic, H&M, Mercator||None||30sq.m -2,000sq.m|
Data as of January 2013
There is no shortage of restaurants and bars in Ljubljana. Ljubljana’s food and beverage sector is not surprisingly shaped by the city’s proximity to the Mediterranean and the Balkans, whose cuisines, often fused with classic Slovenian fare, are very popular.
Most office workers like to enjoy a sit down lunch and many restaurants offer an affordable daily menu.
Restaurants in Ljubljana can typically be characterized as mid-range. Exclusive fine dining is limited to a few establishments such as Cubo and Valvasor. Themed restaurants offering ethnic food, such as Mexican, Argentinian, Thai and Indian have become popular over the last decade.
Global fast food brands are so far limited to McDonald’s and Burger King, although more market entrants are expected.
There are many coffee shops in Ljubljana offering good quality, cheap coffee, making it difficult for premium global brands to enter and compete.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING|
|Town centre||Businessmen, tourists, students||Predominantly local operators, McDonald’s|
|Central business district||Businessmen||Predominantly local operators|
|BTC||Shoppers||Two main local operators, Teman and Kratochwill, McDonald’s, Burger King|
|Rudnik||Shoppers||Predominantly local operators with the exception of McDonald’s|
|Suburbs||Local residents||Predominantly local operators offering typical Slovene fare in "Gostilna" type restaurants|
Data as of January 2013