Moscow is the capital city of Russia and the biggest consumer and retail market in the country. There are 117 quality shopping centers in Moscow. Additionally 16 shopping centers are under construction which are expected to be delivered the next 2 years.
Large-scale city improvement is held in Moscow as a part of the My Street project. Upon the reconstruction, the streets will have wider sidewalks, renovated facades and new bike paths, which are expected to have a positive impact on the street retail in the future.
Shopping centers are an attractive leisure opportunity. There is an obvious tendency for shopping centres to have extensive entertainment areas, as they increase footfall, add to the shopping experience and create an identity for the centre.
Muscovites are active consumers, though in the period of economic downturn consumer behavior changed. Household budget reductions coupled with a fall in confidence levels led to a decline in retail sales. However according to forecasts, retail turnover and disposable income are expected to stabilize and start growing in the coming years. Established shopping centres maintain relatively high occupancy levels.
This area is the oldest shopping destination in Moscow. It opened in 1893 and located in front of the Kremlin on the opposite side of Red Square. It is an iconic place for many retailers. The exceptional historical interiors and unique location attracts luxury brands, such as Emporio Armani, Hermes, Burberry, Kenzo and Dior as well as mid market brands such as Zara and Adidas.
Stoleshnikov Pereulok and Petrovka StreetThese two retail corridors are the main attraction points of the Kuznetsky Most pedestrian area. These are the prime locations for luxury retailers including Louis Vuitton, Chanel , Escada and Hermes. Among the new retailers on Stoleshnikov Lane are Lancel, Jimmy Choo, Miu Miu and Prada. TSUM shopping center is located on Petrovka street and provides a wide range of international luxury retailers. The most important part of the pedestrian area is Kuznetsky Most. For centuries the street has been one of the main shopping places in Moscow. Retailers such as Tommy Hilfiger, Hugo Boss, Karen Millen, Vera Wang are presented in the district.
Tverskaya StreetThe oldest shopping destination in Moscow is concentrated around GUM shopping center. It was opened in 1893 and located in front of the Kremlin on the opposite side of the Red Square. It is an iconic place for many retailers. The exceptional historical interiors and unique location attracts luxury brands, such as Emporio Armani, Hermes, Burberry, Kenzo and Dior as well as mid market brands such as Zara and Adidas. Among the surrondings there are Nikolskaya street, saturated with such retailers as Ulysse Nardin, Pandora, Baccarat, and Tretyakovsky Proezd (Mercury, Graff, Dolce & Gabbana, Tom Ford, Ralf Lauren and Brioni). Shopping centre Modny Season (located in Four Seasons Hotel Moscow) also offers a wide range of fashion brands, events and entertainment.
EVROPEISKYThe centrally located Evropeisky opened in 2006 is one the most popular shopping centres in Moscow. It is located near the Kievsky train station and the busy Kievskaya metro station. and is a go to mall for new entrants to the market. Its popularity with Moscow consumers provides retailers with some of their highest sales turnovers in Moscow.
OUTLET VILLAGE BELAYA DACHAThis is the first Outlet development in Russia, opened in, August 2012, with a design inspired by traditional Russian and Italian architecture. The project has over 120 stores with international brands including Ferragamo, Escada, Fabi, Gant, Lacoste, Levi’s, Mango, Puma, NIKE and Adidas.
METROPOLISMetropolis is considered to be one of Moscow’s ultimate shopping and entertainment destinations with its a selection of well known international brands. It is conveniently located at a major transportation hub between the airport and the city center, close to a metro station. It is home to over 250 shops and wish list of the most majority of retailers would prefer to enter the mall. new entrants to Russia.The extension of Metropolis will be opened on August 2016 which will increase the GLA up to 120,000 sq m from 80,000 sq m. The extension will be connected to the cross-transport hub: passengers will have direct connection from the railway station to the existing metro station through the shopping center galleries, which will correspondingly increase the footfall.
AviaparkAviapark is a recently opened (in 2014) shopping center with GLA of 230,000 sq m - the largest shopping center in Russia and Europe. The shopping center has four levels and a two-level car park. The anchor tenants of the center are Auchan, Hoff, Media Markt, OBI, Decathlon, large fashion gallery, and Karofilm, one of the biggest cinemas in Russia. The first Kidzania entertainment center opened there and is very popular among visitors.
This shopping and entertainment complex is one of Moscow’s newest, opening in 2010, and one of the world’s largest with over 1.4 million sqft GLA. Its unique concept has various themes including Ginza street, Fashion Avenue, Jewelers street and a Bazaar. Other than housing many international brands the project has a two level entertainment complex including an 18 meter Ferris wheel.
COLUMBUSСolumbus is a new generation shopping center with a strong entertainment component. It is located in a highly populated district near the metro station. The Columbus shopping center, with a leasable area of 136,000 sq m includes more than 300 stores and 25 restaurants. The major anchor tenants are OK hypermarket, M.Video and a 15 screen Kinomax cinema. The fashion gallery includes leading international and federal brands.
AFIMALL CITYThis most recent large-scale development in Moscow with the GLA of 107,208 114,213 sq m is in the heart of the Moscow City business district. In 2012 AFIMALL City received European Property Awards. AFIMALL City introduced several new retailers to Moscow market, such as Banana Republic and La Senza. There is a large foodcourt with inviting diversity, from fast food cafes (McDonalds, Subway, Burger King) to regular restaurants. Tenant mix is not stabilized yet, but the majority of international brands are there.
|SHOPPING CENTER TO WATCH OUT FOR|
|Center Name||VEGAS KUNTSEVO|
|Total Size (Sq.m)||231,253 sq m|
|- Retail GLA||113,402 sq m|
|Planned Opening Date||Q1 2017|
|Consumer Profile||Mass market, upscale|
|Description||Vegas Kuntsevo is a new large-scale retail project of Crocus Group, one of the largest real estate developers in Russia. Vegas Kuntsevo will have the same thematic design seen in other Vegas shopping centers (there are two existing Vegas shopping malls in Moscow): it will have 5 different sections like Gold Street, Ginza and Fashion Avenue. Vegas Kuntsevo will offer different interactive areas fitted with every sort of amusement facilities: X-venture active recreational zone with a giant climbing wall and 2-level velodrome, entertainment zone with an amusement park, ice skating rink, multiplex cinema and a food court. This project is the largest retail scheme in the pipeline for the coming 3 years.|
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT FOR UNIT OF 2,000 SQFT||RANGE OF UNIT SIZES (SQ.M.)|
|Tverskaya Street||Mass and mid upper market. The busiest street in Moscow.||Zara, L'Etoile, Incanto, Levi's, TJ Collection, Glenfield, Benetton, TimberlandMassimo Duti, Colins, Sergio Bellini, Sasch Evroset||Massimo Dutti, Tezenis, Paul, Samsung, Bakhetle, EvrosetPlohoi concept store, Lyyk||60,000-100,000 RUB||100-1750|
|Stoleshnikov Pereulok Lan eand Petrovka Street||Luxury brands||Dior, Louis Vuitton, Hermes, Salvatore Ferragamo, Escada, Burberry, Sergio RossiVan Cleef & Arpels, Patek Philippe, Prada, Miu Miu, Jimmy Choo||Prada, Lancel, Miu Miu, Diesel, Jimmy Choo, Joseph, Chanel||150,000-200,000 RUB||50-1800|
|Petrovka street||Luxury brands||Dior, Sergio Rossi, Chanel, Gucci, Vertu, Cartier||70,000-120,000 RUB||50-1000|
|GUM||Luxury brands, mid upper brands||Loius Vuitton, Hugo Boss, Emporio Armani, Hermes, Kenzo, Articoli, CK Jeans, Pierre Cardin, Burberry, Escada, Trussardi, Zara Jil Sander, Christian Dior||Jil Sander, Christian Dior, DKNY, Ballantyne, Versace Collection, Manolo Blahnik, Lise Charmel||135,000 RUB||50-500|
|Okhotny Ryad||Mid-upper and mass brands||Calvin Klein, Colin's, Lacoste, Mexx, OggiOodji, Love Republic, Mascotte, Pull and Bear, New Yorker, L'Occitane, Swarovski||Lady & Gentleman, GAP, Victoria’s Secret, Nike, ParfoisKIKO Milano, Uniqlo||135,000 RUB||50-800|
|Evropeisky||Mid-upper and mass brands||Tru Trussardi, Calvin Klein Jeans, Baldinini, Lacoste, Zara, Frey Wille, Top Man, Mexx, Next, Marks & Spencer, L’Occitane, Intimissimi, NAF NAF, Pull & Bear, GAP, Hamley’s, Banana Republic||Banana Republic, Fashion Galaxy, Nike, Longchamp, Bebe, Victoria’s Secret, HamleysNatura Siberica, Podium Market, Converse, Arya Home, Gualtiero||155,000 RUB||50-2000|
|AFIMALL City||Mid-upper and mass brands||Banana Republic, American Eagle, GAP, H&M, Zara, Marks & Spencer, HC, Lady & Gentlemen, Lacoste, Sportmaster, Eldorado||Salomon, Reserved, Giovanni Botticelli, Giovane Gentile, Nomination, Rendez-Vous Milana Silver, Camp David shop, JS Selected, Falconeri, Wrangler||120,000 RUB||50-3500|
|Metropolis||Mid-upper and mass brands||Stockmann, Pierre Cardin, Baldinini, Accessorize, Mothercare, Massimo Dutti, H&M, Bershka, Top Shop, Zara, Marks & Spencer, GAP, DKNY, Mango, Love Republic, Sportmaster, M’Video||Desigual, Michael Kors, BCBG, Mavi, Puma, Jaeger, Pandora, Guess, Lego, UGGS, Reiss Victoria’s Secret, Hoff, TSUM Outlet, Hamley’s, Zara Home, befree||160,000 RUB||50-1000|
|MEGA malls - (MEGA Khimki, MEGA Belaya Dacha and MEGA Teply Stan||Mass brands||Auchan, IKEA, OBI, Stockmann, Calvin Klein, Lacoste, New Yorker, Mexx, Mango, Motivi, Zara, s.Oliver, Lush, The Body Shop, Yves Rocher, Calzedonia, Women's Secret, O'stin||Nature Republic, Uniqlo, Lavkalavka, Kiehl’s, Casyopea, Stockmann Outlet, RossoRelativo, IQ Toy, Finn Flare, IncantoDesigual, Uterque, Converse, Marella, Petit Patapon, Uniqlo, Victoria's Secret|
|Aviapark||Mid-upper and mass brands||Auchan, Media Markt, OBI, Hoff, H&M, Zara, Adidas, Mango, Uniqlo, Tommy Hilfiger, Armani Jeans, Levi’s, U.S. Polo Assn., Meucci, Baldinini, Trussardi Jeans, Marina Yachting,||Vagabond, Terranova, Palmetta, Portal, Armani Exchange, DIM, Gloria Jeans, Stefanel, Lion of Porches, Brusnika, Golden Point||70,000 RUB||10-3000|
|Columbus||Mass brands||Albione, Cacharel, H&M, Inglot, Lacoste, Levi’s, Mango, Massimo Dutti, NYX, Pandora, Roberto Bravo, Zara, M.Video, Mothercare, Uniqlo, United colors of Benetton||Korablik, Basconi, Bella Kareema||80,000 RUB||10-3000|
Data as of July 2016
The Moscow restaurant market showed growth between 2010 to 2014, but the situation changed in 2015. It was one of the most vulnerable markets during the financial crisis. Many small players left the market, and large restaurant chains had to change the concept of their restaurants. Disposable income decreased and as a result the demand became weaker and changed direction. Middle income level restaurants, which could hardly adapt to the new conditions, were most affected. The situation with large players such as Novikov Group and Ginza Project remains stable, generally due to the opening of projects with new low-cost formats.
The situation in a segment of the fast food sector has not changed. However fast food chains such as Wendy’s and Carl’s Junior, left the Russian market because of dependence on import ingredients which could not be delivered to the country by reason of the sanctions. On the other hand fast-food segment keeps growing. Yum! announced plans to increase the market share significantly – 100 new restaurants per year. Large catering company Ginza is opening a new budget-friendly Georgian burger restaurant Moko Burger.
The majority share of middle-income restaurant visitors have switched to less expensive fast food chains. Traditional Russian cuisine has also become more popular in the fast food sector. Due to this tendency some low-cost cafés with a thematic interior and menu have been opened in the city.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING||Rent for 200-300350 sqm unit (Rub / sq m / year)|
|Kuznetskiyi Most / Kamergerskiy||Longstanding pedestrian entertainment area. Fashionable district in the historical city centre.||Gusto, Dve Palochki, Akademia, Le Pain Quotidien, Coffeeshop Company, Cinnabon, Prime Star, Bolshoi, Costa Coffee, Krispy Kreme||120,000-170,000 RUB|
|Pyatnitskaya||Lively retail and leisure district, surrounded by areas of business activity.||BQ Cafe, Luisiana, Le Pain Quotidien, Easy Brix, Bjorn, Villa Rosa, Paul, Oki Doki, Taras Bulba, BB&Burgers||50,000-90,000 RUB|
|Myasnitskaya||Historical city centre with large number of restaurants and cafes of different quality.||Dantes, Dolce, Aloha Bar, Biskotti, Babetta Café, Dve Palochki, Marketplace, Krispy Kreme, Didu, Coffeeshop company||70,000-125,000 RUB|
|Arbat||Longstanding pedestrian entertainment area. Lively retail and leisure district. Traditional tourists destination.||McDonald's, Starbucks, Le Pain Quotidien, Rukkola, Hard Rock Cafe, Mu-Mu, Crabsburger, Dunkin’ Donuts, Shake Shack||70,000-100,000 RUB|
Data as of July 2016
Ekaterina ZemskayaPartner, Head of Retail
Ducat Place III 6th Floor;
Gasheka St. 6; Moscow, Russia 125047
Tel +7 919 105 2101