Rome city centre has a long established tradition of retailing, which dominates both the city itself and its metropolitan area, benefiting not only from a large residential population but also from a daily flow of tourists and workers.
2016 is the protagonist of the Jubilee Year, announced by Pope Francis.This religious event may represent an important opportunity for economic growth in the area and in Italy in general. It will see an extraordinary number of tourists visit Rome.
As for the high street market in Rome, retailing is active. The luxury market is concentrated in Via Condotti, Piazza San Lorenzo in Lucina, Via del Babuino and part of Piazza di Spagna. This area, mostly pedestrian-only and comprising about 400 stores, is characterized by the presence of national and international fashion houses. The main mid-market locations are represented by Via del Corso, Via Frattina and Via Cola di Rienzo (Prati district, close to the Vatican area). These streets are dominated by national and international single brand stores. In particular, the luxury market is faring well, with operators willing to secure spaces in the most sought-after locations, while the mass market is slowly regaining interest from operators.
Over the past 10 years, Rome has seen massive development activity in its peripheral locations, with over 700,000 sqm of GLA built and now has some 47 existing retail schemes, including two super-regional shopping centres (Porta di Roma and Roma Est) and the largest retail park in Italy, Market Central Da Vinci, near Fiumicino. The pace of new developments has now slowed, with some projects being put on hold, but should the new Piano del Commercio receive final approval, projects such as Pescaccio (200,000m²) in the city’s southwestern quadrant might finally push ahead.
Via CondottiVia Condotti is the main luxury high street, running about 250 meters between the Spanish Steps and Via del Corso. Main retailers include Alberta Ferretti, Armani, Bally, Bulgari, Burberry, Cartier, Church’s, Damiani, Dior, Dolce & Gabbana, Gucci, Hermès, Jimmy Choo, Louis Vuitton, Max Mara, Mont Blanc, Omega, Prada, Salvatore Ferragamo, Stuart Weitzman, Swarovsky, Tod’s, Trussardi, with new entries being Michael Kors and Van Cleef & Arpels.
Piazza di SpagnaPiazza di Spagna is the piazza facing the famous Spanish Steps, the piazza hosts a number of high-end retailers, including top brands such as Chanel’s new boutique, Christian Dior, Camper, Diesel, Dolce & Gabbana, Furla, Jeager Le Coultre, Loewe, Missoni, Moncler, Nespresso, Sergio Rossi, Versace, as well as Valentino, recently moved from Via Condotti to open a new 1,400 sqm concept store, the largest worldwide.
Piazza San Lorenzo in LucinaPiazza San Lorenzo in Lucina, just off Via del Corso. With the opening of Louis Vuitton’s largest Italian Maison a few years ago, this location has become a new luxury venue. Other important brands are Burberry, Bottega Veneta, Car Shoe, Pomellato and Casadei, opened recently next door to Luis Vuitton.
Via del BabuinoVia del Babuino runs for about 600 meters from Piazza di Spagna to Piazza del Popolo. Recently pedestrianised, Via del Babuino is now considered as a good alternative to Via Condotti , with brands such as Aspesi, Boggi, Cesare Paciotti Jewels, Chanel, Chopard, Emporio Armani, Etro, Fratelli Rossetti, Hogan, Iceberg, Jo Malone, Kiton, Les Copains, Mac, Mattioli, Miu Miu, Moschino, Petit Bateau, Pinko, Red Valentino, Sergio Rossi and Tiffany & Co. Among the new entries worth mentioning is the Fabiana Filippi flagship store which opened recently, along with Maison Margiela and D Squared. Stone Island, already present in Via del Babuino, relocated this year to a larger store, more than doubling the area occupied.
Via del CorsoVia del Corso is by far the main mid-market location, running for 1.5 km from Piazza del Popolo to Piazza Venezia; it comprises over 200 shops with a large presence of local operators. Tourists and locals alike come to find mainly mono brand stores such as Adidas, Alcott, Bata, Camper, Desigual, Foot Locker, Gap, Geox, Guess, H&M, Intimissimi, Lacoste, Liu-Jo, Luisa Spagnoli, Murphy & Nye, Nike Store, Piazza Italia, Puma, Sephora, Terranova, Yamamay, Zara. It is worth mentioning that Ralph Lauren opened recently with the first Polo store in Italy, occupying two floors in the historic building on the corner with Via Frattina.
Via FrattinaVia Frattina, running for some 300 metres and leading to Via del Corso/ Piazza San Lorenzo in Lucina, offers a medium level range of retailers; among the main national and international brands there are Alviero Martini 1a Classe, Armani Junior, Campanile, Elena Miro', Frey Willie, Geox, Hugo Boss Uomo, Luisa Spagnoli, Marella, Max Mara, Nero Giardini, Pal Zileri, Patrizia Pepe, Penny Black, Pinko, Stefanel, Swarovski, Vic Matie'.
Via Cola di RienzoVia Cola di Rienzo is located in the Prati district on the west side of the Tiber River. It extends for about 1 km with about 130 shops, running from Piazza della Libertà toward the Vatican State walls, and is one of the main mid-market locations. It is dominated by national and international mono brand stores such as Calvin Klein, Coccinelle, Desigual, Furla , Guess, Intimissimi, Liu-Jo, L'Occitane En Provence, Luisa Spagnoli, Max Mara, Mega Store United Colors Of Benetton, Michael Kors, Nike Store, Swarovski, Swatch, The Bridge, Alviero Martini, Timberland, Tommy Hilfiger, Twin Set, Yamamay and Zara Home, as well as the first Excelsior, the upward evolution of the Italian department store Coin, featuring selected Italian and international fashion names, cosmetics and fragrances, as well as home décor and fine food.
Porta di RomaPorta di Roma, located in the northern section of the city, opened in 2007 and remains the largest Italian shopping centre providing some 137,000 sq.m of retail floor space, also including 14-plex cinema, Ikea and Leroy Merlin. The food anchor is an Auchan hypermarket, while the mall provides a mix of domestic and international brands across some 220 units. Yearly footfall: 18.6 million visitors.
Roma EstRoma Est in east Rome opened in 2007 and is the city’s second largest shopping centre providing some 102,000 sqm of retail floor space, also including 12-plex cinema. The food anchor is a Panorama hypermarket, while the mall provides a range of national and international retailers across some 210 units. Yearly footfall: 10.4 million visitors.
Euroma 2Euroma 2, located in the southern section of the city, opened in 2008 and offers more than 50,000 sqm of retail floor space. The food anchor is an Ipercoop hypermarket, while the mall provides a range of national and international retailers across some 225 units. Yearly footfall: 10 million visitors.
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT FOR UNIT OF 200SQM (€/SQ.M/YEAR) *||RANGE OF UNIT SIZES (SQ.M)**|
|Via Condotti||The main luxury high street, connecting the Spanish Steps with Via del Corso||Alberta Ferretti, Armani, Bally, Bulgari, Burberry, Cartier, Church’s, Damiani, Dior, Dolce & Gabbana, Gucci, Hermès, Jimmy Choo, Louis Vuitton, Max Mara, Mont Blanc, Omega, Prada, Salvatore Ferragamo, Stuart Weitzman, Swarovsky, Tod’s, Trussardi, with new entries being Michael Kors and Van Cleef & Arpels.||11,000 (including key-money)||100-250|
|Piazza di Spagna||High-end retailers, including top brands||Christian Dior, Camper, Diesel, Dolce & Gabbana, Furla, Jeager Le Coultre, Loewe, Missoni, Moncler, Nespresso, Sergio Rossi, Versace, Chanel, Valentino.||6,500 (including key-money)||100-400|
|Piazza San Lorenzo in Lucina||Just off Via del Corso, opposite Via Frattina||Louis Vuitton, Burberry, Bottega Veneta, Car Shoe, Pomellato, Casadei||5,500 (including key-money)||50-150|
|Via del Babuino||Medium-high end retail market||Aspesi, Boggi, Cesare Paciotti Jewels, Chanel, Chopard, Emporio Armani, Etro, Fratelli Rossetti, Hogan, Iceberg, Jo Malone, Kiton, Les Copains, Mac, Mattioli, Miu Miu, Moschino, Petit Bateau, Pinko, Red Valentino, Sergio Rossi, Stone Island and Tiffany & Co||Fabiana Filippi, Maison Margiela D Squared||4,200 (including key-money)||150-300|
|Via Frattina||Medium retail market||Alviero Martini 1a Classe, Armani Junior, Campanile, Elena Miro', Frey Willie, Geox, Hugo Boss Uomo, Luisa Spagnoli, Marella, Max Mara, Nero Giardini, Pal Zileri, Patrizia Pepe, Penny Black, Pinko, Stefanel, Swarovski, Vic Matie'.||3,200 (including key-money)||100-250|
|Via del Corso||The main mid-market location, with large presence of local operators||Adidas, Alcott, Bata, Camper, Desigual, Foot Locker, Gap, Geox, Guess, H&M, Intimissimi, Lacoste, Liu-Jo, Luisa Spagnoli, Murphy & Nye, Nike Store, Piazza Italia, Puma, Sephora, Terranova, Yamamay, Zara.||Ralph Lauren Polo||4,800 (including key-money)||100-400|
|Via Cola di Rienzo||One of the main mid-market locations, with large presence of local operators||Calvin Klein, Coccinelle, Coin Excelsior, Desigual, Furla , Guess, Intimissimi, Liu-Jo, L'Occitane En Provence, Luisa Spagnoli, Max Mara, Mega Store United Colors Of Benetton, Michael Kors, Nike Store, Swarovski, Swatch, The Bridge Alviero Martini, Timberland, Tommy Hilfiger, Twin Set, Yamamay, Zara Home||3,000 (including key-money)||100-250|
Data as of Q1 2016. * Please note that rents vary greatly according to the position on the street, the size of the shop and the internal layout, as well as the number of windows facing the street. ** General indication of the existing range of unit size.
The Food & Beverage sector in Rome is dominated by many small establishments. The offer ranges from snack bars to fine -dining, passing through the typical Roman Cuisine, much sought after by the Capital’s citizens.
Generally speaking, the traditional restaurants serving local cuisine and pizzerias can be found in the historic districts of Trastevere and Testaccio (also known for night clubs and pubs), while the city centre high streets cater to the tourists, workers and those looking for an exclusive dining experience.
The new concept of retail food, both national and international, has, however, started to enter the market. These modern formats are present mostly along the larger streets or piazzas (such as Via del Corso and Piazza di Spagna). Major food operators in the centre of Rome include; Burger King, McDonald’s, Road House Grill, Pastarito, Montaditos, Panino Giusto, Venchi, Alice Pizza, Grom, Baccanale and Pane Vino e San Daniele.
An interesting addition in recent years to the food and beverage scene in Rome is the gourmet grocer Eataly. This 16,000sqm mall dedicated Italian specialty foods, opened in June 2012 near the Ostiense Station, with the largest megastore to open yet worldwide. The innovative integrated format (restaurants, food market and education, all rolled into one) is present in Italy in Asti, Bari, Bologna, Firenze, Forlì, Genova, Milano, Monticello d’Alba, Piacenza, Pinerolo,Torino and abroad in Chicago, Dubai, Istanbul, New York, Osaka, Tokyo, Yokohama. In Rome Eataly has recently also opened other two smaller formats, Hamburgheria di Eataly on Via Veneto and Eataly Repubblica (in collaboration with Gruppo Ethos) on Piazza della Repubblica.
Rents in the City Centre vary greatly according to the position on the street, the size of the shop and the internal layout, as well as the number of windows facing the street.
In the new major shopping centres, the traditional anchor represented by the hypermarket is complementary to a far wider merchandising and leisure mx and the food court and catering provisions play an increasingly important role in attracting an holding visitors. Amongst the major brands found within the Roman shopping centres there are: Alice Pizza, Anema e Cozze, Arabian Kebab, Baccanale, Burger King, Chocolate, Flunch, Fratelli La Bufala, Giovanni Rana, Grom, Illy, La Piadineria, Lavazza, Mc Donalds, Old Wild West, Panino Giusto, Pans & Company, Rosso Pomodoro, Sushiko, Wiener Haus and Wok. It is worth mentioning that KFC opened the first of the three stores now present in Italy within the Roma Est Shopping Center in 2014.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING||RENT FOR 3,500 SQFT UNIT|
|Historic Center||During the day are generally tourists or workers, while some areas are also characterized by nightlife||Autogrill, McDonalds||NA|
Data as of Q1 2016
THOMAS CASOLOPartner, Head of Retail Italy, Cushman & Wakefield LLP
Via Filippo Turati 16/18
Milano, 20121, Italy
Tel: +39 02 63799 218
Mob: +39 335 6512556