Vienna

Vienna’s historic role as the centre of the Austro-Hungarian Empire has left the nation with an overly large capital city, where a fifth of the population of the country resides. As a consequence of its proximity to Bratislava (Slovakia) and Brno (Czech Republic) Vienna benefits from shopping tourism. On Christmas season weekends, up to 200,000 shopping tourists from neighboring countries come to Vienna.

In 2015, as in the past years, Vienna ranks at the top of a leading international comparative study on the quality of living in different cities, and scores highly in many other rankings. Tourism is extremely strong in Vienna and is relatively unaffected by seasonal fluctuations. In 2014 the number of overnight stays hit a new record high of 13.5 million, and the number of tourists with high purchasing power, in particular from Arab countries and Asia, is increasing. The principal tourist attractions in the city are within the central ring road and surround the prime retail area.

Living costs are relatively high in Vienna and this is reflected in the above-average wage levels among those employed there. It is not a place for cheap shopping but does offer numerous elegant shops and quality products. There is an increasing concentration of new luxury brands and flagship stores in the city centre. Some shopping streets have risen in attractiveness. City shopping centres have been developed at railway stations, although the city centre is facing more competition from retail parks and shopping centres on the periphery.

 

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City Centre (Vienna): 48.207859, 16.371260
mariahilfer straße: 48.198679, 16.350770
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mariahilfer straße

Outside the central district Mariahilfer Straße is the main shopping street in Vienna with a high accessibility and a total retail space amounting to 185,000 sqm. Retail units tend to be larger compared to units in city centre. Footfall is high at 7.187 per hour. Many units are occupied by international retailers such as H&M, Starbucks, Mc Donalds, Peek & Cloppenburg, Zara, Bershka, Desigual, Mango, Benetton, Forever 21, etc. The street targets the mass market, though attracts new and trendy shops in neighbouring streets, particularly Neubaugasse (COS, G-Star Raw, Blue Tomato). Construction works for the pedestrian zone were completed at the end of the summer in 2015. While the population have adapted positively to the conversion the impact of the conversion for retail is not valueable yet. The former department store “LaStafa” re-opened after extensive renovation works added 8,000 sqm with brands like Terranova, Betten Reiter, Billa and a hotel.
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city centre

The prime central retail district in the heart of Vienna comprises the pedestrianised streets of Kärntner Straße, Graben, Kohlmarkt and Tuchlauben – known as the "Golden U." These main streets are on the tourist routes for central Vienna and also form the focus of tourist shopping in the city.

Kärntner Straße / Graben, is the preferred location for mainstream-brands as well as for luxury-brands (H&M, Esprit, Forever 21, Benetton, Zara, Mango, Humanic, Salamander, Swarovski, Jewelry-Stores, D’Ambrosio, MontBlanc, IWC, Lacoste, Hermes, Escada, ...). Also present on the street is a 18,000 sqm Peek & Cloppenburg flagshipstore. The neighbouring department store “Kaufhaus Steffl” is focusing on luxury brands to differentiate itself from Peek & Cloppenburg.

Kohlmarkt / Tuchlauben, a short street linking Graben and the Hofburg. It is the hot-spot for haute couture brands and jewellers, including international luxury brands such as Rolex, Burberry, Dior, Chanel, Cartier, Gucci, Salvatore Ferragamo, Tiffany & Co, Tommy Hilfiger, D&G, Diesel, Bulgari, Breitling, etc.

Tuchlauben ("Golden Quarter"), is an extension of the luxury shopping area from Kohlmarkt / Tuchlauben with a retail space amounting to 11,500 sqm. The location provides flagship stores of Louis Vuitton, Armani, MiuMiu, Prada, Brioni, Mulberry, Etro, Valentino, etc.
Rotenturm Straße, runs from Stephansplatz towards the Danube Canal and provides brands like Snipes, Blue Tomate and the Hard Rock Café Vienna for younger customers.

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Donauzentrum: 48.243018, 16.435252
Shopping City Süd: 48.110246, 16.317934
Wien Mitte - The Mall: 48.206500, 16.384825
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Donauzentrum

The Donauzentrum is one of the largest shopping centers in the north of Vienna, above the Danube. It opened in the mid 1970s though recently renovated and has more than 260 shops. The tenant mix is diverse and many international brands are represented. Anchor and other key tenants include P&C, Saturn, Zara, Müller, Interspar, Cineplexx, H&M, Kika, C&A, Esprit, Kleiderbauer, Desigual Hollister, etc. It has reportedly 17.3 million visitors per annum.
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Shopping City Süd

Shopping City Süd (SCS) is the oldest shopping center in Austria and is located 24 km in the south of Vienna. With a total shopping area of 195,600 sqm it is one of the largest shopping agglomerations in Europe. It has more than 330 shops with key tenants being Interspar, Zara, H&M, Primark, Kleiderbauer,P&C, Van Graaf, IKEA, C&A, Humanic, Hollister, Desigual. SCS is one of the first points of entry to the Austrian retail market. New openings include Pull and Bear, Bershka, Primark, Lego, Superdry and Michael Kors.The centre attracts some 23.2 million visitors annually including from Hungary, Slovakia and Czech Republic.
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Wien Mitte - The Mall

The Mall opened in 2013 with approx. 30,000 sqm shopping area on three floors with appprox. 50 shops and 62,000 sqm office-area. The shopping mall has excellent access to the public transport network - 2 subway lines, 10 stations (bus/train/tram) and the CAT “City Airport Train”. During the week approx. 15,000 people are working in the nearby surrounding.

SHOPPING CENTER TO WATCH OUT FOR
Center NameVIO Plaza
Total Size (Sq.m) 52,000
- Retail GLA12,000
- Leisure/Entertainment GLA40,000
Planned Opening Date 2018, autumn
Consumer Profile Mainstream, office worker
Description Local city center
SHOPPING CENTER TO WATCH OUT FOR
Center NameHUMA
Total Size (Sq.m) 50,000
- Retail GLA50,000
- Leisure/Entertainment GLAN/A
Planned Opening Date 2016, spring
Consumer Profile Mainstream
Description Local family center
SHOPPING CENTER TO WATCH OUT FOR
Center NamePost am rochus
Total Size (Sq.m) 25,000
- Retail GLA 6,000
- Leisure/Entertainment GLA19,000
Planned Opening Date 2017, autumn
Consumer Profile Mainstream
Description Local city center

MARKET OVERVIEW
KEY AREAS / STREETS/SHOPPING CENTERSCONSUMER PROFILEMAJOR RETAILERS PRESENTNEW ENTRANTSTYPICAL RENT FOR UNIT OF 200 SQMRANGE OF UNIT SIZES
Kärntner StraßeMainstream H&M, Zara, Mango, P&C, DesigualDesigualEUR 720,000 p.a.50 - 2,000 sqm
GrabenLuxuryHermes, IWC, EscadaLongchampsEUR 720,000 p.a.50 - 1,000 sq.m
KohlmarktLuxuryGucci, Hilfiger, D&G, TiffanyBreitling, Massimo DuttiEUR 924,000 p.a.30 - 1,000 sq.m
Tuchlauben LuxuryLouis Vuitton, Prada, ArmaniChanel, LederleitnerEUR 720,000 p.a.50 - 2,000 sqm
Rotenturm Straße Mainstream Snipes, Blue Tomato, Hard Rock CafeSnipes, Blue Tomato, Hard Rock CafeEUR 720,000 p.a.50 - 1,000 sq.m
Mariahilfer StraßeMainstream H&M, Zara, Mango, P&CTerranova, NespressoEUR 324,000 p.a.50 - 4,000 sq.m
FavoritenstraßeMainstream NewYorker, Vögele, McDonaldsTigerEUR 120,000 p.a.50 - 2,000 sqm
DonauzentrumMainstream H&M, Zara, Mango, MediaMarktNespresso, LegoEUR 432,000 p.a.30 - 3,000 sq.m
Shopping City SüdMainstream H&M, Zara, Mango, Saturn, IkeaPrimark, WellensteinEUR 432,000 p.a.50 - 4,000 sq.m

Data as of September 2015

The number of local (partially fancy) burger restaurants is growing steadily.The revitalization of the “Naschmarkt” is almost complete and will be finished at the beginning of 2016. Due to the strong demand for street-food, the number of street-food-events in Vienna has risen sharply. Since their market entry, McDonald’s has closed restaurant locations in Austria for the first time. Brands like Subway and Burger King plan to increase their number of stores.

MARKET OVERVIEW
KEY AREASCONSUMER PROFILEFOOD & BEVERAGE OPERATOR INCLUDINGRENT FOR 350 SQM UNIT
City Centre (Golden U) Local residents, office workers, touristsMcDonald’s, StarbucksEUR 30,-/60,- sqm/month
Naschmarkt/Freihausviertel Local residents, office workers, touristsNenis, Nordsee, Deli, Nautilus, Strandhaus, Umar, Szigeti, Amacord, Point of Sale, ZweitbesterEUR 30,-/60,- sqm/month
KarmelitermarktTrendyPizzaquartierEUR 25,-/35,- sqm/month

Data as of September 2015


Vienna Contacts

Mag. Gerald Heinisch

Head of Retail
bareal Immobilientreuhand GmbH
Donau-City-Straße 1
A-1220 Wien 
M: +43 664 / 511 72 28
F: +43 1 / 205 216-36