16 May 2018 – Eje Prime
Intu is betting on branding to raise the profile of its name in Spain. The company, which has a vast presence in the United Kingdom, where it owns almost twenty shopping centres, is going to replicate its British strategy in Spain, by adding the word Intu to the name of its retail complexes. This week, the company announced that its shopping centre in Zaragoza, which has been called Puerto Venecia to date, is now going to be named Intu Puerto Venecia.
It was in 2014 when Intu reached an agreement with the fund Orion European Real Estate to acquire the Puerto Venecia complex, the largest shopping centre in Spain, for €451 million. The complex contains a retail park spanning 82,600 m2, which was inaugurated in 2008 and a leisure and fashion area measuring 130,000 m2, which opened in October 2012 (…).
Since the purchase by Intu, the British group has carried out a series of changes to the appearance and management of the shopping centre. But it has not been until now that the group has decided to complete the process by adding the word Intu to the name of the complex, whereby following in the footsteps of Intu Asturias.
Now, the next step will be for Intu to apply the same strategy to the Xanadú shopping centre. The British group completed the purchase of that shopping centre, located in Arroyomolinos (Madrid), from Ivanhoé Cambridge for more than €520 million in March last year. That acquisition was the largest operation since Deutsche Bank paid €495 million for Diagonal Mar.
In May of the same year, Intu created a joint venture with TH Real Estate to share the ownership of the Madrilenian shopping centre, transferring 50% of the complex to TH Real Estate for €264.4 million, half of the amount that it had paid for Xanadú.
That shopping centre, constructed in 2003, has a total surface area of 153,695 m2 spread over two storeys and with a total of 220 stores, making it one of the largest retail complexes in Madrid. Its tenants include Inditex, El Corte Inglés, Hipercor, Bricor, Decathlon, Primark and Apple. Xanadú Madrid receives almost 13 million visitors per year and generates sales of around €230 million.
Shopping centres on the rise in Spain
Intu’s commitment to Spain comes at a good time for this retail format in the country. Sales registered at these complexes rose by 3.5% in 2017, to exceed €43.5 billion.
Specifically, revenues in the sector amounted to €43.59 billion in 2017. The market share of shopping centres and retail parks rose to reach 17.9%. Last year, around 1,900 million visits were registered at these complexes.
Meanwhile, investment in the sector soared by 35% in 2017, to €2.7 billion. During the course of last year, 29 transactions were closed involving 36 assets, according to data from the Spanish Association of Shopping Centres and Retail Parks (AECC).
Original story: Eje Prime (by C. Pareja)
Translation: Carmel Drake
The post Intu’s New Strategy in Spain: to Change the Names of its Shopping Centres appeared first on Aura Real Estate Experts.
Source:: AURA Real Estate Experts