Shopper Park Plus Plc., a Hungarian REIT, member of Adventum Group, which owns – directly and indirectly – 18 shopping centres in Hungary and the Czech Republic, is launching a new brand on the Czech retail market – Shopland – rebranding the shopping centres and retail parks previously known as Galerie Třebovice, Silesia Opava, Fontána Karlovy Vary and Retail Park Chrudim.
This transformation is being handled for Shopper Park Plus by Cushman & Wakefield in the Czech Republic to create a clearer image in shoppers’ minds and tenants of the combined strength of its 18 shopping centres in the country and Hungary. Covering a total floor area of 326,000 sqm across CEE, these offer Shopland customers a simple, affordable and convenient shopping experience every day, while at the same time focusing on sustainable development and an ESG-based approach.
Kristóf Bárány, Founding Partner of Adventum Group: “We’re very pleased to be completing the initial post-acquisition phase for these retail centres and parks in the Czech Republic by introducing the new brand name, Shopland. We hope our projects will provide every opportunity for effective offline, online and hybrid shopping under sustainable conditions. With our green investments and strategic approach, we want to make our buildings even more attractive for customers and tenants. As a leading real estate investment manager in Central and Eastern Europe, our target is to become a top retail park operator in the region through our investment in Shopper Park Plus, the REIT listed on the Budapest Stock Exchange (BSE) under our management (ticker: SPLUS), which owns the Shopland portfolio.”
The retail centres in the Czech Republic are managed for Shopper Park Plus by Cushman & Wakefield, which has already handled the entire rebranding phase in the country. This included brand marketing consultancy services, designing a fresh marketing strategy, and managing communications for each of the four retail parks in the context of their positioning.
Cushman & Wakefield facilitated the transaction between Adventum and the vendor about these Czech retail park properties in 2022 and is now managing and acting as the exclusive leasing agent for approximately 70,000 sqm of its retail space. In most of the retail parks, the anchor is a Tesco hypermarket, always alongside other popular stores offering everyday goods, fashion and ancillary products (e.g. Pepco, Tedi, DM, NewYorker), food (i.e. KFC, Asia Food), and services (Česka Pošta, Mister Minit, Don Pealo, Tesco Fuel Station, car wash etc.). All the properties are prominently located within the respective cities with excellent visibility and accessibility by car / public transport or other means all properties offer ample and easy-to-use open-air parking spaces.
Kateřina Jukl, Head of Retail Marketing on Cushman & Wakefield’s Retail Asset Services team, said: “We’ve been working on a long-term strategy to maximise the appeal of these shopping centres for their customers, so they look forward to returning to them again and again. We’re confident the Shopland brand will become an attractive destination for their purchases, not only because of this major transformation but also thanks to a range of other planned moves that will offer shoppers something extra – new tenants, a welcoming environment, competitions, giveaways and marketing promotions.”
