A Shift in Product Mix Increases Revenue and Traffic

We helped a retailer increase turnover by nearly 50% and footfall by 65%.

Property Name: Market Central Da Vinci
Location:Rome, Italy
Property Type:Retail
Service Types:Marketing, Property Management
Size:200,000-m² total; 57,000-m² rentable
Owner:GWM Group
Website:www.parcocommercialedavinci.com/en/
Main Tenants:H&M, Leroy Merlin, Nike, Decathlon, Benetton

Challenge

When most of the tenants in Market Central Da Vinci had revenues that were trending upwards, the apparel store Celio’s revenue was declining.

Solution

We determined that Celio’s menswear-heavy product mix did not properly appeal to the center’s strong female demographic. We worked closely with Celio to expand its offerings to include more women’s apparel and separate its store into two clearly distinct gender zones.

Results

Following our recommendations, Celio’s turnover increased by nearly 50% and its footfall increased by 65% from 2008 to 2009. Our proactive approach boosted tenant sales and added rental income to the asset.