How the tenant-mix changed in the metropolitan TRC Piramida into a full-scale war, by which principle the new tenants are selected, what record-breaking months for turnover and how the food court enhanced the TRC.
The Piramida Retail Center Piramida is in the real estate portfolio of investment company Dragon Capital, which is managed by Dragon Capital Property Management. Renovation was began in 2020 year, in spring 2021 year a new trading gallery was constructed, as a result of which the total area of the object increased from 16 16 800 sq. m to 20600 sq. m, of which the rental area is about 16 000 sq. m. Over two two years TRC has zero vacancy, and as even in 2023 year turned attendance to dovoyennymi indicators. In interview RAU Larisa Evtushenko, commercial director of TRC, told about changes in the behavior of visitors, how they work in the direction of barrier and shared plans.
About tenants, vacancy and turnover
– In 2024 year the Piramida TRC opened numerous new tenants, in particular, New Balance, Goldi, DEKA, Victoria Secret, Andre Tan, e-zoo, IQOS, Famo. How has the tenant-mix changed into a full-scale war and what is the ratio of Ukrainian brands to international ones?
– We actively work over effective rotation of tenants, focusing on the needs of visitors and market trends. That’s why in this year welcome as international brands, as and new Ukrainian partners in our trade center. The share of Ukrainian brands has significantly increased, – and this is evidence of their demand in the market and supportlocal businesses.
– Some of the tenants are out of TRC in full-scale war?
– There are a number of factors forcing tenants to end cooperation. One of the reasons could be a problem with logistics or production. Wallet.
– – What is the principle of choosing new tenants?
– We are focused on the wishes and needs of our visitors. – Are Spanish Inditex stores expected tenants for the TRC? – – Our Commercial Department is communicating with all international brands, including Inditex, and is negotiating all of our portfolio of shopping centers. – You said that the Piramida TRC is listening to the wishes of visitors and conducting a survey. – The survey we conducted in this year confirmed that visitors are deficient in sports brands, So we began to work in this direction, and the first new addition in this segment was the New Balance store. And further the active work on attracting two more strong international operators in the segment of sports goods. – What is now vacancy?” – Our tradeThe center demonstrates stable performance. We have had more than two years of zero vacancy. We produce point point strategic rotations of tenants, focusing on efficiency and relevance of offerings to visitors. – Which were the record-breaking months in turnover in 2024 year? – – In All of the year we have increased turnover for the tenants of the TRC thanks to constant and effective rotations. With this it is possible to notice special periods. In the summer of 2024 year there was an unexpected increase in total turnover for many categories of tenants, which is not typical for this season. Because of significant light outages, the TRC was the place where the first place to get tasty and fast to eat and to close other other needs. Also traditionally November because of the Black Friday period was the record-breaker for total turnover. And first first thanks to high turnover of tenants electronics, household appliances and the jewelry segment, widely represented in Piramida. – Traffic is returned to delayed performance and what is the difference between days and weekends? – Yes, traffic at Piramida has returned to the adopted levels since 2023 year. The Ukrainians are a brave nation, able to respond to calls and adapt to change. In our trade, they have turned to the trends.center we are seeing stable growth in attendance and according to current data we expect traffic to increase at least 15% of the rate to last year. As for the difference between weekdays and weekends, the weekend traffic is statistically in this year this year on the average exceeds weekdays by 11%. – At the Piramida TRC Every Saturday – Children’s Entertainment . Can you estimate how attracting families with children affects traffic and sales? – The Children’s Entertainment that we host every Saturday in the TRC contributes to creating a loyal audience among the visitors. Our goal is to provide visitors not only a place to shop, but also a place to leisure with the family. Parents strive to create happy moments of childhood for their children despite the current difficult conditions. And we try to help them, each each time offering different interesting activities: animation programs, puppet theaters, masterclasses, family quizzes, outdoor planetarium and etc.д. It can be said that these events bear and some social function and help to form a positive image of the TRC, which is important to attract new guests. What about the impact on traffic, similar events could extend the time of stay in the TRC: often parents with children go to savor the favorite food meals at the food court, while they have theremake defined daily purchases and etc. These activities positively affect the general attendance and the atmosphere at the shopping center. – Name a few trends in the behavior of customers in a full-scale war? – We have adapted to the realities of war: to the light outage, to constant anxiety. These current challenges affect the more efficient planning of time, including the time allotted for shopping: visitors are faster to shop, not for a long long stay in the gallery. But traditions to buy gifts to relatives, friends, meet for coffee and others are not changing. – How have supported the serviceability of the TRC and have optimized the costs? – The power outage has become a serious challenge for both landlords, and tenants. Our TRC has become one of the cells, ensuring normal functioning even with an extended power outage. We organized a power system from a diesel generator, allowing to keep the stores operating without interruptions. In addition, we have optimized our costs for the service of the TRC, so that the service and quality is never affected. – Now there is a staffing crisis in Ukraine, are you having problems with the selection of people for jobs? And are there no open jobs now? – Yes, We are experiencing a shortage of staff first first in the technical specialists in the operations division. In significant degree this is exclusively male occupations and specialties.Our TRC is in the real estate portfolio of Dragon Capital. So the level of the company in the market, sustainable development, professionalism of the team is also about our reputation as an employer, that’s why we are successful in closing positions, attracting the best candidates. – In August 2024 year Gremio Grill opened, and in September the Corner M’yastoria appeared. How in together are the popularity of restaurants in the TRC? – Opening of the Food-court in Piramida the Piramida Months before the full-scale invasion was the right decision – it enhanced our TRC and satisfied the demand of the residents of the large sleeping area. The popularity of our food court in its first purpose encourages us to reinforce and diversify it further by opening new restaurants, such as Gremio Grill and M’yastoria. – A How about the behavior of visitors, as a rule, is it long meetings at the food court or quick to snack, or take something with themselves? – Many people visit restaurants or cafes not just to snack, but to have long meetings: work, with friends or relatives, for rest and things like. We have created a comfortable and cozy atmosphere at the food court, which has also contributed to the popularity of the visitors. We even had to expand the seating area. – The Calendar of holidays has shifted: now andSt. Nicholas Day and Christmas will be celebrated in December. How did the shopping center create a festive atmosphere this year? – Of course, we are celebrating along with all Ukraine. For our TRC is always a special period: We try to create a holiday atmosphere for all visitors thanks to the New Year decor, and for our most smallest usually organize themed children’s activities. In this year so also is and the meeting with Saint Nicholas, who distributed gifts, this and master classes on creating New Year’s gifts and entertainment with Santa and his team. This is all our common traditions and values. – You are investing a lot in improving the TRC. This and modernization of the facade, and convenient modern parking, and renovation of the entrance to the station of the metro Poznyaki. And how are you working on barrier-free so that all customers will receive the same service? – -To ensureequalaccessforpeoplewithdisabilities,a number ofmeasureshave been taken:installedelevators,handicaps,andalsoaddedsignagewithBrailleforeasyorientation.Thesechangeshelptocreateacomfortableenvironmentforeachvisitor,ensuringthesamelevelofserviceforallclients. -And,of course,abouttheplans. –ThePiramidaRecentlyPiramidaisalreadythethirdtimethatwasrecognizedasthebestsmallsmallshoppingentertainmentcenterinthemillioncitiesinthecity.AwardRAUAwards2024.We believethisrecognitionistheresultofathoughtfulapproachtodevelopment,thankstoaqualitypooloftenantsandpopularbrands,andtheconductofdifferentbrands.Butwewillnotstopandweplan tocontinuetoimprove. Wearefocusedonincreasingtenant-mixandattractinginternationalbrands.We alsocontinueeffectivetenant rotationstooptimizethespace.AftertheVictoryofUkrainewe plan toreturntocompletionofthereconstructionoflotsofthesecondfloorofPiramida Shopping Center.
About attendance, trends in customer behavior, spending in war and staffing crisis
About the Food Court and Christmas atmosphere
About barrier-free and plans
