MOSCOW - Cushman & Wakefield

0Cushman & Wakefield | Moscow | 2019

MOSCOWCushman & Wakefield

Global Cities Retail Guide


MOSCOW

OVERVIEW

Moscow is the capital city of Russia and

the biggest consumer and retail market in

the country. As of January 2018, 12.2

million people live in the city. Retail

turnover is more than 3 times more than in

St. Petersburg and 20 times more than in

other cities with over a million

inhabitants.

There are 120 quality shopping centres in Moscow with

a total GLA of 5.3 million sqm, which is 25% of total

retail stock in Russia. The purpose of visiting shopping

centres is not restricted to only making purchases, but is

shifting to leisure and recreation. There is an obvious

trend for shopping centres to have extensive

entertainment and food and beverage areas. These

zones have become points of attraction in shopping

centres, generating additional footfall.

Large-scale city improvements are being held in

Moscow as part of the My Street project.

Redevelopment is generally targeted at pedestrians -

the streets are becoming wider, while parking areas

close to the city centre are now limited and paid.

Development of this kind has a large impact on high

street retail as whole and the profiles of some streets. In

particular, fashion operators are being replaced with

tenants that are focused on pedestrian traffic, such as

restaurants, cafés and convenience stores.


CITY CENTRE

The oldest shopping destination in Moscow is

concentrated around the Kremlin. GUM shopping centre

was opened in 1893 and located in front of the Kremlin

on the opposite side of the Red Square. It is an iconic

place for many retailers and a popular tourist destination.

The exceptional historical interiors and unique location

attract luxury brands, such as Gucci, Louis Vuitton,

Moschino, Dior, Burberry, Escada.

Among the surroundings there is Nikolskaya Street

which after reconstruction started to generate huge

people traffic and became a popular place for retailers of

different types. Tretyakovsky Proezd is occupied by

luxury retailers such as Mercury, Dolce & Gabbana, Tom

Ford, Ralf Lauren and Brioni.

MOSCOWKEY RETAIL STREETS & AREAS

TVERSKAYA STREET

This is one of the busiest streets and shopping locations

in Moscow, a ‘must visit’ area for all tourists in the city. It

starts from the Kremlin and goes north. Historically, the

street was home to the flagship stores of many fashion

brands, however after the ban of parking and

reconstruction, Tversakaya Street’s tenant mix has

changed significantly. Now it is occupied with operators

mostly focused on pedestrian traffic – catering operators,

pharmacies, banks and mini-markets.

Areas adjacent to Tverskaya Street (e.g. Kamergersky

Pereulok, Bolshaya Dmitrovka) attract high pedestrian

flows as well offering huge retail activity potential and

now are primarily occupied by cafés and restaurants.


MOSCOWMARKET OVERVIEW

KEY AREAS/

STREETS/

SHOPPING CENTRES

CONSUMER

PROFILEMAJOR RETAILERS PRESENT

TYPICAL RENT

FOR 150 SQM UNIT

(RUB/ SQM/ YEAR)

RANGE OF UNIT

SIZES (SQM)

Tverskaya Street Mass market. The busiest

street in Moscow

Moy Auchan, Bosco, AV Daily, United Colors of Benetton,

That’s Living60,000-150,000 100 - 1,750

GUM Luxury brands, mid-upper

brands

Agent Provocateur, Bulgari, Burberry, Calvin Klein, Cartier,

Coach, Dior, DKNY, Etro, Fabi, Falke, Fendi, Freywille, Furla,

Gucci, Hermes, Louis Vuitton, Marella, Marina Rinaldi, Max

Mara, Max & Co, Miu Miu, Moncler

100,000 -250,000 50 - 500

Okhotny Ryad Mass brands

ZARA, Uniqlo, Pull&Bear, Stradivarius, Colin's, Swarovsky,

Mango, Adidas, Bershka, Armani Exchange, Calvin Klein,

Converse, GAP, Pandora, Superdry, Swatch, Victoria’s Secret,

Helly Hansen

150,000 – 190,000 50 - 800

Evropeisky Mid-upper and mass brands

Calvin Klein Jeans, ZARA, Hamleys (1,700 sqm), Pull&Bear,

Bershka, Stradivarius, Massimo Dutti, Marks & Spencer,

Mothercare, Lacoste, Mango, Topshop, Uniqlo

200,000 – 250,000 50 - 2,500

Metropolis Mid-upper and mass brands

Hamleys, ZARA, H&M, Mango, Uniqlo, Bershka, Nike,

REEBOK, Lacoste, Superdry, Zara Home, Pull&Bear, LC

Waikiki, Crocs, OYSHO, Guess, Colin’s, Marks & Spencer

100,000 - 150,000 50 - 2,500

MEGA malls

(MEGA Khimki, MEGA Belaya

Dacha & MEGA Teply Stan)

Mass brands

Auchan, MEGA, IKEA, OBI, Colin's, Mango, Marks & Spencer,

Massimo Dutti, Furla, MAC, Marks & Spencer, Mothercate,

Pandora, Pull and Bear, U.S. Polo Assn., Uniqlo

N/A 50 - 7,000

Aviapark Mass brands

Auchan, OBI, Hoff, Massimo Dutti, Modis, Pull&Bear, Bershka,

Mango, Tommy Hilfiger, ZARA, H&M, Uniqlo, Armani

Exchange, Stradivarius, cacharel, Calvin Klein, Converse,

crocs, Falke,

80,000 – 120,000 50 - 11,000


OKHOTNY RYAD

One of the first professional retail schemes in Moscow

opened in 1997. It is an underground shopping centre

located right in the centre of Moscow, next to the Red

Square. Due to the central location and presence of mass-

market brands, the centre always has high footfall.

MOSCOWSHOPPING CENTRES

AVIAPARK

Aviapark is a shopping centre which opened in 2014 with

a GLA of 230,000 sqm - the largest shopping centre in

Russia and Europe. The mall has four levels and a two-

level car park. Anchor tenants include Auchan, Hoff, OBI,

Decathlon, large fashion gallery and Karofilm, one of the

biggest cinemas in Russia. The first Kidzania

entertainment centre opened there and is very popular

among visitors.

MEGA

One of the first international developers, which entered

the Russian market in the 2000s, was IKEA. It has

become one the largest retail developers in Russia with

MEGA mall super regional projects. There are 3 MEGA

malls located in the Moscow suburbs. Many international

mass market brands are present in these shopping malls.

Even though the scheme was opened more than 10 years

ago, the shopping center is still up-to-date due to

continuing renovations. Having IKEA as a unique tenant

gives the shopping center a competitive advantage.

EVROPEISKY

The centrally located Evropeisky, which opened in 2006,

is one the most popular shopping centres in Moscow. It is

located near the Kievsky train station and the busy

Kievskaya metro station. Its popularity with Moscow

consumers provides retailers with some of their highest

sales turnovers in Moscow.

METROPOLIS

Metropolis is considered to be one of Moscow’s ultimate

shopping and entertainment destinations with a selection

of well known international brands. It is conveniently

located at a major transportation hub between the airport

and the city centre, close to a metro station. It is home to

over 250 shops and the majority of retailers would prefer

to enter the mall. The extension of Metropolis opened in

2016, which increased the GLA from 80,000 sqm to

120,000 sqm. The extension is connected to the Moscow

Central Circle station; passengers have a direct

connection from the railway station to the metro station

through the shopping centre galleries, which increases the

footfall.


OUTLET VILLAGE BELAYA DACHA

(GLA – 32,000 sq. m) was the first factory outlet

development in Russia opened in 2012 by Hines.

MOSCOWOUTLET CENTRES

VNUKOVO OUTLET VILLAGE

The first phase of the project was opened a year after

Outlet Village Belaya Dacha - in 2013.

FASHION HOUSE OUTLET

The first phase of the project of an international developer

- Fashion House Outlet (GLA – 19,500 sq. m) was opened

in 2013. The outlet is fully covered under the roof, which is

suitable in Moscow climate conditions. The retail scheme

is still in the process of development – the third phase of

the project is planned.

OUTLET

CENTRE

CONSUMER

PROFILERETAILERS PRESENT

F&B AND LEISURE

TENANTS

RANGE OF

UNIT SIZES

Outlet

Village

Belaya

Dacha

Trendy fashion-

conscious shoppers

Tommy Hilfiger, Meucci, Michael

Kors, Freywille Guess

Il Pario, Shokoladnitsa,

Shooga Cafe30-1,000 sqm

Vnukovo

Outlet

Village

Trendy fashion-

conscious shoppers

Albione, Calvin Klein, Cacharel,

Caterina Leman, New Balance,

Tommy Hilfiger

Trattoria, Coffee Mania,

Chicken Roll30-1,000 sqm

Fashion

House

Trendy fashion-

conscious shoppers

Baldinini, Benetton, Cacharel,

Calvin Klein, Furla, Fabi, Mango,

Levi’s, Max Mara

Shokoladnitsa, Il Patio 30-1,000 sqm


MOSCOW

NEW DEVELOPMENT

WATCH

DEVELOPMENT TO WATCH OUT FOR

DREAM ISLAND

Total Scheme Size 292,000 sqm

- Retail 70,000 sqm

Planned Opening Date Q4 2019

Consumer Profile Mass market

ABOUT THE DEVELOPMENT

The shopping center is going to be a part of the first in

Europe and the only in Russia indoor children’s theme

park. The development is located on the Moscow River

shore,10 minute-drive away from Kremlin.

Dream Island includes amusement park with various

attractions, promenade with concert hall and multiplex,

landscape park, riverwalk and hotel.


Moscow is the most actively developing

F&B market in Russia, and all new trends

start from here.

Relatively new for the market, the fast-casual format has

been actively developing for the past three years,

although its market share is below 1%. The increase is

caused by changing consumer behaviour; a growing

‘foodie’ culture and the value of the eating experience.

Also, due to a decline in incomes, customers have

swapped from fine-dining restaurants to lower value

options.

Along with the growth in the number of fast-casual

establishments, a new format for the Russian market has

emerged: food halls. 8 new concepts opened during last 3

years, and more and more projects are being announced.

Over the past few years, the street reconstruction

programme in Moscow, aimed at expanding the

pedestrian areas and limiting parking in the centre, has

led to a change in tenant profiles on shopping streets. Due

to the increased pedestrianisation, many cafes and

restaurants have taken the place of clothes, shoes and

accessories shops. Catering establishments now occupy

the bulk of retail space on shopping streets in the city

centre.

MOSCOWFOOD & BEVERAGE


FOOD & BEVERAGE MARKET OVERVIEW

MOSCOW

KEY AREAS CONSUMER PROFILE FOOD & BEVERAGE OPERATORS

RENT FOR 200-

300 SQM UNIT

(RUB/SQM/YEAR)

Kuznetskiyi Most /

Kamergerskiy

Longstanding pedestrian

entertainment area.

Fashionable district in the

historical city centre.

Dve Palochki, Akademia, Le Pain

Quotidien, Prime Cafe, Bolshoi, Costa

Coffee, Krispy Kreme, The Most, Chips,

Cherdak, Vogue, Dante

70,000-200,000

Pyatnitskaya

Lively retail and leisure

district, surrounded by areas

of business activity.

BQ Cafe, Luisiana, Le Pain Quotidien,

Easy Brix, Bjorn, Cheretto, Paul, Taras

Bulba, Meatless, BB&Burgers, Est’

Khinkali Pit’ Vino, Molly Gwyn’s

50,000-110,000

Myasnitskaya

Historical city centre with

large number of restaurants

and cafés of varying quality.

Aloha Bar, Dream Bar, Babetta Café, Dve

Palochki, Marketplace, Krispy Kreme,

Prime Café, Burger King, KFC,

McDonald’s

40,000-100,000

Arbat

Longstanding pedestrian

entertainment area. Lively

retail and leisure district.

Traditional tourist destination.

McDonald's, Starbucks, Le Pain

Quotidien, Rukkola, Hard Rock Cafe, Mu-

Mu, Dunkin’ Donuts, Shake Shack,

Teremok, Shokoladtnitsa

60,000-120,000

Novy Arbat

Actively developing F&B

zone, which got ‘a new life’

after reconstruction.

Food Market 21, Black Star Burger, Obed

Bufet, Teremok, Dve Palochki, Zhiguli,

Barashka, Kitayskie Novosti, Burger

Heroes, Chesterfield, Chaihona

60,000-100,000

Maroseyka/Pokrovka

Centrally located historical

district with a lot of mid-price

bars, restaurants and cafés.

Central Market, Propaganda, McDonald’s,

CoffeMania, BB&Burgers, Teremok, Kleb I

Vino, MosDoner, Pita & Suvlaki, Saperavi,

Harat’s pub, I like wine, DoubleB

30,000-80,000

Nikolskaya

Pedestrian street that starts

from the Red Square.

Crowded with people,

especially with tourists.

#FARSH, Ryby net, Papa’s Place, Le Pain

Quotidien, Beverly Hills Diner, Krispy

Kreme, Varenichnaya #1, Teremok,

Baccarat Cristal Room

80,000-150,000

Tsvetnoy Boulevard

Several cultural

establishments, shopping

centres and business centres

are located in the area.

Central Market, Black Star Burger,

BB&Burgers, Krispy Kreme, Buddha Bar,

Probka, The Mad Cook, Valenok,

People&Pasta

70,000-100,000

No warranty or representation, express or implied, is made to the

accuracy or completeness of the information contained herein, and the

same is submitted subject to errors, omissions, change of price, rental

or other conditions, withdrawal without notice, and to any special

listing conditions imposed by our principals.

© 2019 Cushman & Wakefield LLP. All rights reserved.

OXANA MOSTYAEVA

Head of Retail

Ducat Place III 6th Floor;

Gasheka St. 6; Moscow, Russia

125047

Tel +7 916 181 7429

[email protected]

mailto:[email protected]

MOSCOW - Cushman & Wakefield

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