The marks of reference begin to move to the center of Madrid or Barcelona. Its objective: the urban avenues of the ‘prime’ retail.
The future of the main chains goes through the capitals. Expanding, most brands change their strategy and move to the urban center of Barcelona or Madrid.
Approaching the customer has become the most important. And if this is in the urban area there is nothing more to talk about.
Something like this was anticipated last fall, when Ikea opened its first ephemeral stores on the trail of Madrid and the Born of Barcelona. Months later, Media Markt, Leroy Merlin, Kiabi, Decathlon or Ikea themselves open their flagship store on the main avenues.
Just like Zara, H & M, Primark and Uniqlo already did; The decoration, the sport or the electronics ‘low cost’ take the urban center.
New concept with less surface
Just over five years ago, Media Markt realized that most of the customers bought in their traditional outlets and shared a ZIP code of the city center. This was added to the loss of market large distribution operators such as Carrefour. This compared to others such as Mercadona.
Two factor raised the need to approach to the public rather than expect it to be in search of a large area. Although there was a significant space availability problem. Therefore, shops used to premises that exceeded 15,000 m2 had to adapt to spaces between 1,500 and 3,000 m2.
Smaller surfaces that gave rise to other commercial concepts, allowing to profit each square meter.
From the periphery to the ‘almond’ of Madrid
The first was Media Markt, which began to be installed on the Paseo de la Castellana in 2016. This store was followed by a second one on Alcalá Street and a third one in the Plaza del Carmen in Madrid. Just 200 meters from the central Puerta del Sol.
However, the electronics giant has not been the only one to bet on the central almond of Madrid. Decathlon followed the steps opening on Orense Street. One of the most commercial in the Spanish capital.
While Carrefour applies the ‘express’ concept. Now opens ‘bio’ food supermarkets in full competition with El Corte Inglés or Mercadona.
The last to embark on this adventure for the ‘prime’ retail Madrid have been Ikea and Leroy Merlin. The Swedish brand projecting to open before the summer that will be its store of the ‘future’. A shop-showcase in the central Serrano street of the capital. While Leroy Merlin negotiates to replace Cortefiel in Raimundo Fernández Villaverde street.
New ‘prime’ retail customers from Barcelona
The conquest of the most fashionable intersection of Barcelona, ??located in Gran Vía with Paseo de Gracia, has anticipated future operations.
Zara and H & M already work at full capacity, waiting for the first has of Uniqlo in Spain.
Something that will happen only a few months after Media Markt landed on Calle Fontanella. An inauguration that took place last December in a local of 2,500 m2 a few meters from Plaza Cataluña.
After that, the operation was even speculated with the opening of a Decatlhon of 2,000 m2 in the building of the Cambra de Comerç in Barcelona. Place that finally occupied CaixaBank.
The last to join the city center is Kiabi, which will open a flagship store of 2,200 m2 at number 9 Paseo de Gracia. Taking over from H & M in which it had been one of its most emblematic stores.
