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0Cushman & Wakefield | Moscow | 2019
MOSCOWCushman & Wakefield
Global Cities Retail Guide
1Cushman & Wakefield | Moscow | 2019
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.
2Cushman & Wakefield | Moscow | 2019
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.
3Cushman & Wakefield | Moscow | 2019
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
4Cushman & Wakefield | Moscow | 2019
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.
5Cushman & Wakefield | Moscow | 2019
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
6Cushman & Wakefield | Moscow | 2019
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.
7Cushman & Wakefield | Moscow | 2019
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
8Cushman & Wakefield | Moscow | 2019
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
oxana.mostyaeva@cushwake.com
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