The Portuguese have gotten used to it. We’re talking about temporary stores, or pop-up shops, which tends to multiply in different shopping centers as the Christmas season approaches. They then disappear around the first weeks of January.
The spaces managed by CBRE (such as UBBO in Lisbon, Alameda Shop&Spot in Porto or Fórum Madeira, among others) have a total of almost 200 kiosks and pop-up stores during the Christmas period, spread across 10 shopping centers.
This year we received about 15 to 20 stores popup and kiosks, depending on the shopping center,” says Mónica Pinto Coelho, Iberian director, marketing property management from the company. A temporary business that represents approximately 30% of the annual turnover in November and December specialist leasing (shopping center income),” the manager adds.
Although the value was lower last year – it corresponded to 15% of annual turnover – these vacancies equate to 200 to 300 jobs in each CBRE center, he also says.
Sonae Sierra shopping centers (including Colombo, MaiaShopping, NorteShopping and CascaiShoping) have decontextualized time and operate around 25 temporary stores, mainly active in the fashion, fine grocery, gourmet, gift and design sectors, he says . Moita, head of marketing europe & new markets from Sierra.
“The company-run centers have a regular presence of these types of stores, which are not just focused on Christmas. The portfolio for this new area includes what we call a temporary store occupancy model flash store“. These spaces have a maximum operating period of six months and “great demand has been observed, with a very good reception on the market,” reveals the person in charge, adding that, compared to 2022, they had the same success.
Business success is what motivates Douro’s Flavors to become a… popup in various shopping centers for several years. The one at Centro Comercial Colombo in Lisbon, for example, is open until January 7 and “for now the results are very good,” says the person in charge of the brand, Anderson Arruda.
Douro’s Flavors sells liqueurs and chocolate cups, and for the manager, these temporary spaces are an “excellent way” to increase sales. “Those who don’t know the brand and buy it for the first time will repeat it the following year,” he assures, revealing that business exploded the weekend after the launch. sexta-feira Negra. “Now, until Christmas it will be like this tree. This is a very good sales period and represents 50% of annual sales,” he explains, saying the temporary stores “give visibility and prove that these products are a unique gift.”
The focus on visibility is also one of the factors that the Iberian General Manager of Multi Corporation points out for the success of these spaces. In Portugal, Multi manages the forums Armazéns do Chiado, BPlanet, the Algarve Forum, the Coimbra and Viseu forums and the LX factorythat offer solutions for temporary spaces, which are highly sought after during the Christmas period.
“In 2023, the rental of 13 temporary spaces at this time of year was completed, which means that almost all centers managed by Multi Portugal have already occupied all their temporary spaces at this time of year,” indicates Francisco Cavaleiro de Ferreira. The person in charge adds that the seasonal demand for these spaces is more evident during the holidays, when there is greater consumption.
In turn, Via Outlets, which manages the Freeport Lisboa and Vila do Conde Porto Fashion, explains that in both facilities there is a space popup of packages, “careful and organized, different from the usual similar spaces that we are used to and that respect the DNA of the centers in the art of welcoming”.
At the same time, work is also being done on sustainability and reducing the energy consumption of Christmas lights, the company also indicates.
Mónica Costa is a journalist for Dinheiro Vivo
Source: DN
