Central children’s store on Lubyanka decided to change the concept

Company A&NN Alexander Mamuta Retail, which manages the Central children’s store at Lubyanka, has begun to change the concept of CCS. About it RBC was told by the consulting company Cushman & Wakefield, which will implement the new strategy.

Before C&W has the task of “revising the functional zoning of the project, strengthening and addition of certain categories of goods and services, creating a strong offer for family audiences”, says the joint statement of the companies.

“Our goal is to make the Central children’s store the center of gravity, which will be interesting and useful to spend time and children and modern parents,” explained General Manager tsdm Peter Partm. According to him, in the CCS plan to open more cafes and restaurants, electronics stores, and strengthen the offer in the sports category. In addition, the store want to develop the segment of educational entertainment.

Partner and head of Department of trading real estate Cushman & Wakefield Ekaterina Zemskaya noted that CCS should be present not only in children but also the family range. The authors of the new concept is not going to change a large number of tenants. The company propose to change the zoning of the store to move tenants to a more relevant area or review area, which they do.

Each of the floors tsdm going to devote a separate age category. Just store nine floors, including two underground. Tenants occupy seven of them.

“After the reconstruction has turned a conventional shopping Mall without a single concept, segmentation and zoning,” explained head of shopping centres at Knight Frank Eugene Akberdieva. In her opinion, the other problems are too high-price segment present retailers and the lack of any range except child.

Tsdm reconstruction lasted from July 2008 until the end of March 2015. Store is the flagship project of the company “gals-development” (96,44% of its shares owned by the VTB group). In January of this year, the office tsdm gave A&NN Alexander Mamuta Retail.

For more information about changing the concept of the CCS read the material RBC: Lifestyle instead of toys: how to remake the Central children’s store