Berlin, Forum Köpenick

At the “Forum Köpenick”, developed by Jagdfeld Real Estate over 25 years ago in the heart of the Berlin district of the same name, the positioning of the center in particular was revised with the help of LIMBIC® Retail Management in the course of the latest modernization measures. It was found that the ‘Harmonizer’ type is significantly more strongly represented in the center’s catchment area than the national average. This consumer is described as a family- and relationship-oriented, socially aware consumer who places particular value on a harmonious home and social interaction, according to the brief characteristics.

The analysis provided an action corridor for optimal strategic planning of the brand mix, atmosphere and convenience for the center relaunch. As a result, suitable sectors and brands were evaluated and acquired for the catchment area in accordance with LIMBIC® , further increasing the consistently good occupancy rate and raising the average rent. Tenants that match the Harmonisers’ purchasing motives, such as Gerry Weber, denree and Wajos, were acquired and others were convinced to adapt the design of their store units. The interior was optimized in terms of materials and colors, so that large-space tenants and brands that match the customer types in the center’s catchment area have moved into the basement, which had a very small-scale layout. The branch mix of the Forum Köpenick is thus tailored to the Harmoniser and has since been even better received than before.

The Forum Köpenick, together with the Bahnhofstrasse in front of it, is designated as the main center of the Treptow-Köpenick district. It is therefore relatively important as a basic supply facility. Residents of the neighborhood can buy everyday necessities close to home. The neighboring Köpenick S-Bahn station, which is an important transfer station for commuters from the district and the surrounding area, offers additional frequency potential. This means that the wide range of products in the center draws on relatively high market potential.

Revitalisation

Jagdfeld Real Estate invested around €8 million in the refurbishment of the center between 2021 and 2022, setting the course to maintain its position as a central supply and shopping anchor in south-east Berlin in the future. The entire basement was converted to create more spacious sales areas. Small-scale rental units were consolidated in favor of more spacious retail space. The installation of two elevators to the Bahnhofstrasse entrance has since made it even easier to access the redesigned area.

Despite the coronavirus crisis and all its uncertainties, the conversion was completed on schedule and within budget.

In this context, anchor tenant REWE fundamentally modernized its local supply concept and expanded its space by 700 m² to approx. 3,200 m². The result: significantly more regional goods and a wider range of organic products, a large and varied range of fresh produce and a dedicated “Sushi Bar”. The store is also designed to be barrier-free and has a pick-up service.

The other existing tenants in the basement, denn’s Biomarkt and Rossmann, were supplemented by the new tenants Spiele Max (relocation from the 1st floor), TEDi and Futterhaus.

With the strategic reopening of TEDi and Futterhaus, there is once again a range of small pet supplies and accessories in the center that meets the growing needs of the target group from the Köpenick catchment area.