Berlin///Germany – ALEXA at Alexanderplatz is continuing its successful leasing and modernization course. In the first half of 2026, new store concepts, space expansions by existing partners, and investments in dwell time and service quality have further strengthened the location. A particularly visible sign of this development comes from POP MART: at the start of the second half of the year, the international cult brand expanded its store at ALEXA to more than four times its original sales area.
This continues the positive trajectory ALEXA saw last year. By the end of 2025, the shopping and leisure center was 99 percent leased and recorded growth in both visitor numbers and sales. Over the course of the year, 19 new leases and store expansions were completed, along with 27 contract renewals.
Brands invest in the location
One of the key developments in the first half of the year was the further strengthening of the Danish Bestseller Group’s presence at the center. On April 16, children’s fashion brand Name it opened a store of around 370 square meters on the first floor. Vero Moda had already reopened on March 26 following an extensive renovation, with the modernized and significantly enlarged store presenting the brand’s current concept across roughly 296 square meters.
At the end of June, a new Apollo store also opened on ALEXA’s ground floor. The concept combines classic optician services with current eyewear trends, style consulting, and technological innovation. Fittingly, the opening was marked with a series of activations and experiential offerings timed to Berlin Fashion Week.
“Our development in the first half of the year shows that today it’s not just about attracting new brands to a location. The quality of a retail destination is shown above all by existing partners investing, expanding their spaces, and rolling out their newest concepts. ALEXA gives brands the opportunity to launch with visibility in Berlin and then continue to grow,” says Dirk von der Ahé, Head of Leasing Germany at Sonae Sierra.
POP MART grows from German debut to flagship format
This development is especially evident with POP MART. The internationally successful designer toy and collectibles brand opened its first German store at ALEXA in July 2025. The launch was an exceptional success from the start: in its opening week, ALEXA recorded around 14 percent more visits than usual, and media attention extended well beyond Berlin.
Less than a year later, POP MART has expanded its ground floor sales area from 73 to 335 square meters. According to the company, this makes it the largest POP MART store in continental Europe. The new store design is modeled on the brand’s international flagship stores and places even greater emphasis on the shared experience of its collector community.
The rapid expansion is a clear example of ALEXA’s role as a platform for international market entries and high growth retail concepts. Brands benefit from the center’s central location at Alexanderplatz, its high visibility, and its diverse audience of Berlin locals and visitors to the capital alike.
Investment in service and dwell time quality
Alongside the ongoing development of its brand portfolio, ALEXA also invested in the shopping experience during the first half of the year. The main entrance on Grunerstrasse was upgraded with new seating and a redesigned customer information point. At the same time, the center introduced a new, flexibly rechargeable center gift card on a Mastercard basis.
By combining strong international brands, modern store concepts, service offerings, and experience driven events, ALEXA continues to build its position as one of Berlin’s leading shopping destinations.
In the second half of the year, the focus remains on high growth concepts, the continued development of existing partnerships, and brands that complement the location’s distinctive urban and international profile.
(dp)
