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Retail real estate is facing far-reaching changes. Which concepts will make locations future-proof? Which strategies prevent vacancies? And how can a smart tenant mix ensure long-term success? The exciting Retail PIN forum at this year’s Retail Real Estate Congress 2025 (HIK) in Berlin will provide answers to all these questions.

Pop-up shops are more than just a trend; they are a valuable business opportunity and here to stay. Without having to commit to a long-term commercial lease, pop-up stores promote brands, concepts, services or products in a short period of time. Building on this idea, Storefront, a sharing-economy company, provides short-term retail spaces for rent to companies through an online platform, used specifically as pop-up retail locations.

Opportunities for mutual growth and improvement are made possible by data sharing with tenants at shopping centers or multi-retailer locations, states Uroš Blagojević, Property Management Director at MPC Properties. Retailers and their tenants can synchronize strategies and develop complementary offers by sharing insights, such as aggregate customer demographics, peak shopping times, and purchase trends.

Shopping centers have evolved beyond physical spaces into dynamic digital ecosystems where every interaction generates valuable insights. The challenge isn’t just collecting data—it’s about using it responsibly to drive tenant success, states Jean Carlos Delgado, the Brand and Marketing Director of HyperIn. In this guest article, he explains the benefits and conditions of data sharing on the B2B and B2C levels and why trust is most important in all aspects.

Retail real estate is back on the menu and continues to qualify as a significant portfolio component in the portfolios of institutional real estate investors, says Steffen Hofmann, Managing Partner at ambas. Even very large assets have proven eligible for transactions in the challenging investment market environment. Therefore, he is rather optimistic about the upcoming months. In this interview, he takes a look at the 2025 investment market.

“We are a growth-minded company,” states Vasco Santos, Global Sales & Leasing Director at Ingka Centres. The Scandinavian-rooted, globally active company operates in Europe, China, the US, and is establishing its presence in India. Its main goal is to create meeting places that go beyond shopping and provide real, meaningful value to the community. Despite the company’s success, especially in China, Santos expresses its continuous commitment and appetite for the European market but also stresses that the local market can learn a lot from international examples.

Coresight Research, a research and advisory firm specializing in retail and technology, and NextRivet, a digital innovation and implementation consultancy specializing in retail real estate, announced their strategic partnership and the launch of CoreRivet. The CoreRivet service is designed to empower retail and real estate executives with actionable insights and cutting-edge technologies that drive sales growth, operational efficiencies, and elevated customer engagement.

Over the past decade, the retail landscape has undergone a seismic transformation redefining the very essence of the sector. Customers’ expectations of convenience, personalization, experience, community, and sustainability have changed dramatically. The purpose of physical stores is being redefined, with goods and products taking a backseat to experiences. Today, successful retail destinations are those that cultivate connection, joy, and community.

Retail parks have established themselves as one of the most stable asset classes in the retail sector in recent years. Making clever adjustments to the tenant mix ensures both the security and long-term development of a retail property. That fact is clearly demonstrated by a number of assets in MEC’s portfolio, in particular, by the Dreieich Nordpark case study, as Christian Thiele, Head of Leasing Management at MEC, explains.

The disposable income gap between Central and Eastern Europe’s (CEE) economies, which are enjoying solid economic expansion, and stagnating Western European countries is narrowing fast. This is buoying consumer spending in markets like Poland and Romania and attracting international and regional retailers to large modern shopping centers that dominate the CEE’s shopping and experience landscapes, while also offering higher margins and lower costs, NEPI Rockcastle’s latest ‘White Paper for Growth’ research concludes.

ACREM is the mall management company behind TEG (Tirana East Gate). The shopping center in Albania set a completely new standard regarding professionalism and efficiency, resulting in the Albanians not having to hide behind the Western industry giants in terms of footfall and catchment areas. ACROSS Management Director Reinhard Winiwarter discussed with Elda Hysenbelli, CEO at ACREM, and Joana Korimi, Head of Marketing at ACREM, what mall management and marketing à la TEG looks like, what their customers demand, and why some customers feel so comfortable in the center that they even get married there.

“We need something that is consistent between retailer, operator, landlord and investor, and can be the key behind every decision, and shopping experience is the obvious answer.” Our latest Retail Talk, “Uncovering the REAL Issues, Problems and Challenges of Retail Real Estate”, revealed that many of the retail industry’s current issues can only be tackled if first we solve the problems that stem from within, as skills such as leadership, fast adaptability to the changing market environment, courage, as well as mutual understanding during the decision-making process are necessary yet barely present in the industry.

The challenges facing the retail real estate sector are more significant than ever. Future-oriented solutions for retail properties such as retail parks are urgently needed – this is precisely where the Retail PIN comes in. This newly founded think tank, an initiative of six leading companies in the retail real estate industry, pools strategic expertise and a shared vision: to actively and sustainably shape the future of retail locations.

Steffen Eric Friedlein is Managing Director Leasing Services at ECE Market places and, as such, is a member of the prestigious MAPIC Awards jury. In an interview with ACROSS, the manager talks about why positive examples are more important than ever, especially in economically challenging times, what constitutes outstanding performance in the retail real estate industry, and how he and his team implement the principle of excellence across the ECE portfolio.

With the FREY Group as a new financially strong property partner providing robust support, ROS Retail Outlet Shopping is setting the stage for further growth and enhanced premium outlet shopping destinations across Europe. Major expansions at four centers and two new developments are set to be completed within two years.

“We are all aware of the seismic changes in the retail landscape in recent years that have affected both owners and occupiers”, says Chris Fleetwood, Deputy COO Real Estate at Redevco. Therefore, a combination of macroeconomic events, higher-for-longer interest rates and inflation, increased consumer awareness of their own environmental footprints and values, and the emergence of transformative technologies have created an ever more competitive environment.

Expo Real, Europe’s largest property and investment trade fair, concluded with a strong focus on digital transformation in the real estate sector. Among the key exhibitors, HyperIn stood out for its contributions to discussions on the evolving landscape of commercial real estate technology. The event served as an important platform for HyperIn to showcase their all-in-one platform, engaging industry leaders and sharing insights on how technology is shaping the future of property management.

In order for retailers and retail property operators to inspire and retain customers in the long term, it is essential that they rethink their spaces and develop innovative concepts, according to HBB. Such new approaches include the redefinition of multi-sensory shopping experiences and strategies to enhance the customer experience.

Norbert W. Scheele has worked for C&A in various functions and countries for more than 40 years. Not only does he have four decades of first-hand experience dealing with change in the retail sector, he has also overseen the expansion into Eastern Europe. At a time when the mood in the world of retail is more divergent than ever between the East and the West, when the middle segment is shrinking in favor of luxury and discount stores and consumers as well as employees seem to have become more and more demanding, it is all the more worthwhile to take a look at the situation and the development of retail in Austria and Europe with an experienced retail expert like Norbert W. Scheele. For 6 years he is as well vice president of the Austrian retail association.