Credit: Sonae Sierra

Sonae Sierra launches new positioning

Sonae Sierra rencently started a new chapter in management and strategy. In line with this the company has now launched a new image and positioning, illustrating the company’s new strategic cycle.

“Open mind, greater value” is Sierra’s new positioning, reflecting the Company’s ambition to expand its business into new areas, in line with its latest strategy.

„Our new business strategy includes a renewed ambition for growth and requires the company to be more open to new market sectors, with a more comprehensive and flexible positioning“, says Inês Drummond Borges, Chief Transformation Officer of Sierra. „With this open-mindedness, we want to generate more economic, environmental and social value, through the creation, development and management of spaces for the cities of the future, with a better and more sustainable quality of life for people and communities. 

In addition to communicating a renewed focus on value creation, opening up to more diverse businesses, this evolution will enhance aspects that have always differentiated the company in the market. These include the ability to create long term partnerships with key investors, institutions and professionals. The enhancement of local perspectives combined with the good practices of an international player, the pragmatism and know-how to make things happen and a focus on sustainability, are other aspects that will be reinforced by this new positioning. This new image is in line with the renewal of Sonae’s identity.

A new cycle, a new strategy

This change in the Sierra brand illustrates the company’s new business strategy, recently disclosed, and based on four pillars. 

The first is the expansion of the investment fund management business through the creation of vehicles adapted to the profitability and sustainability objectives of different types of investors. 

The second, the enlargement of the real estate development activity to sustainable and differentiated urban projects, integrated in the lives of local communities, with different uses, such as residential, office, leisure or commercial.

The third, the strengthening of the integrated offer of real estate services, in the context of new experiences designed for cities, through Reify, a business unit focused on developing multidisciplinary solutions for the creation, renovation, and improvement of spaces.

The fourth pillar is the preparation for the future of the portfolio of shopping centers under management, through the creation of differentiated and multichannel experiences, adding value for consumers, tenants and partners. 

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