SIX URW FLAGSHIP LOCATIONS IN EUROPE TO BE REBRANDED AS WESTFIELD
DESTINATIONS
Expansion of Westfield network to Spain, Germany and Austria will offer greater
opportunities for global and emerging brands
Unibail-Rodamco-Westfield (URW) today announced that an additional six assets in four European
markets will be branded as Westfield destinationsin September, joining a globally recognized network
of flagship shopping centres in the US and Europe that collectively reach over one billion consumers
each year1
.
The new branded centres will include La Part-Dieu in Lyon, France; La Maquinista and Glories in
Barcelona, Spain; Donau Zentrum and Shopping City Süd in Vienna, Austria and CentrO in
Oberhausen, Germany. This follows the successful opening in March 2021 of the brand new 117,000
sqm Westfield Mall of the Netherlands, the first Westfield branded centre and largest retail, leisure,
and entertainment destination of its kind for that country.
The company’s Westfield destinations attract both established retailers and emerging brands in a
rapidly evolving retail, lifestyle and entertainment environment, providing flexible leasing formats
across multiple geographies, as well as opportunities to leverage significant consumer audiences for
multiplatform marketing activities.
Jean-Marie Tritant, CEO of Unibail-Rodamco-Westfield said: “Our portfolio of Westfield destinations
in major cities offers global and emerging brands a unique platform that harnesses both physical space
and the audience of consumers at our properties. These amazing European assets, with their strong
heritage, community contribution and enhanced offer in terms of unique retail, customer service,
dynamic events, and opportunity for brand partnerships, are primed to evolve further under the
Westfield banner.”
The flagship centres that will be rebranded share a number of characteristics in addition to being
among the most important retail centres in their respective markets: they are set in excellent locations
with unrivalled transport options, have distinctive architectural and design features and a best-in-class
approach in terms of community engagement, corporate social responsibility and sustainability.
The September launch will be celebrated through a range of global events and experiences connecting
Westfield customers around the world, supported by a pan-European marketing and advertising
campaign. These events will also showcase the company’s broader intention to become a global
launchpad for products and artists across media, retail, streaming channels, and live experiences
Opmerkelijke laatste zin. Op dit punt wordt de door Cuvillier ingezette strategie volledig voortgezet (alle flagships krijgen het "Westfield" brand en hieromheen wordt een wereldwijde marketingstrategie gebouwd) en dit duidt er m.i. ook op dat er geen volledige verkoop van de US flagship assets wordt voorzien doch een JV variant. Mijn analyse inzake de divestmentstrategie lijkt hiermee bevestigd te worden, i.e. alle regionals eruit en voor de flag ships co investeerders zoeken onder pensioenfondsen en verzekeraars.