NORDIC RETAIL MARKET ANALYSIS -...
Transcript of NORDIC RETAIL MARKET ANALYSIS -...
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
TABLE OF CONTENTS2
Foreword 3
Acknowledgements 3
Executive Summary 4
1.0 Introduction 5
2.0 Retail Environment 6
2.1 History of the Region 6 2.2 Consumer Socio-Demographics 8 2.2.1ConsumerSocio-DemographicProfile,Denmark 9 2.2.2ConsumerSocio-DemographicProfile,Finland 9 2.2.3ConsumerSocio-DemographicProfile,Norway 10 2.2.4ConsumerSocio-DemographicProfile,Sweden 10 2.3 Economic Fundamentals 11 2.4 Economic Prospects 12 2.4.1EconomicProspects,Denmark 12 2.4.2EconomicProspects,Finland 13 2.4.3EconomicProspects,Norway 13 2.4.4EconomicProspects,Sweden 14 2.5 Retail Landscape 15 2.5.1RetailerPresence 15 2.5.2RetailFormat 16 2.5.3RentalDynamics 20
3.0 Consumer Preferences and Behaviour 22
3.1 Preferred Shopping Location 23 3.2 Frequency and Duration of Visit 24 3.3 Purpose of Shopping Centre Visit 26 3.4 Factors important when choosing a shopping centre 29 3.5 Travelling to a shopping centre 31 3.6 Interaction with technology during the shopping journey 32
4.0 Retailer Insight 35
4.1 Perception of the Nordic Market 35 4.2 Market Opportunities 37 4.3 Consumer Perceptions 38 4.4 Retailer Strategies 41 4.5 Expansion Plans 44
5.0 Conclusions 45
5.1 Region-Wide Considerations 45 5.1.1Denmark 48 5.1.2Finland 48 5.1.3Norway 49 5.1.4Sweden 49
TABLE OF CONTENTS
NORDIC RETAIL MARKET ANALYSIS AUGUST2016
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Inrecentyears,retailershaveincreasinglybeguntolookattheNordicsas
anattractivemarketforexpansion,ledbythecapitalcitiesofStockholm,
CopenhagenandOsloand,toaslightlylesserextent,Helsinki,fuelledbythe
region’seconomicgrowthprospects,ahighlevelofaffluenceandanexpanding
population.
InternationalretailerpresenceintheNordicsiscurrentlylowcomparedwithother
Europeancountriesand,despitemanystrongdomesticbrands,thereisahealthy
appetitefromconsumersfortheintroductionofnewmainstreamfashion-oriented
andluxuryretailersfromaroundtheworld.
Retailerexpansionintheregionis,however,dependantontheavailabilityof
suitablespaceanddevelopershaverespondedtothisgrowingdemandwitha
numberofhighqualitynewdevelopmentsemergingoverthepastfewyears,most
recentlyexemplifiedbyUnibail-Rodamco’sonemillionsqft‘MallofScandinavia’,
whichopeneditsdoorsinNovember2015.
DespitetheclearappealoftheNordicsasawhole,itisimportanttorecognise,
however,thattheregioncomprisesfourverydistinctindividualretailmarkets
–Denmark,Finland,NorwayandSweden–eachwiththeirownunique
characteristicsandstructures–theacknowledgementandunderstandingof
whicharecrucialtoasuccessfulretailerstrategy.
Thisreportseekstohighlightthekeyconsiderationsforretailerswhoarelooking
toexpandtoanyofthefourmajorretailmarketsintheNordicregionwithregard
totheirindividualeconomic,socio-politicalandculturalcharacteristicstoenable
themtoidentifywheretheopportunitiesareforexpansionandensurethattheir
brandstrategyistailoredtotheuniqueneedsanddesiresofDanish,Finnish,
NorwegianandSwedishconsumers,ratherthanauniversal‘Nordicconsumer’.
FOREWORD
Jean LambertICSC,VicePresident, Research
Sarah ColeICSC,Managerof InternationalResearch
AcknowledgementsThisreportwaspreparedbyCBRELimitedandwasreviewedandeditedbyICSCResearch.SpecialthankstoBrenna
O’Roarty(RHLStrategicSolutions)andSandraGreisman(TheRetailHeadquartersAB)fortheirsupportandadvice.
InternationalCouncilofShoppingCenters
29QueenAnne'sGate
LondonSW1H9BU
UnitedKingdom
+442079763100
www.icsc.org/europe
3
FOREWORD
FOREWORD
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4 2.0 RETAIL ENVIRONMENT
Key findings of the study are:• Thecountriesareallsmall,open,export-led,mixed
economies.However,thecompositionoftheunderlying
exportmarketsvariessignificantly,resultingindivergent
economicperformanceandprospects.
• Theregionisaffluentandwealthiswidelydistributed
acrossthepopulations,withtheNorwegiansbeing
themostaffluentandtheFinnstheleast.Focusingon
comparativewealthwithintheregion,however,might
mistakenlyleadtoFinlandbeingdiscountedgiven
itsspendingpotentialsignificantlyexceedstheEU
average.
• Theretaillandscapeisdominatedbyshoppingcentres
inFinland,NorwayandSweden,inpartduetotheharsh
winterclimatethatfavoursenclosedretailformats.This
ismirroredinshoppingbehaviour,withupto40%of
consumersvisitingshoppingcentresatleastoncea
week,inNorway,SwedenandFinland,whilethisfallsto
alittleover20%inDenmark.(InDenmark,high-street
retailingpredominates.)
• Retailersmustbecognisantofthedifferentconsumer
attitudes,currencies,regulationsandcompetitorswithin
eachmarket.Forexample,Sundaytradinghoursvary
acrossthemarketsandwhileconsumerist,Swedesare
priceconsciouswhileNorwegiansfavourlocallysourced
products.
• Theyoungest(16-24)andoldest(55-65)agecohorts
havethestrongestpreferenceforshoppingcentresin
Denmark,NorwayandSweden.InFinland,the25-34
yearsoldsaremoreengaged.
• Inadditiontovisitingstores,whichremainstheprincipal
reasonforvisitingshoppingcentres,consumersalso
identifyshoppingcentresassocialspaces,witha
strongpropensitytomeetfriendswhentheyvisit.This
isparticularlystrongamongsttheyoungerageprofile.
Althoughthissupportsfoodandbeverage(F&B)
servicesinshoppingcentres,thelevelofengagement
isloweracrossallNordicmarketscomparedwithother
Europeancountries.Yet,consumersalsoindicated
thatincreasingtheF&Bofferwouldencouragethemto
frequentshoppingcentresmoreoften.
• Thepenetrationofinternationalretailersislowrelative
tootherEuropeanmarkets.Tosomeextentthisisdue
tostrongdomesticbrandsinkeysegments(e.g.,fast-
fashion)butalsoasaresultofalackofunderstanding
oftheopportunitiesineachmarket.Theconsumer
opportunityinthesemoreaffluentmarketsanda
shifttowardscity-ratherthancountry-ledexpansion
strategies,isincreasingcross-borderretaileractivityin
theregion.Suchretailersarefocusedoneithercapital
ormajorcitiesandincomparisontodomesticbrands,
arehesitanttoexpandtowhatmightbeconsidered
moresecondarycities/locations.
• TheperceptionoftheNordicmarketsdiffersamongst
retailers,andthisismanifestinbusinessstrategies.
RetailersfromwithintheNordicsregionvieweach
countryasadiscretemarketandtailorstrategies
accordingly,withstorenetworksmanagedatanational
level.Incontrast,internationalretailershaveatendency
toconsidertheregionasonehomogeneousmarketand
manageitaccordingly.
TheNordicregionisoftenreferredtoasasingle,homogeneousretaileconomy.Althoughtheysharesomesocio-political
andculturalsimilarities,Denmark,Finland,NorwayandSwedeneachhaveadistinctretailmarketplace.Thisisevident
ineconomicstructureandcycles,legalframeworks,theretailhierarchyandconsumerbehaviour.Understandingthese
differencesisessentialtoidentifyingtheopportunitiesineachcountry,requiringthedevelopmentofassetmanagementand
retailerstrategiestailoredtoeachmarket.
NORDIC RETAIL MARKET ANALYSIS AUGUST2016
4
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
TheNordicregioncomprisesDenmark,Finland,NorwayandSwedenandeach
countrypossessesadistinctretaillandscape.Asharedhistoryandintra-regional
tradingagreements,withsomecommonalityoflanguageinthecountriesmaking
upScandinavia,haveoftenresultedinthemisconceptionthatretailstrategiesin
oneNordiccountrycanbereadilyappliedtoothermarketsintheregion.While
Nordiccountrieshavesomepoliticalandsocio-economicsimilarities,witheach
beingasmall,mixedandexport-ledeconomy,thecountrieshavedistinctsocio-
politicalculturesandeconomiccycles.Thisaimofthisresearchistoclearly
distinguishtheretaileconomieshousedwithintheNordicregion,toidentifythe
roleofshoppingcentreswithintheretailhierarchyandhighlightdifferencesin
consumerbehaviour,andtoconsiderifandhowthesedifferencesimpactretailer
businessstrategiesacrosstheregion.
ThisreportsetsouttheretailopportunityintheNordicsandconsidershowit
differsacrossandbetweencountrieswithintheregion.First,thesocio-economic
contextisconsidered,examiningtheconsumerprofilewithintheregionand
evaluatingopportunitiesagainstprevailingeconomicprospectsandtheretailreal
estatelandscape.Second,theroleofshoppingcentreswithintheretailhierarchy
isassessedforeachmarketfromtheconsumerperspective.Theanalysis
evaluatescentreattributesthatarekeytoattractingandretainingcustomers.
Third,theresearchconsiderstheimplementationofretailerstrategiesacrossthe
regionandhowtheydifferacrossthemarketsandbetweendomesticandcross-
borderretailers.Finally,theretailopportunityofeachmarket
issummarised.
Theresearchfindingsarebaseduponadesktopanalysisof
existingliteratureanddatainordertoevaluatethecurrent
retailenvironment.Aquestionnairewasundertakenwitha
representativesampleofconsumersineachcountrytofurther
buildonthisknowledgebase,andspecificallytoidentify
consumerbehaviourandpreferencesinregardtoshopping
centres.Inordertogainamoredetailedunderstandingof
retailerstrategiesintheregionandhowtheymightdifferacross
countries,structuredinterviewswereundertakenwithretailers.
Abroadrangeofretailersexperiencedintheregionwere
interviewed,includingthosewithestablishedretailbrands,
fascias,retailersthathadenteredandlaterwithdrawnfromone
ofmoreofthemarkets,andretailersthatareintheprocess
ofenteringatleastoneoftheretailmarketswithintheregion.
While Nordic countries have some political and socio-economic similarities, with each being a small, mixed and export-led economy, the countries have distinct socio-political cultures and economic cycles
5
1.0 INTRODUCTION
1.0 INTRODUCTION
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
AsseeninTable1,thepoliticallandscapeandplanningregimearecritical
influencesonhowtheretailindustrydevelopsinanycountry.Whilemany
mistakenlyviewtheNordiccountriesasoneunit,itisimportanttoacknowledge
thattheNordicshaveasharedpoliticalhistorybeginningwiththeKalmarUnion
in1397,throughtotheformationoftheNordicCouncilin1952.Inthepost-war
era,theregionhaspursuedcooperativeagreementsthataremanifestinrobust
levelsofintra-regionaltrade.
Despitehighlevelsofinteraction,commonrootsandsimilarformsofgovernment,
eachcountryhasitsownpoliticalidentity,separatecurrencyandeconomicpath,
forgedthroughyearsofdifferingculturalandpoliticalpriorities.
Consequently,planningstructuresandrulesgoverningretailtradedifferacross
theregion.InNorway,whereprotectingthenaturalenvironmentandreducing
urbansprawlareconsistentlytoppriorities,strictrestrictionshavebeenplacedon
largeout-of-townretaildevelopments.Sweden’slessstringentplanningregimeis
reflectedinitsdevelopmentpipeline,whichiscurrentlyfourtimesthatofNorway.
Danishtradinglawswereratherrestrictiveuntilrecently.Closinghourlawswere
revisedin2009,withallshopsallowedtoopeneverySunday(exceptpublic
holidays)fromOctober2012.
TheRepublicofFinlandremainsverybusiness-friendlytoforeignretailers–
however,itsrelativelysmallsizedoesactasahindrance.Legislationaround
rentalagreementsrepresentssomeofthemostflexible,andbalanced,inEurope.
Sources: [1] Rets Information Denmark [2] Finlex Databank [3] Statistics Norway [4] Institut economoque Molinari
Denmark Finland Norway Sweden
Flag
Capital
(Population)
Copenhagen
(1.24million)
Helsinki
(1.17million)
Oslo
(925,000)
Stockholm
(1.37million)
Constitution
/Flagday5June1849 17December1917 17May1814 6June1809
Government ConstitutionalMonarchy ParliamentaryRepublic ConstitutionalMonarchy ConstitutionalMonarchy
Planning
regimes
Verystrict
(nationalframework)
Relaxed
(devolvedtolocal
government)
Moststrict
(nationalguidelines)
Mostrelaxed
(devolvedto
municipalities)
Sundaytrading Unrestricted[1] 12:00-18:00[2]Generallynotpermitted
[3]Unrestricted[4]
Table 1 Political Framework
Despite high levels of interaction, common
roots and similar forms of government,
each country has its own political identity,
separate currency and economic path, forged
through years of differing cultural and
political priorities
6
2.1 HISTORY OF THE REGION
2.0 RETAIL ENVIRONMENT
2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Forinstance,leasescanbeterminatedifagreedbetweentheparties.Tenantsare
responsibleonlyforinternalrepairsandareoftencompensatedforimprovements.
SundaytradinginFinlandwasintroducedin1994,withmoreliberalisedtrading
hoursacrosstheweekintroducedin2009.
Norway,despitebeingoutsideoftheEuropeanUnion,remainsconnectedto
itsinternalmarketplacethroughtheEuropeanFreeTradeAssociation(EFTA).
Presently,storesareprohibitedfromlateeveningSaturdaytradingandare
generallynotallowedtoopenmostSundaysunlesstheymeetverystrictcriteria
–e.g.smallerthan100squaremetres(sqm),locatedintransporthubsorinhigh-
traffickedtouristareas,etc.RecentproposalstorelaxSundaytradinglawswere
metwithobjectionsfromlabourunionsaswellasretailersandconsumers.
Largelyduetoitsmixedeconomyandpoliticalstability,Swedenisoften
consideredaparticularlysuccessfulpost-industrialisedsociety.Unlikeinother
NordicandlargeEuropeancountries,tradinglawsarelargelyrelaxedand
unregulated,havingbeenliberalisedintheearly1970s.Retailersarefreetoopen
everydayoftheweek,withnorestrictionsonSundaytrading.However,labour
costsareoneofthehighestinEurope,withworkerspaidmorethanthestandard
wageonSundays.Thesewagesarethereforeprohibitivelyhighforsome.While
planninglawsremainregulated,planningislargelydecentralisedandrelatively
laxcomparedtoDenmarkandNorway.
72.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
TheNordicregion’sresidentsareamongthewealthiestintheworldandwith
muchofthepopulationconcentratedinarelativelysmallproportionoftheland
mass,theregionmakesforanoptimalconsumerbase,asdemonstratedinTable
2.NorwayhasthehighesthouseholdincomelevelinEurope,withamedian
averagenetdisposableincomeof€42,900.Thisisdefinedasnetincomeafter
benefitsandtaxeshavebeenapplied.Theremainingthreecountriesrank
highlyaswell,withanaverage(€25,500)wellabovethatoftheEuropeanUnion
(€15,500).Equally,consumerexpenditurepercapitaisalsowellabovethe
Europeanaverage.
Disposableincomelevelsacrosstheregionareaidedbyahighprovisionof
publicservices,suchaschildcare,educationandhealthservices.Whilethese
arefundedthroughhighertaxationlevels,theyresultinsignificantlymore
discretionaryincomeasaproportionofdisposableincome.
Theregion’spopulationissettogrowmoreswiftlyoverthecomingdecades.
ThegrowthrateforallfourcountriesisforecasttobeabovetheEuropean
average,helpingtodrivethepopulationtowards30millionby2030.Theappeals
ofurbanlife,coupledwitheasyaccesstojobopportunities,superioreducational
institutionsandshopping,havemadeOslo,StockholmandHelsinkithreeofthe
fastest-growingcitiesinEurope.
Denmark Finland Norway Sweden EU-28
Population,metro(2014) 5,627,235 5,451,270 5,107,979 9,644,864 506,824,509
PopulationCAGR*(2015-2030) 0.46% 0.47% 0.83% 1.39% 0.13%
Totalpopulationgrowth(2015-2030) 7.2% 7.3% 22.9% 13.1% 2.0%
Medianage(2014) 41.3 42.4 39.0 40.9 42.2
Femalelabourparticipationrate(%)(2014)
75 74 76 79 67
Urbanpopulation(%)(2014) 87.5% 84.2% 85.6% 80.2% 69.1%
Populationdensity(personspersqkm)(2014)
130.8 17.9 23.9 16.7 116.9
Mediandisposablehouseholdincome(2013) €26,900 €23,300 €42,900 €26,400 €15,500
Consumerexpenditure(percapita)(2014) €21,100 €19,100 €28,200 €20,000 €14,600
Table 2 Socio-Demographic Profile
* CAGR=Compound Annual Growth RateSources: Eurostat, 2013; Eurostat, 2014; Oxford Economics, 2014.
Norway has the highest household
income level in Europe, with a
median average net disposable income
of €42,900
8
2.2 CONSUMER SOCIO-DEMOGRAPHICS
2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.2.1 CONSUMER SOCIO-DEMOGRAPHIC PROFILE, DENMARK
Denmark,atjustover5.6million,isthesecond-largest
countryintheregion.Withabirthrateandimmigration
levelslowerthanotherScandinaviancountries,Denmark’s
populationisnotexpectedtogrowassignificantlyoverthe
comingdecadesasNorwayandSweden.By2030,the
populationisforecasttobe6.1million,thelowestgrowth
leveloftheregionat7.6%.
At89.5%,Denmark’shighpopulationdensity,coupled
withitssmallsize,hasledtothehighesturbanisationrate
bothwithintheNordicbeltandthewiderEuropeanregion.
Copenhagen,AarhusandOdense,thethreelargestcities,
accountformorethan30%ofDenmark’stotalpopulation.
OECDfiguresrankDenmarkashavingthehighest
incomeequalityofanyEUmembercountry.This,
coupledwithamedianhouseholdincomeof€26,900,
hashelpedDenmarkachieveconsumerexpenditure
levelssome44%abovetheEUaverage,althoughwell
abovetheEUpublicspending.Danishconsumersspend
markedlymoreoneducationalservicesasapercentage
ofoverallhouseholdexpenditure.Conversely,household
spendingonfurnishingsandhouseholdgoodsisthe
lowestintheregion.
2.2.2 CONSUMER SOCIO-DEMOGRAPHIC PROFILE, FINLAND
Finland’spopulationreached5.5millionin2014.
Traditionally,Finlandhasexperiencedlowlevelsof
populationgrowth,duetorelativelylowbirthratesand
minimalinwardmigration.Atanationallevel,thesetrends
aresettocontinuewithpopulationgrowthrateforecasts
beingbelowotherNordiccountriesoverthecoming
decades.However,urbanisationtrendsareresultingin
strongpopulationgrowthforitslargestcities.
Thethreelargestmetropolitanregions,Helsinki,Tampere
andTurku,arehometonearly40%ofFinland’spopulation.
TheHelsinkiMetropolitanArea(HMA)comprisesa
conurbationofthreecitiesandaccountsfor25%of
Finland’stotalpopulation,with1.4millionresidents.
Overall,nearly85%ofFinland’spopulationliveinurban
areas,ahigherratethantheUnitedKingdom,theUnited
StatesandFrance.
RelativetootherNordiccountries,Finland’saverage
householdincomeislow.However,comparedwith
otherEuropeancountriesitremainsnoteworthy.Incomes
inFinlandaremorethan10%higherthantheeconomic
powerhousesofFrance,GermanyandtheUnited
Kingdom.Lowlevelsofincomeinequalityhave
contributedtoFinland’shighlevelsofdisposableincome
andconsumerexpenditure.Thisisamajordrawfor
retailersenteringthemarket.
TheFinnishconsumerspendsproportionallymorethan
otherNordicconsumerswithrespecttofood,alcoholic
beveragesandrestaurants.Interestingly,expenditureon
cateringservicesinparticularis20%higherforFinnish
householdsrelativetotheDanishand75%higherthan
Norwegianhouseholds,highlightingthehighertendency
ofFinnishhouseholdstoeatout.
92.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.2.4 CONSUMER SOCIO-DEMOGRAPHIC PROFILE, SWEDEN
2.2.3 CONSUMER SOCIO-DEMOGRAPHIC PROFILE, NORWAY
NorwayisthesmallestNordiccountry,withapopulation
of5.1million.Ofthis,nearly30%or1.5millionlivewithin
theOsloregionand44%livewithinthethreelargestcities:
Oslo,BergenandTrondheim.Populationgrowthhasbeen
robustinrecentyears,drivenbylargeinwardflowsof
migrantsandasubsequentincreaseinfertilityrates.This
hasresultedinNorwayhavinganunexpectedlyyouthful
population,withamedianageof39years,significantly
belowneighbouringcountries.Projectionssuggestthis
issettocontinue,withthepopulationforecasttoreach
6millionwithinthenexttenyearsandnearly8million
by2050.
InternalmigrationalsoplaysapowerfulroleinNorway,
withmajorcities’populationshavingexpandedsignificantly
inrecentyears.Indeed,Norwayhasthehighesturban
populationgrowthrateintheNordicsandoneofthehighest
inEurope.Asthepopulationcontinuestoconcentratein
afewcorecities,networkplanningacrosssuchalarge
countrybecomessignificantlyeasier.
WhilealltheNordiccountriesranksignificantlyhigherthan
theEUandWesternaveragesformostincomefactors,
Norwayregularlytakesthetoppositionintheregionand
therestoftheworldwithrespecttoaveragehousehold
income,disposableincomeandconsumerexpenditure.
Indeed,consumerexpenditurepercapitainNorwayis
€28,200,nearlytwicetheEU-28average.
Asaresultofhighdisposableincomelevels,theNorwegian
consumerhasanincreasedpropensitytospendonluxury
andhigh-endgoods.Therelationshipbetweenprice
andqualityremainsimportanttoNorwegians,withmost
optingtospendonqualitygoodsoverdiscountbrands.
Expenditureonoutdoorapparelandsportinggoodsis
markedlyhigherthanotherNordiccountries,highlighting
Norwegiansgenerallovefornature,theenvironment
andoutdooractivities.Additionally,asapercentage
ofconsumerexpenditure,Norwegianhouseholds
spend20%moreoverallonclothingthantheir
Nordicneighbours.
Sweden,withapopulationof9.6million,isthelargest
countryintheNordicregion.Forecastsplacethe
populationinexcessof10millionby2020andjustunder
11millionby2030.ThevastmajorityofSweden’scurrent
populationisconcentratedwithinthesouthernandeastern
regions.Theseregions,particularlytheareasalongthe
southwesterncoast,areprojectedtoseethehighest
populationgrowthrates.
Swedenis,forthemostpart,ethnicallyhomogeneous;
however,itskeycitiesarehighlydiverse,andhistorically
verywealthybyEuropeanstandards.Thishasresulted
inhighlevelsofimmigrationandinternalmigration,
particularlytocorecities.Notably,Stockholmisexpected
toseea17%increaseinitspopulationby2020–
comparedwithLondon(+9.0%)andParis(+3.5%).
Presently,thethreemetropolitanareas,Stockholm,Malmö
andGothenburg,accountfor40%ofSweden’spopulation.
Despitehavingoneofthehighestnetsavings-to-
disposableincomeratiosinEurope(11.5%),Sweden
alsohashighlevelsofhouseholdexpenditureand
overalldisposableincome.Swedishconsumersare
generallyconsideredtrend-conscious,earlyadopters
anddemandingbuyerswhovalueandembracenew
internationalretailbrands.
10 2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.0 RETAIL ENVIRONMENT
TheNordicregionismadeupofsmall,economicallyopencountries,withlarge
export-drivenmarkets.Highlevelsoffiscalresponsibilityhavehelpedtheregion
remainfinanciallystableandsolvent.Whiletheeurozoneasawholeisstill
feelingtheilleffectsoftheGlobalFinancialCrisis(GFC),therelativeeconomic
performanceoftheNordicregionhasbeenstrong,withGDPforbothNorwayand
Swedensurpassingtheirpre-recessionmarketpeaksasearlyas2013,before
anyotherEuropeancountries.
Whiletherearenumeroussimilarities,includinghighfemaleparticipationrates
inthelabourmarket,highlevelsofproductivityandgeneralfiscalstability,the
countriesarequitedistinct,asdemonstratedinTable3.Denmark’seconomy
remainslessvolatileduetoitsfocusonfast-movingconsumergoods,while
Norway’sfortunehashistoricallybeenfuelledbytheNorthSeaoilindustry.
Despiteyearsofrobustgrowthandstrongeconomicfundamentals,countries
withintheregionarecurrentlyexperiencingdivergenteconomiccycles.
TheNorwegianeconomyhascomeunderpressurefromfallingoilprices,while
inFinland,thedeclineinfortunesforitstechnologysector,resultantweak
domesticdemandandeconomicsanctionsbetweentheEUandRussia,akey
tradingpartner,havenegativelyimpacteditsgrowthtrajectory.Incontrast,the
DanisheconomicrecoveryissolidifyingandSweden’seconomyhasoutpaced
allgrowthexpectations.EconomicforecastsfortheregionareabovetheEU
average,althoughnear-termeconomicprospectsdiffersignificantly.
Source: Oxford Economics, 2014
Denmark Finland Norway Sweden Eurozone
2014GrossDomesticProduct(GDP)growth(%)
1.1% -0.04% 2.2% 2.4% 0.9%
2015/2016GDPforecast(%)
1.7%/2.0% -0.03%/0.9% 1.1%/0.8% 2.4%/2.7% 1.7%/1.9%
Unemployment(%)(Nov2015)
4.8% 10.0% 4.2% 8.0% 11.1%
ConsumerPriceIndex(%)–latest
0.7% -0.2% 2.6% -0.4% 0.2%
Industrialoutput(y-on-y%change)
-3.2% -5.1% 5.1% 3.3% 1.6%
Retailsalesvolumegrowth(Q1’10-Q1’15)
0.0% 4.1% 10.7% 15.1% -0.1%
Privateconsumptiongrowth2014(%)
0.7% -0.1% 2.0% 2.5% 1.0%
Interestrate(%) -0.75% 0.05% 1.0% -0.35% 0.05%
Table 3 Key Economic Variables
While there are numerous similarities, including high female participation rates in the labour market, high levels of productivity and general fiscal stability, the countries are quite distinct
2.3 ECONOMIC FUNDAMENTALS
112.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Source: Oxford Economics, 2014
2.4.1 ECONOMIC PROSPECTS, DENMARK
Geopoliticaltensionsandeconomicuncertaintywithinthe
eurozonehavenotbeenenoughtodampenDenmark’s
economicprospects.(SeeTable4.)Althoughthemarket
recoveredin2009,thehousingcrashinpreceding
yearsdraggedontheeconomy,togetherwithausterity
measuresrequiredtorestorebudgetaryimbalances.
Consumerconfidencedeteriorated,stiflingspendinginthis
consumeristeconomy.Asaresult,Denmarkexperienced
threeyearsofeconomicstagnationbeforerecoveringto
growthof1.1%in2014.Over2015,theDanisheconomic
recoveryhasslowlyaccelerated,supportedbyarecovery
inhousepriceswhichhasbeenacatalystforreleasing
pent-upconsumerspending.GDPgrowthof1.7%and
2.4%isforecastfor2015and2016respectively.
Expectationsofhighereconomicgrowtharelargelydue
totherecoveryofexportmarkets,lowinterestratesand
increasedconsumption.Improvingeconomicconditions
bodewellforretailsales,whichsuffereduntilthehousing
marketbegantorecoverthisyear.Retailtrade,having
peakedin2007,sawsteadydeclinesforsixyearsbefore
bottomingoutover2013.Retailsalesexpandedby1.2%in
2014,makingitthefirstfullyearofgrowthforthismeasure
since2007.Consumerconfidencehasreachedarecord-
highduring2015andbymid-yearthiswastranslatinginto
strongerretailsalesgrowth.
Draggeddownbyfallingfoodpricesandthesignificant
dropinglobaloilprices,inflationremainslow,standingat
0.5%inJune2015.However,lowinflationhasresulted
inrealwagegrowthaswellasanincreaseindisposable
income,up1.9%year-on-year.
2015f-2019f Denmark Finland Norway Sweden
Totalconsumerspending
growth7.4% 6.2% 8.0% 12.1%
Retailsalesgrowth 12.2% 13.0% 7.6% 19.2%
Proportionof
onlineretailsales
(2014/2019)
11.8%/16.3% 9.8%/11.2% 8.3%/10.3% 8.0%/10.5%
Table 4 Consumption and Retail Sales Prospects
Expectations of higher economic growth are largely due to the recovery of export markets, low interest rates and increased consumption
12
2.4 ECONOMIC PROSPECTS
2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.4.2 ECONOMIC PROSPECTS, FINLAND
DespiteasignificanteconomicreboundfollowingtheGFC,
structuralchangesinglobaldemandforkeyexportshave
resultedinsustaineddeclinesindomesticdemand,export
growthandinvestmentspendinginFinland.Subsequently,
theeconomyhasexperiencedaprolongedeconomic
contraction,asitentersitsfourthyearofrecession.GDP
declinedby0.1%over2014,significantlysmallerthan
declinesin2013(-1.3%)and2012(-1.4%).Followinga
slightcontractionforecastforthisyear,growthisexpected
toresumein2016(+0.9%).
Finland’seconomicwoesaredeep-rooted,withboth
theelectronicsandforestrysectorshavingrecently
experiencedsharpdeclines.AmongNordicandeurozone
countries,Finlandisarareexampleofacountrywhose
exportshaveremainedlargelystagnantoverthelastthree
years,impactedheavilybytheaforementionedstructural
issuesandimpactofEUandRussiansanctionsstemming
fromtheRussianconflictinUkraine.
Onebrightspotistheriseinrealincomes,duetolowoil
pricesandfallinginflation,inspiteoflowpayincreases.
Householdscontinuetobesqueezed,though,resultingin
consumptionlevelsfallingmarginallyforthesecondyearin
arow.Despitetheeconomicwoes,consumerconfidence
inQ22015reachedafour-yearhighfollowingthegeneral
electionandrenewedbeliefthatFinland’seconomic
situationwouldimproveinthenext12months.
Retailtrade,afteradjustingforpricechanges,has
remainedlargelystagnantoverthelastfiveyears,with
aslightupliftof2%experiencedinthefirsthalfof2015.
Overallconsumerdemandhasbeenbuoyedbythelow
interestratepolicyoftheEuropeanCentralBank(ECB),
whichhasalsohelpedmaintaindisposableincomelevels.
Onthewhole,anincreaseinconsumption,albeitweak,
isexpectedin2015and2016,astheglobaleconomy
continuestoimprove,withitsbenefitsspillingoverinto
Finland.Onthebackofasignificantdeclineinsales
volumesin2014,retailtradeisexpectedtoseemoderate
levelsofgrowthin2015.
2.4.3 ECONOMIC PROSPECTS, NORWAY
Despitetherapidfallinglobaloilprices,theNorwegian
economyremainsexpansionary.Theeconomy
unexpectedlyacceleratedinthefirstquarterof2015,
withGDPformainlandNorwayrisingby0.5%.While
theunforeseenriseinGDPcanlargelybeattributedto
increasingconsumerexpenditure,itmaskslabourmarket
stagnationandamarkeddeclineininvestment.
Giventhatpetroleum-relatedactivitiesaccountfor20%of
economicoutput,sustainedlowoilpriceswillnegatively
impacteconomicgrowth.GDPgrowthforecastshavefallen
sharplyfrompreviousestimates,withOxfordEconomics
nowpredicting1.1%forthisyearand0.8%for2016.
Weakeninglabourmarketfundamentals,coupledwith
moderateinflation,willreducerealwagegrowthinthe
short-to-mediumterm.Unemploymentcontinuestoslowly
inchhigherandwhileitremainscomfortablybelowthe
EUaverage,atover4%itrepresentsthehighestlevelfor
almostadecadewithinNorway.
Onamorepositivenote,privateconsumptionhasnot
beenheavilyimpactedbyrecenteconomicconditions,
buoyedbyrisingincomes,lowinterestratesand
stronger-than-expectedgrowthinhouseprices.
Indeed,althoughstronghousepricegrowthishelping
todriveconsumption,thereisalsosomeconcernthatitis
fuellingincreasesinhouseholddebt.Housepriceshave
doubledsince2003andinApril2015,increased
by8.7%year-on-year,whilehouseholddebtgrewby
6.2%.Proposedlendingregulationsaimtocurbdebtand
housepriceswithalikelynegativeimpactonconsumer
spendingifenacted.
Althoughconsumerconfidencehasfallentolevels
experiencedduringtheGFC,retailsalesvolumes
remainremarkablyhealthy.PriortoMay,whichsaw
volumesfall0.1%,year-on-year,monthlymovements(SA)
haveaveraged2.3%overthelastfouryears.Annualretail
salesgrowthisforecasttobeasolid1.6%thisyearand
2.1%in2016.
132.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.4.4 ECONOMIC PROSPECTS, SWEDEN
Sweden’seconomygrewbyaremarkable2.3%in2014,
thestrongestlevelofgrowthachievedwithinWestern
Europe.Growthisexpectedtoremainrobustoverthenext
twoyears,withforecastsestimatinganexpansionof2%
in2015andafurther2.8%in2016.
Sweden’spositiveeconomicclimatecanlargelybe
attributedtohouseholdspendinginrecentyears,with
theexportgrowthover2015restoringbalancetothis
mixedeconomy.Supportedbysolidemploymentgrowth,
substantialincreasesinrealwagesandariseindisposable
income,privateconsumptionhasrisensignificantly.Retail
salesvolumesgrewnearly4%year-on-yearin2014.
Indeed,Swedenhasenjoyedthestrongestlevelsofretail
salesgrowthintheNordicsoverthelastfiveyearsandis
oneofthebestperformersinWesternEurope.Retailsales
volumesareforecasttoexpandbymorethan4%in2015,
thestrongestsince2007.
Despiteimprovingeconomicfundamentals,deflationary
fearscontinuetolinger,withSweden’sconsumerprice
indexperpetuallyfallingbelowtheRiksbank’s2%target
rateforthelastthreeyears.Therecentfallinoilpriceshas
placedfurtherdownwardpressureoninflationandfollowing
currencyappreciationaftertheECBratecut,theRiksbank
wasforcedtorespond.Thecentralbankintroduced
negativeinterestratesforthefirsttime,aswellas
asmallquantitativeeasingprogramme.Bothhave
hadapositiveimpactonhouseholdconsumptionand
subsequently,retailtrade.
SimilarlytoNorway,Swedenhasseensignificantincreases
inhouseprices,whichinturnaresupportingincreased
householdconsumptionanddebt.Long-termsupply
shortageshavedrivenpricesup11%inthe12months
toMay.
Overall,Sweden’seconomicfutureappearslargely
positive.Thegovernmentpredictsitwillmanage
tobalancethebudgetby2018,whilesimultaneously
loweringunemploymentandbringinginflationinline
withthehistoricallong-termaverageof2%.
2.0 RETAIL ENVIRONMENT14 2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.0 RETAIL ENVIRONMENT
Denmark Finland Norway Sweden
PrimeHighStreetrents
(€/sqm)2,015 1,750 2,230 1,690
Prime Shopping Centre
rents(€/sqm)1,070 1,050 1,240 1,030
Rentalgrowthforecast
(CAGR,*fiveyears)1.8% 3.9% 4.6% 6.9%
Shoppingcentredensity
(sqmper1,000persons)261.7 353.5 606.3 288.8
Shoppingcentresover
30,000sqm(count)16 20 41 52
Largestshoppingcentre
(turnover,€millions)Field’s(€370m) Itis(€368m) Sandvika(€402m) Nordby(€490m)
CBREGlobalRetailer
RepresentationRank
(outof61countries)
43 55 49 38
* Compound Annual Growth RateSource: CBRE, 2015
2.5.1 RETAILER PRESENCE
Highdistributioncosts,aswellastheperceptionofthe
marketsbeingtoosmallanddisparate,havetraditionally
beenconsideredthemainobstaclestomarketentryinthe
Nordicregion.Despitesubstantialmarketopportunity,the
Nordicshaslongbeenalow-priorityregionforinternational
retailers.However,thankstopositiveeconomic
fundamentalsandashiftfromcountrytocity-ledretailer
expansionstrategies,thistrendhasbeguntoshift.More
well-knownbrandshavebeguntakingspaceintheregion,
primarilyinmajorcities.
Mostinternationalretailerschoosetoenterthemarket
throughfranchises,departmentstoreconcessionsor
partneredformats.Notonlydoesthismodelreducerisk
associatedwithportfolioexpansion,butitalsoreduces
capitalrequiredbyutilisingestablishedfranchisee
distributionnetworks.Despitereducingrisks,manynew
marketentrantsfailtofullyconquertheregionandexit
shortlyafterentry.Anumberofbrandswithinternational
presencehaveenteredandwithdrawnfromtheNordic
markets;GAME,OnOffandtheExpertGroupalldeparting
soonafterexpandingintheregion.Tosomeextentthis
hasbeendrivenbytheverycompetitiveretailcategories
theseretailersarefocusedon,ratherthananinnate
incompatibilitywiththeNordics’retaillandscape.
Thelackofinternationalbrandshasalloweddomestic
retailerstodominateeveryaspectofthelocalmarket.
Thefast-fashionmarketisparticularlycompetitiveandthe
strongvalueformoneyofferedbydomesticchainsresults
intheopportunityforcrossborderretailersinthissegment
beingverynarrow.WithH&M,Lindex,Cubus,KappAhlas
wellasotherlargedomesticbrands,thereislimitedspace
forwell-knowninternationalbrandslikeUniqlo,Topshop
andGAP.
Table 5 Retail Real Estate Profile
Well-known brands have begun taking space in the region,
primarily in major cities
2.5 RETAIL LANDSCAPE
152.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
TheNordicretaillandscapeisdominatedbyshoppingcentres.Indeed,
Norway,SwedenandFinlandhavethehighestdensityofshoppingcentresin
WesternEurope–rankingfirst,thirdandfourth,respectively.Therearesome
800shoppingcentresacrosstheregion,providingthemainformofretailin
smallertownsandcomplementinghighstreetsinmajorcities.Whiletherearea
significantnumberofcentres,theytendtobequitesmall.Notably,theaverage
UnitedKingdomcentreisnearly36%largerthantheaverageNordicshopping
centre.Theaverageschemesizeislessthan20,000sqm.
Shoppingcentreformatsdifferacrosstheregion,
withsmallercentresinNorwayandDenmarkand
relativelylargeronesinSwedenandFinland.TheF&B
provisionhastraditionallybeenlowinNorway,relative
totheothermarkets.Conversely,groceryanchorsare
abundantacrosstheregion,withmostschemeshaving
atleastoneoperator.
Despitethepredominanceofshoppingcentres,
theregionisoneofthemostmatureomni-channel
retailingmarkets.Onlineretailtradein2014amounted
toapproximately€15bn.Whilesmallinabsolute
termsrelativetolargerEuropeanmarketsliketheUK
(€43bn),Germany(€25bn)andFrance(€22bn),ona
percapitabasisthefourNordicmarketsrankhigher
thanallotherEuropeancountries,excepttheU.K.
Notably,Norwegianseachspend€627onlineonaverage,nearlytwicethatof
Germans(€344)andFrench(€361).Onlineretailsalescurrentlyaccountforan
estimated9%ofallretailtradeandareforecasttogrowat10%perannum.This
representsasignificantopportunityfornewinternationalomni-channelretailers
topre-testthemarket.
Whileshoppingcentredensityandhighlevelsofonlinespendrepresentseveral
commonthemesacrosstheregion,theNordicretailenvironmentremainshighly
diversifiedwithnotabledifferencesacrossmarkets.
(i) DenmarkInspiteofitssize,DenmarkisoneofthemostmatureretailmarketsinEurope.
Totalretailstockamountstoapproximately12.4millionsqm,ofwhichshopping
centres’accountfor1.5millionsqm,or12%.WhilestillabovetheEuropean
average,Denmarkhasthelowestprovisionofshoppingcentrespaceofallthe
Nordicmarkets,asseeninTable5.Thisisprimarilyduetoastrongtraditionof
highstreetretailingandstrictplanningrulesonout-of-townspace.Danishcentres
areonaveragethesmallestintheregion.Thereiscurrentlyonlyonescheme
withmorethan100,000sqmGLAinDenmark,theRosengårdcentretinOdense.
Shoppingcentredevelopmentcontinuestofocusonrefurbishmentand
2.5.2 RETAIL FORMAT
Despite the predominance of
shopping centres, the region is one of the most mature omni-
channel retailing markets
16 2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
reconfigurationofexistingschemes.Betterconfiguredspaceandimproving
economicconditionshavenotbeenenoughtoreducetheoverallvacancyrate,
whichremainsstubbornlyhighat6.3%.Thisissignificantlyabovethemarket
lowof1.9%experiencedin2007.
Generatingnearly25%ofretailturnover,Copenhagen,andthewiderCapital
Region,remainsthefocusfornewmarketentrants.Denmark’sthreeregional
cities(Aalborg,AarhusandOdense)arealsoimportantretailcentres,servingas
secondaryexpansionpointsforretailers.
Danishbrands,alongwiththeirSwedishcounterparts,representthelargest
shareofcross-borderbrandsintheregion.FromBestseller,ownerofVeroModa,
SelectedandJack&Jones,toICCompany,ownerofByMaleneBirger,Peak
PerformanceandSaintTropez,Danishstyleandfashioncanbefoundacross
thevaluespectrum.
WhileDanishbrandscontinuetoexpandoutsideofthehomemarket,
internationalretailersarecontinuingtoenterandexpandwithinthemarket.
Typically,thesecondmarketforexpansionafterSweden,Denmark’sCapital
Regionoffersanarrayofinternationalbrands,numberingonlyslightlyfewerthan
Stockholm.RecentmarketentrantsincludeTod’s,ValentinoandIsabelMarant.
172.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.0 RETAIL ENVIRONMENT
(ii) FinlandFinlandhasthesmallestretailmarketofthefourNordiccountriesstudied.Its
strategiclocationhasestablisheditasagatewaybetweentheEUandRussia
andtheBalticSearegion.Despitethisposition,Finland,andspecificallyHelsinki,
remainsthelastcountry/cityinternationalbrandstypicallyenterwhenexpanding
intheNordics.Thistrendhasshiftedslightlyhowever,withMarks&Spencer
notablyopeningitsfirstNordicstoreinFinlandbeforeexpandingintothelarger
SwedishandNorwegianmarkets.
Overallinternationalretailerpresencehastraditionallybeenlow,withmostretail
centresdominatedbywell-knowndomesticbrands.However,theentryofforeign
brandshasslowlyincreased,primarilybyretailersalreadywellestablishedwithin
the EU.
ThetotalretailstockinFinlandis7millionsqm,withshoppingcentresaccounting
for1.97millionsqmor30%ofspace.Ingeneral,shoppingcentresandretail
warehousesaremorecommonthanhighstreets,aresultofFinland’surban
structure,lowpopulationdensityandregionalplanningregimes.Withmorethan
athirdofthepopulationwithina90-minutedrive,theHMAisthemostimportant
retailcentreinthecountryandaccountsfornearly50%ofallretailspace.
Whiletheshoppingcentrepipelinecurrentlystandsat90,000sqm,themajority
remainsintheplanningstagewithlimitedspaceunderconstruction.
DevelopersremainhesitanttobreakgroundonnewschemesinFinland’s
currenteconomicclimate.
(iii) Norway Despitethecountry’ssubstantialwealthanddemandforqualityproducts,
internationalretailerpenetrationhasremainedlow.CBREestimatesthatof
theleading334internationalretailers,only16%arelocatedinNorway.Thisis
primarilyduetoNorway’ssmallmarketsize,dispersedpopulationanditsnon-EU
status.TypicallyinternationalbrandswillexpandintheNorwegianmarketonly
aftertheyhaveestablishedtheirbrandsinSwedenandDenmark.OutsideofOslo
andseveraltiertwocities,includingBergen,TrondheimandStavangerthereare
fewareasabletoattractforeignretailers.
Inthelasttwoyearsanumberofpremiumretailershaveopenedflagships,
includingSandro,BurberryandtheKooples.LikeinotherNordicmarkets,
manyretailershavechosenthefranchise/partnerroutetomarket.
Norwayhasawell-developedretailmarket,largelycentredonout-of-town
shoppingdestinations.AtnearlythreetimestheEuropeanaverage,Norwayhas
thelargestprovisionofshoppingcentresofanyEuropeancountry.Shopping
centrestockissettoexpandslightly,with70,000sqmofspace
underconstruction.
Refurbishmentofexistingshoppingcentrespaceratherthannewdevelopmentis
theongoingtrend.Thisispartlyduetotown-centrefirstretailplanningregulations,
Finland has the smallest retail market
of the four Nordic countries studied
18 2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
2.0 RETAIL ENVIRONMENT
whichaimtostrengthenurbanandsuburbanareas,avoidurbansprawland
improvepublictransportoptionsforresidentswithoutaccesstocars.However,a
numberofnewschemeshaveopenedinthepasttwoyears,followingarelatively
quietperiod.ThishasimpactedtheoveralldesirabilityofNorwegianshopping
centres,withonlythelargest,redeveloped,regionalschemesabletoattract
internationalbrands.
OnlineretailsalesinNorwayhaveincreasedbyanestimated16%perannum
since2013.NorwayleadsScandinavianotonlyincurrentonlineretailsalesper
capita,butalsoinpredictedgrowthoftheindustry.
(iv) Sweden OftheNordicretailmarkets,Swedenisthelargestandmost
influentialintheregion.Asaresultofitsgeographicalsize
andurbandensityinthesouth,itisfrequentlythefirsttarget
destinationforinternationalretailersenteringtheNordic
region.TheopennessoftheSwedishpeople,coupledwith
thestrongeconomicfundamentals,easesmarketentryand
aidsfurtherregionalexpansion.
Swedishretailersrepresentalargeshareofcross-border
retailbrandsandincludeH&MGroup,IKEA,LindexandGina
Tricot.WhileContinentalEuropehashistoricallybeenthe
mainexporterofcross-borderbrands,U.S.andU.K.brands
haveincreasinglytakenaninterestintheregion.Superdry,
HollisterandRiverIslandallrepresentrecententrantstothe
Swedishmarket.
Swedishshoppingcentresarecurrentlyundergoinga
structuralshift,withnewandredevelopedschemesbeginning
toattractretailerswhopreviouslypreferredhighstreetlocations.Forexample,
DunkinDonuts,MichaelKorsandtheDisneyStorewillallbeopeningstoresin
theMallofScandinaviaoutsideofStockholm.
LiketherestoftheNordicregion,Swedenhasawell-developedshoppingcentre
market.Ofits18millionsqmofretailstock,2.8millionsqmrepresentshopping
centrespace.Theshoppingcentrepipelineremainsstrong,with340,000sqmof
spaceunderconstructionacrossnewandexistingschemes.
Despitethepullofout-of-townshoppingcentres,mostSwedishcitieshavea
particularlystrongcitycentreretailoffer.Sweden’smajorcitiescontinuetobe
theprimaryfocusforinternationalretailers.Stockholmremainsthepremierretail
marketforSwedenandthewiderNordicregion,withnumeroushighstreets,
departmentstoresaswellasseveralstrong-performinginner-cityshopping
centreslikeGallerianandMOODStockholm.Aswellasbeingthelargestretail
marketintheregion,StockholmsitsatSweden’sgeographicalcentreandas
such,frequentlyservesasahubforregionaldistributionnetworks.
192.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
(i) DenmarkAfterfiveconsecutiveyearsofstagnation,primehighstreetrentshaverisen
slightlyinrecentquarters,currentlystandingat€2,015/sqm(DKK15,000/sqm).
Primeshoppingcentrerentsarepresently€1,070/sqm(DKK8,000/sqm).
Despitestagnation,primerentsinCopenhagenwere,untilrecently,thehighest
intheregionduetoconsistentlystrongdemandoutpacingsupply.Sustained
demandforprimehighstreetspaceisexpectedtodriverentsevenhigher.
Moreover,limitedspaceonkeythoroughfareshasresultedinspilloverto
secondarystreetsandprimeshoppingcentres.
(ii) FinlandPrimerentshaveremainedlargelystableoverthelastfouryears,currently
standingat€1,750/sqm,thethirdhighestoftheNordiccapitals.Occupieractivity
continuestobecentredoncorehighstreetsandprimeregionalshoppingcentres.
Tier2citieshavebeguntoexperienceincreaseddemand,particularlyTurku,
TampereandOulu.
Tradingpatternshaveshiftedoverthelast10years,withagreaterconcentration
ofactivityinlargerschemes.Larger,moremodernschemeshavecaptured
significantmarketsharefromsmallerschemesandtowncentres,leadingto
decreasedrevenueandhighervacancyratesinoutdatedcentres.
Continuousdeclinesinretailsaleshavecontributedtotherecentspikeinvacant
units,particularlyinsecondarylocations.Nevertheless,primerentsareexpected
tocomeunderslightupwardpressureoverthenext12-24monthsasprime
supplyfalls.
2.5.3 RENTAL DYNAMICS
Occupier activity continues to be centred on core high streets and
prime regional shopping centres
Sustained demand for prime high street
space is expected to drive rents
even higher
20 2.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Norway has experienced steady rental growth over the last three years, with prime high street rents increasing 5.1% per annum on average
Strong levels of both domestic and international occupier demand have dramatically reduced supply levels along key high streets and quality shopping centres
(iii) Norway
Norwayhasexperiencedsteadyrentalgrowthoverthelastthreeyears,with
primehighstreetrentsincreasing5.1%perannumonaverageandcurrently
standingat€2,230/sqm(NOK18,000/sqm),thehighestintheregion.Prime
shoppingcentrerentsare€1,240/sqm(NOK10,000/sqm).
Strongeconomicfundamentalshaveaidedtheretailsector,helpingtodrive
internationaldemand.Coffeeretailers,inparticularAmerican-basedDunkin
DonutsandStarbucksaswellasSweden’sEspressoHouse,allhaveplansfor
furtherexpansioninthemarket.
Demandforprimespacealongkeyhighstreetshashelpedsustainrentalgrowth
andsuppressvacancyrates.However,growthinthenext12to24monthsshould
bemoremodest,increasingataround3%perannum.
(iv) SwedenPrimehighstreetrentsaregenerallystableinSwedenandcurrentlystandat
€1,690/sqm(SEK14,000/sqm),themostaffordablecapitalintheregion.Partly
duetothestructureoftheretailmarket,primeshoppingcentrerentscontinueto
climb,currentlystandingat€1,030/sqm(SEK8,500/sqm).Withtheopeningof
EmporiaoutsideMalmoandMallofScandinaviaoutsideStockholm,destination
shoppingcentresinout-of-town/suburbanlocationshavebeguntore-establish
themselvesaskeycompetitorsofcitycentres.
Stronglevelsofbothdomesticandinternationaloccupierdemandhave
dramaticallyreducedsupplylevelsalongkeyhighstreetsandqualityshopping
centres.Secondarystreetsandcommunityshoppingcentrescontinueto
experiencelowlevelsofdemand,withvacantunitsstillhardtolet.
Robustdemandfromretailerswillhelpdrivefuturerentalgrowth.CBREforecasts
thatSweden,andparticularlyStockholm,willseethehighestlevelsofgrowthin
theregionoverthecomingfiveyears,atanannualaverageof7%perannum.
212.0 RETAIL ENVIRONMENT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
TheNordicregionismadeupofsmall,economically
opencountries,withlargeexport-drivenmarkets.
Highlevelsoffiscalresponsibilityhavehelpedtheregion
remainfinanciallystableandsolvent.Whiletheeurozone
asawholeisstillfeelingtheilleffectsoftheGlobal
FinancialCrisis(GFC),therelativeeconomicperformance
oftheNordicregionhasbeenstrong,withGDPforboth
NorwayandSwedensurpassingtheirpre-recessionmarket
peaksasearlyas2013,beforeanyother
European countries.
Whiletherearenumeroussimilarities,includinghigh
femaleparticipationratesinthelabourmarket,highlevels
ofproductivityandgeneralfiscalstability,thecountries
arequitedistinct,asdemonstratedinTable3.Denmark’s
economyremainslessvolatileduetoitsfocusonfast-
movingconsumergoods,whileNorway’sfortunehas
historicallybeenfuelledbytheNorthSeaoilindustry.
Despiteyearsofrobustgrowthandstrongeconomic
fundamentals,countrieswithintheregionarecurrently
experiencingdivergenteconomiccycles.
TheNorwegianeconomyhascomeunderpressurefrom
fallingoilprices,whileinFinland,thedeclineinfortunes
foritstechnologysector,resultantweakdomesticdemand
andeconomicsanctionsbetweentheEUandRussia,a
keytradingpartner,havenegativelyimpacteditsgrowth
trajectory.Incontrast,theDanisheconomicrecoveryis
solidifyingandSweden’seconomyhasoutpacedallgrowth
expectations.Economicforecastsfortheregionareabove
theEUaverage,althoughnear-termeconomicprospects
differsignificantly.
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
22 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
‘Traditional’shoppingcentresarethepreferredshopping
locationacrossallfourretailmarkets,particularlyinNorway
where60%ofrespondentsprefertoshopineitherasmall
orlargeshoppingcentre.Ofthosewhoprefertoshopin
‘traditional’centres,thelargemajorityinDenmark,Norway
andSwedenfavourlargeshoppingcentresoversmall
ones,althoughinFinlandthereisnoclearsizepreference.
Thispreferenceforlargecentresisparticularlyapparentin
the16-24agegroup–atrendthatispresentacrossallfour
nations.Conversely,smallshoppingcentresareshownto
bemorepopularamongthe55-65agebracket.
NorwayandDenmarkhaveahighcorrelationinregard
toconsumers’preferredshoppinglocation,albeitaslightly
higherproportionofshoppersinthelatterprefertoshop
onthehighstreet.Indeed,inDenmark,almostathirdof
shoppersfavourthehighstreet–thehighestpercentage
ofallfourNordiccountries.Bycontrast,thehighstreet
isthepreferredshoppinglocationforonly10%of
Finnishrespondents.
Overall,Finlandhasthemostdistinctandvariedshopper
locationprofile.Despite‘traditional’shoppingcentresbeing
themostfavouredformatby43%ofrespondents,
overaquarterofshoppersprefertoshopinretailparks–
thisbeingsignificantlyhigherthaninanyoftheother
Nordiccountries.
Furthermore,bydistinction,Finlandhasthehighest
proportionofonlineshoppersat19%(comparedwith
11%,11%and6%inDenmark,NorwayandSweden
respectively),risingto29%inthe35-44agecategory.
InNorwayandSweden,however,the16-24and25-34
agegroupsareshowntofavouronlineshoppingthemost,
withthelatteragecohortalsobeingthelargestonline
shoppersinDenmark.Thesurveyrevealsthat,acrossall
fourcountries,thepercentageofpeoplewhoprefertoshop
onlineishigheramongstmalesthanfemalesandthistrend
isparticularlymarkedinDenmarkandFinland.
Only3%ofrespondentsinDenmark,FinlandandNorway
prefertoshopinfactoryoutletcentres,however,thisrises
to11%inSweden,ledbythe35-44agebracketbutwith
arelativelyevensplitbetweenmalesandfemales.Despite
thepropositionoffactoryoutletcentresbeingdiscounting
andvalue,thereisnocleardistinctioninpreferenceforthis
shoppingformatbyincomelevel.
Source: ICSC Nordic Consumer Survey, 2015.
Figure 1: Where do consumers prefer to shop?
3.1 PREFERRED SHOPPING LOCATION
233.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
WhilethereisahighcorrelationbetweenFinlandand
Swedenintermsofhowoftenconsumersfrequentpurpose
builtcoveredshoppingcentres,Denmarkhasamore
distinctprofile.ShoppersfromDenmarkvisitshopping
centresfarlessfrequentlythanthosefromtheotherthree
markets.(SeeFigure2.)Only14%ofpeopleinDenmark
visitshoppingcentresweekly.Thiscompareswithan
averageof25%acrosstheothermarkets.Morethanone
outof10(12%)ofshoppersinDenmarkonlyvisitonce
everysixmonths.Theaverageacrosstheotherthree
marketsis5%.
Swedishconsumersgotoshoppingcentresmoreregularly
thanthoseinDenmark,with35%ofrespondentsvisiting
atleastonceaweek.Thisincreasesto41%amongstthe
55-65year-oldagegroupand38%for16-24year-olds.
Indeed,themostfrequentvisitorsarepolarisedbetween
theyoungestandoldestcohorts.Shoppingisasocial
activity,especiallyamongstyoungerconsumers,with51%
ofSwedish16-24year-oldsalmostalwaysmeetingfriends
whenvisitingashoppingcentre.
FinlandseemstobeattheotherextremetoDenmark
intermsofthefrequencyofvisits,althoughthereissome
variationinthedominantagecohortsusingshopping
centresincomparisontoSweden.InFinland,45%of25-34
and44%of55-65year-oldsvisitshoppingcentresatleast
onceaweek.Consumersfromone-personhouseholdsvisit
mostfrequently(43%atleastweekly),andmenvisitmore
frequentlythanwomen.At43%,thenumberofmenvisiting
atleastweeklyisalmost10%higherthanwomenvisiting
withthesamefrequency.
Source: ICSC Nordic Consumer Survey, 2015.
Figure 2: How often do consumers visit shopping centres in the Nordics?
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
3.2 FREQUENCY AND DURATION OF VISIT
The most frequent visitors are polarised between the
youngest and oldest cohorts
24 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Inregardtodurationofvisit,10%ofDanishconsumers
spendovertwohourswhentheyvisitashoppingcentre
whileonly4%ofpeoplebetween16and24spendless
than30minutes,asshowninFigure3.Thiscontrastswith
25%of55-65year-oldsspendinglessthan30minutes.
Youngerconsumerstendtodwelllongerinthecentre,
beingmoreengagedontheirvisits,typicallybyfoodand
leisureoffers.
Thereisanapparentdisparitybetweenhouseholdsizeand
durationofvisitinDenmark.Insingle-personhouseholds,
21%ofpeoplespendlessthan30minutespervisit.
Equally,thedurationofvisitsbyconsumersintheage
cohort55-65yearsislow.Giventhehighdivorceratein
Denmark,whichisapproaching50%ofmarriages,and
profileofemptynesters,itislikelythatthereisastrong
overlapbetweenrespondentsinsingle-personhouseholds
andthoseinthe55-65agecohort.Incontrast,only9%of
householdsinexcessofthreepersonsvisitforlessthan
30minutes.
Norwegians,alongwithFinns,arelesslikelytospend
anextendedamountoftimeinacentre.Only3%spend
overtwohoursinashoppingcentre,comparedwith11%
inSweden.Ahighpercentageacrossallagegroupsin
Norwayspendslessthananhouronvisits,with62%ofall
consumersreportingatripdurationoflessthananhour.
Thisfallsmodestlyforeventheyoungestagecohorts,at
55%.Maleshoppersareevenlesslikelytolinger,with73%
spendinglessthananhourpervisit.InNorway,itisthe
higher-incomegroupthattendstovisitthemostfrequently,
with46%visitingonceaweekonaverage.
SimilarlytoconsumersinNorway,only3%ofconsumers
inFinlandspendtwohoursormoreinacentre.However,
thedurationofvisitismorevariablebyagecohortin
Finland.While72%ofpeoplefromFinlandbetweenthe
agesof55and65spendlessthananhourinashopping
centrepervisit,thisfallsto47%for16-24year-olds.
AlthoughFinnishmaleshaveahigherfrequencyofvisit
tofemales,thedurationoftheirvisitsisshorterwith
14%moremalesspendinglessthananhourinacentre
comparedwithfemales.
Swedishconsumersalsostaylonger,with11%ofpeople
spendingmorethantwohoursonavisit.Thisisalmost
fourtimestheequivalentpercentageforFinland.However,
at53%,morethanhalfofconsumersinthe55-65year-old
agecohortspendlessthananhouronsite.Swedish
malesarealsomorepronetoshortvisits,with44%of
malesspendinglessthananhourcomparedwith32%
offemales.
Source: ICSC Nordic Consumer Survey, 2015.
Figure 3: What is the duration of visits to shopping centres in the Nordics?
3.0 CONSUMER PREFERENCES AND BEHAVIOUR 253.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Inallmarkets,goingtoshopsistheprincipalpurpose
ofvisitingshoppingcentres.Althoughthisisperhaps
unsurprising,itisanimportantremindertoownersas
assetstrategiesfocusoncreatinganappropriatebalance
ofstores,facilitiesandservicesthatenticeconsumers.
AsFigure4shows,forallfourmarkets,shoppingwasthe
mostfrequentlycitedreasontovisit.However,inSweden
asignificantlylowernumberofpeoplesaidthiswasthe
case,withonly55%ofrespondentsclaimingshopping
asthemainreasontovisit.PeopleinNorwayscorethe
highestwhenitcomestocitingshoppingasthereason
fortheirvisit,with70%statingthattheydothisalmost
everytimetheyvisit.
InDenmarkfemalesaregenerallymoresociable,with
22%offemalesalmostalwaysmeetingfriendswhenthey
visitacentreincomparisonto11%ofmen.Thesocial
aspectofshoppingisevenmoreprevalentwithinthe
youngeragecohortof16-24year-olds,with37%almost
alwaysmeetingfriends.
Generally,thereislowengagementwithF&Bwhile
shoppingacrosstheNordics.Whileanaverageof27%
ofpeoplehavesomethingtoeatanddrinkwhenvisiting
ashoppingcentre,thisislowerthantherestofEurope
(excludingtheNordics)wheretheaverageisaround
40%(Source:JLLFoodserviceConsulting).However,
theprovisionofF&Binshoppingcentresisundergoing
somewhatofatransformation.Untilrecently,F&B
averaged10%to12%ofGLAinEurope.Thishas
increasedtoapproximately15%forallcentres,with
newdestinationcentrestypicallypositioningthemselves
with17%-20%ofspacededicatedtoF&B(Source:JLL
FoodserviceConsulting).
However,certainmarketsandshoppingcentreswithinthe
Nordicshaveintroducedexcitingandinnovativedining
conceptsthathaveprovedhighlysuccessfulandthathave
beenadoptedelsewhereinEurope.Destinationcentres
inparticularhaveusedhigh-qualityF&Btodrivefootfall
andcreateapointofdifference.Forexample,Moodin
Stockholmcitycentreoffersarangeofupscalebarand
Source: ICSC Nordic Consumer Survey, 2015.
Figure 4: What do people almost always do when they visit shopping centres?
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
3.3 PURPOSE OF SHOPPING CENTRE VISIT
In all markets, going to shops is the principal purpose of visiting shopping centres
26 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
restaurantoperators,andtherangeandqualityofF&Bis
animportantelementofthecustomerdrawingpowerof
thenewlyopenedMallofScandinavia.Thisisnowbeing
mirroredacrosstheregionasschemesseektoincorporate
moreleisureintotheiroffer,whichisbeingmetwithmuch
success.ThisshifttowardsagreaterproportionofF&Bis
particularlyimportantasonlineretailfurtherpenetratesthe
Nordicregion.Aswellasbeingasectorthatisnotdirectly
impactedbyonlineretail,F&Bcreatesasenseofplacefor
shoppingcentres,attractingandengagingcustomers.
ThereisalsoacleardivideinDenmarkbetweenpeople
fromdifferenthouseholdsizeswhenitcomestoeating
anddrinking,partlyexplainingdifferencesindurationof
shopping.Householdsofthreeormorepersonstendmore
toregularlyuseF&Bservices(36%)thansingle-person
households(23%).Largerhouseholdsarealsomorelikely
tointeractwhenshoppingwithalmost25%socialising,
almosttwicethelevelforallotherhouseholdsizes.
InSwedenandDenmark,perhapsreflectingtheirhigher
propensitytomeetfriendswhenshopping,45%of16-24
year-oldsalmostalwaysuseF&Bserviceswhentheyvisit
acentre.Anunexpectedfindingwasthatthisyounger
agegrouppreferreddiningataseated,asopposed
tofastfood,restaurant,with39%and17%indicating
theywouldregularlyusetheserespectiveF&Boptions.
Equally,youngershoppersindicateahigheruseofseated
restaurantsthantheolderagecohortof55-65year-olds,
again39%versus17%.
Reflectingthegreatersociabilityofyoungerconsumers
withinshoppingcentreenvironments,itisclearthat
youngeragegroupsaremorelikelytoengagewithother
leisureoperators.Astheyvisitcentresmostoften,spend
thegreatestamountoftimeandeatanddrinkmost
regularly,youngershoppersremainakeyconsumer
groupforshoppingcentres.
InNorway,asinDenmark,itistheyoungerpeoplethat
aremoreengagedbytheF&Boffer,with52%ofall16-24
year-oldsindicatingtheyalmostalwayseatordrinkwhen
visitingacentre.Overall,though,only18%viewcoffee
shopsasanimportantfactor,thelowestofallfourmarkets.
Again,thisagecohortisalsothemostlikelytomeetfriends
whentheygotoashoppingcentre.Norwegiansarethe
leastlikelytoshowanyinterestinenjoyingleisurefacilities,
with42%sayingtheyneverusethemand68%sayingthey
hardlyeverorneverusethem.
ThereisslightlylessengagementinFinland,withonly
28%indicatingtheyalmostalwayspartakeofF&Bwhen
theyvisit.ThegoodnewsinFinlandisthat16-24year-
oldsaremostengagedwithF&B,withalmosthalf(48%)
3.0 CONSUMER PREFERENCES AND BEHAVIOUR 273.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
Source: ICSC Nordic Consumer Survey, 2015.
Shoppingcentresareapreferredretailformatforcomparison
(non-food)shopping,withover20%ofconsumersinNorway,
SwedenandFinlandspendinghalftheirnon-foodbudgetin
theseenvironments,asshowninFigure5.Theoneanomaly
seemstobeDenmark,where20%ofpeoplespendless
than5%inashoppingcentre,reflectingthelower
dominanceofthisretailformatasapercentageof
totalstock.
Figure 5: How much of their non-food shopping do consumers do in a shopping centre?
indicatingtheyalmostalwaysuseF&Bservices.
Thehighestlevelsofengagementwerewithseated
restaurantsandcoffeeshops.
Interestingly,thoseonalowerincomearemorelikelyto
almostalwayseatinashoppingcentre,withascoreof15%
higherthanthosefromahigherincomebracketinFinland.
Incontrasttoothermarkets,therangeandqualityofF&B
hasbeenslowertotakerootinFinland.Nevertheless,
overhalfofthoseinthe16-24year-oldagecohort(52%)
viewthepresenceofcoffeeshopsasveryimportantin
determiningwhichshoppingcentretovisit,contrasting
withapproximatelyaquarterof55-65year-olds(26%).
Intermsofotherreasonstovisitthecentre,11%ofFinns
almostalwaysuseaservice,suchasahairdresser,bank
ordentist,while81%almostalwaysvisitshops.The
respondentsalsoscoredtheseareasmorehighlythan
consumersinothercountriesintermsoftheirpreferences
fordifferentelementsofshoppingcentres.
28 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
ConsumersinDenmarkwithinthehigherincome
groupinghavehigherexpectationsoftheirshopping
centresthanthoseinotherincomegroups.Whenasked
toaddressfactorsthatwereextremelyorveryimportant
tothem,thelocation,mix,rangeofretailers,parking
facilities,presenceoflocalretailersallscoredhigherthan
forthoseonlowtomiddleincomes.Theareawherethe
reversewastruewasprovisionofpublictransport.
Theyoungeragecohorthasafargreaterpreference
toshopinlargeshoppingcentres(43%)thanon
highstreets(13%).Incontrast,theolderagegroups
demonstratedamuchhigherpreferenceforhigh
streetdestinations.
Seventy-eightpercentofSwedishrespondents
indicatedtherangeandchoiceofretailersisextremely
orveryimportanttothemindecidingwheretovisit.This
wassignificantlyhigherthantheaverageof64%across
theotherthreemarkets.ConsumersinSwedenarealso
themostpassionateaboutseeinginternationalretailers,
with30%seeingthisasadeterminingfactoroftheir
chosenshoppinglocation.Theabilitytocollectproducts
orderedonlinewasveryorextremelyimportantto22%
ofrespondents.
Similarly,accesstopublictransportisidentifiedasa
decision-influencingfactorby46%ofSwedishconsumers,
moreimportantthaninNorwayandDenmark,whereonly
35%ofshoppersindicateditsprovisionwouldimpactupon
theirchoiceofshoppingdestination.
DespitethecurrentlowengagementwithF&Binexisting
centresinFinland,41%ofconsumersindicatedthatthey
aremorelikelytoselectacentreifitoffersgood-quality
restaurants,while41%indicatetheprovisionofcoffee
shopsasadecisivefactor.Indeed,surveyrespondents
identifiedextendingtheF&Bofferofbothlower-andhigher-
costoptionsasafactorthatwouldincreasethefrequency
ofshoppingvisits.ThissuggeststhatthecurrentF&Boffer
isnotrespondingtoconsumerdemand.
Convenience,locationandpricingweremoreimportant
totheyoungeragecohortinSweden.Accesstopublic
transportshowedthewidestvariation,with16-24year-olds
judgingthistobeatleast17%moreimportantthanany
oftheotheragesegments.Good-qualityrestaurantsalso
scoredrelativelyhighly.Thisisagainastrongmessage
thatafocusonF&Bisessential.Theyoungergeneration
isengagingwiththefoodonoffer,displayingmoreinterest
intheseatedrestaurantthaninfastfood.Asaresult,the
Source: ICSC Nordic Consumer Survey, 2015.
Figure 6: What elements do consumers find very or extremely important when choosing which centre to visit?
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
3.4 FACTORS IMPORTANT WHEN CHOOSING A SHOPPING CENTRE
293.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
Withtheexceptionofmoremid-pricedbrands
inSwedenandFinland,andmoreF&BinFinland,
consumersacrosstheregiondidnotidentifyveryclearly
anyelementsthatcouldbeincreasedorimprovedthat
wouldencouragethemtofrequentshoppingcentresmore
often,asshowninFigure7.ConsumersinNorwayand
Denmarkareparticularlydifficulttoenticefurther,scoring
lowerthanaverageoneverymetricwhenaskedwhatthey
wouldliketoseemoreofwhenvisitingshoppingcentres,
anddisplayingnotrendastowantinglower-price,mid-price
orhigher-priceproducts.Equally,Danishconsumersare
unlikelytobeenticedbyeitherbetterqualityormorevalue-
orientedF&Bofferings,althoughtheirresponsessuggest
aslightlyhigherappetiteforluxurybrands.Thismaybe
becausethereisahighdegreeofsatisfactionalreadywith
theshoppingcentreoffer.
Source: ICSC Nordic Consumer Survey, 2015.
Figure 7: What would encourage consumers to visit more often? (Mean score where 1 = No difference and 10= Much more likely)
presenceofrestaurantsandcoffeeshops,alongwiththe
abilitytocollectgoodsthathavebeenpurchasedonline,
aremoreimportanttotheselectionofshoppingcentres
foryoungeragecohorts.
InNorway,whenaskedforthefactorsthatinfluencetheir
decisionastowheretoshop,over40%of45-65year-olds
indicateapreferenceforlocalretailers.Thisissignificantly
higherthanforotheragegroups.Incontrast,younger
shoppersdemonstratethatthepresenceofinternational
retailersstronglyinfluencestheirchoiceofashopping
centre.Lessthanhalf(49%)ofallconsumersinNorway
considerpricinganimportantfactor.Thisisthelowest
scoreacrossthecountriesandissome25%lowerthanfor
Finland.Theconvenienceofthecentrelocation
againscoreslowerforNorwegiansthanforany
othermarket.
Asforreasonsjudgedasextremelyorveryimportantto
thechoiceofshoppingcentre,Finnishconsumerssee
themixandrangeofretailersasbeingfarlessimportant
thanacrosstheothercountries.Only60%seethisaskey
inFinlandcomparedwith78%inSweden.Offargreater
importanceisthelocationoftheshoppingcentre,with78%
ofFinnishconsumersseeingthisascritical.Pricingisalso
adeterminingfactorwith74%indicatingitasbeingatleast
veryimportant.Thisis13%higherthananyoftheother
Nordicmarkets.
30 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Norwegianrespondentstypicallyliveclosertoshopping
centres,evidencedbythefactthattwiceasmany(8%)
travelbyfoottothecentreincomparisonwiththeother
countries(4%).(SeeFigure8.)Furthermore,39%travelled
forlessthan10minutestothecentretheyfrequentmost.
RespondentsinNorwayarealsothehighestusersofbuses
whentravellingtoacentre,with14%ofpeopleusingthis
modeoftransport.
Only20%ofSwedishconsumersspendlessthan
10minutesontheirwaytotheircentre,comparedwith
39%ofNorwegians.Intermsofdistancetotheshopping
centre,Swedishconsumerstravelledforlongerthanthose
intheothercountries.While58%travelledtothecentre
nearesttotheirhome,38%hadatleastmorethanone
centrenearertowheretheylivedthantheonethey
preferredtovisit.
Source: ICSC Nordic Consumer Survey, 2015.
Figure 8: What mode of transport do consumers use to travel to shopping centres?
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
3.5 TRAVELLING TO A SHOPPING CENTRE
Norwegian respondents typically live closer to shopping centres, evidenced by the fact that twice
as many (8%) travel by foot to the centre in comparison
with the other countries (4%)
In terms of distance to the shopping centre, Swedish
consumers travelled for longer than those in the other countries
313.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Shoppersacrossallmarketsmakeactiveuseoftheir
deviceswhileinshoppingcentres,asseeninFigure9.
Checkingbasiccentreinformationisthemostfrequent
useofsmartphonetechnology,anditisalsocommonfor
shopperstoundertakepricecomparisonorgainfurther
productinformationonlinewhileinstore.Transactingonline
wastheleastcommonreasontouseasmartphonewhile
shoppinginstore.Althoughonly12%ofNorwegiansmake
anonlinepurchaseinstore,thisissignificantlyhigherthan
forconsumersinallothermarkets.
Source: ICSC Nordic Consumer Survey, 2015.
Therehasbeenmuchconcerninthepastdecadeabout
thefutureofshoppingcentresandothertraditionalforms
ofbricks-and-mortarretailduetothegrowthofonlineretail
sales.However,ithasbecomeclearoverthepastfew
yearsthatonlineandofflinechannelsareinter-dependent
andthatshoppersusethesechannelsinterchangeably
withinashoppingjourney.Consequently,manyretailers
haveinvestedheavilyinaseamlesslyintegratedomni-
channeloffer.
Itisnowcommonforpeopletousetechnologywhile
shoppinginstorestochecksizes,comparepricesand
purchasefromanextendedproductrangeunavailable
inthestore.Thistendencyofconsumers,andincreasingly
retailers,tousetechnologysimultaneouslywhileshopping
orsellingvariesacrosscountriesandageprofilesindegree
andpurposeofuse.
Figure 9: How do consumers use their smartphones when in a shopping centre?
3.6 INTERACTION WITH TECHNOLOGY DURING THE SHOPPING JOURNEY
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
It has become clear over the past few years that online and offline
channels are inter-dependent and that shoppers use these
channels interchangeably within a shopping journey
32 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Figure 10: When making a purchase online, how do consumers receive the product?
AcrosstheNordiccountries,third-partycollection
pointsorhomedeliveryarethedominantfulfilmentoptions
foronlinepurchases,asdemonstratedinFigure10.In
Norway,consumersusethird-partycollectionpointsmost
with57%ofonlineconsumersusingthismodeforproduct
delivery,withtheshareincreasingto65%whentakingonly
femalesintoaccount.
AswiththeotherNordiccountries,thereisaverylow
incidenceofbuyingonlineandcollectinginstoreinSweden
(3%)and,again,astrongerpreferenceforthird-party
collectionpoints(23%)orhomedelivery(25%).Online
shoppingistheleast-favouredretail‘location,’withonly
6%preferringthisoveraphysicalenvironment,while29%
preferredlargeenclosedshoppingcentresand16%high-
streetenvironments.
Source: ICSC Nordic Consumer Survey, 2015.
3.0 CONSUMER PREFERENCES AND BEHAVIOUR 333.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
3.0 CONSUMER PREFERENCES AND BEHAVIOUR
Figure 11: How much of your shopping do you believe will be done online in 3 years’ time?
DenmarkisamongthetopfourmarketsinEuropeinterms
ofonlinespendingpercapita(source:EcommerceEurope).
Thisisreflectedinsurveydatasuggestingthatjustover
70%ofDanishconsumerswillundertakealittleorsome
oftheirshoppingonlinewithinthenextthreeyears.
(SeeFigure11.)Almostathirdof25-34year-oldsin
Denmarkexpecttocarryoutmostoftheirnon-food
shoppingtransactionsonlinewithinthenextthreeyears.
OnlineshoppingisalsointegratedintoSwedishconsumer
behaviour,with87%havingmadeanonlinepurchaseor
reservedonlineinthepast12months.Theanalysisalso
indicatesthattwo-thirdsofSwedishconsumersexpect
toundertakesomeoralittleoftheirshoppingonline
inthenextfewyears,with18%foreseeingbuying
mostoftheirnon-foodshoppingonlinewithin
threeyears.
NorwayranksamongthetopfourmarketsinEuropewhen
itcomestoonlineretailspending(source:Ecommerce
Europe).However,inrelativecontrasttotheotherNordic
markets,acomparativelylow12%ofpeopleexpectmostof
theirnon-foodshoppingtobedoneonlineinthenextthree
years.FinnishandNorwegianconsumersarealsotheleast
confidentthatanyoftheirshoppingwouldbedoneonlinein
thenextfewyears.
Source: ICSC Nordic Consumer Survey, 2015.
34 3.0 CONSUMER PREFERENCES AND BEHAVIOUR
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4.0 RETAILER INSIGHT
4.1 PERCEPTION OF THE NORDIC MARKET
4.0 RETAILER INSIGHT
InordertounderstandtheperceptionoftheNordicregion,interviewswere
conductedwithdomesticandinternationalretailersthatareeitheractive,
experienced,ornewlyenteringtheregion.Theseinterviewstookplaceinthelast
year.Theretailersinterviewedcamefrommanydifferentproductcategoriesand
pricepoints.Whilstsomewerestalwartsoftheregionwithhundredsofstores
acrossallfourmarkets,otherswerelookingtoenterwiththeirfirstlocations.
WhatbecameclearfromtheoutsetwasthatNordicretailersperceivethe
market(s)differentlyfromtheirnon-Nordiccounterparts.Thesedifferencesin
perceptionwereapparentinhowithasaffectedthedevelopmentofeachretailer’s
respectivebusinessintheregion.
Formanyoftheinternationalbrandsthatwerelookingtoexpandwithinthe
Nordics,themovemarkedtheculminationofawiderEuropeanexpansion
strategythatwasprecededbyanexpansionwithinthelargermarketstothe
south.Astherelativepopulationsizeoftheregionislessthanmanyother
Europeancountries,thetendencyamongstretailersfromoutsidetheregionwas
toviewtheNordicmarket‘asone’.Thisviewwaslargelyre-enforcedbyinternal
structures.Whereaninternationalbrandwaseitherseekingtoentertheregion
orhadenteredintomorethanonecountry,thesameindividualorteamwould
beresponsibleforallmarkets.Inthemajorityofinterviewsofthistype,entrants
plannedtomanagetheirbusinesseseitherfromtheirhomemarketorfrom
anotherEuropeanlocation.Thisexternalmanagementoftheregionmayreinforce
thenotionamongstnewentrantsthattheregionislargelyhomogeneouswith
fewsignificantdifferences.Theroleofe-commercewasalsoanimportantfactor
whenbusinessesfromoutsidetheregionwereplanningtoenter.Theregionis
seenasagood‘fit’forane-commerceledbusiness,aspeoplearetechsavvybut
morelikelytobegeographicallyisolatedfromaphysicalstore.Asaresult,many
internationalentrantslooktocoverthedisparateareasoftheregionthroughan
onlineonlystrategy.
Inthecaseofthemoreaspirationalretailersthatweinterviewed,brandswere
morelikelytorefersimplytothecitiesinwhichtheytradeoraretargetingfor
expansion.Inthisstrategy,brandsdonotdifferentiatebetweentheindividual
marketswithinaNordicregion.RatherthanDenmarkandSwedencompared
Nordic counterparts. These differences in perception were apparent in how it has affected the development of each retailer’s respective business in the region
“Many international players think the Nordic countries are quite small. That it will be easy to come into the market. However, the markets are quite complex. This might explain why international brands enter the market with franchise partnerships.Nordic Retailer CEO
354.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
againstGermanyortheNetherlands,thediscussionwillinsteadseeStockholm
andCopenhagencomparedagainstHamburgorAmsterdam.Conversely,
domesticbrandstypicallyhadstrategiesthatwereadaptedtoeachmarket.
Duetothehigherlevelsofstorepenetration,themajorityofdomesticretailers
managedtheirstoreslocallyineachcountry.Whilstthisapproachequipsthe
localteamineachcountrywithadeepknowledgeofeachmarket,someretailers
appearedtohavelittleawarenessofthetrendsinfluencingneighbouringmarkets
withinaregion.
Aclearconclusionfromourresearchisthatinternationalbrandslargelyhavea
high-levelviewoftheregion,seeingfewdifferences,whereasdomesticplayers
aremoreawareofthedifferencesthatexistbetweenandwithinmarkets.These
trendshaveshapedtheretailofferinthemajorcentresoftheregion.Whilstthe
majorcitiesaremorelikelytohavesimilarbrandstooneanother,localretail
centreshaveagreaternumberofbrandsthatonlytradeintherespectivemarket.
36 4.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4.2 MARKET OPPORTUNITIESMass-marketbrandsseekingtoentertheNordicmarketmustofferanewand
excitingpropositiontoconsumers,astheycompetewiththeever-popularretail
mainstaysoftheregion.Infashion,groupssuchasH&M,Stockmannand
Bestsellerarewellestablishedandhaveastrongunderstandingoftheconsumer
ineachmarket.Thisfamiliaritycreatesanopportunityfornewentrantstocreatea
pointofdifferenceandaddinteresttotheexistingretailmix.
Notwithstandingthefactthattheoverallstore
requirementforeachretailerisdeterminedby
thenatureofanindividualbusinessmodel,
aconsensusexistedamongsttheretailers
interviewedoncorelocations.Inorderto
ensureeffectivecustomeracquisitionandbrand
awareness,openinginthehighestprofilecities
andshoppingcentreswasconsideredessential.
Fashionbrandsagreedthatnationalandregional
capitalcitiesandtheirmajorshoppingmallshave
thehighestlevelsoffootfallanddwelltimeand
offerthegreatesttradingopportunity.Opinion-
leadingshoppersthatwillaidtheestablishmentof
recognitionandcredibilityforabrandalsotypically
visittheselocations.
Inconjunctiontoawell-considerednetworkofstores,newbrandsshouldensure
thatthisformspartofawiderstrategythatincludesdigitalmarketing,pop-up
storesandsocialmediacampaignstoraisetheawarenessoftheirbrandstodrive
interestandexcitementpriortostoreopenings.Workingwithshoppingcentre
ownerstodevelopcampaignspriortostoreopeningscanoftencreateapositive
buzzaroundabrandlongbeforeastoreopening.Thisanticipationislikelyto
benefitboththeinvestorandoccupier.Afurtherconsiderationfornewentrantsis
touseindividualstoredesignsineachnewlocationtodriveinterestinthebrand,
asmanyoftheleadingincumbentsemployidenticalshopfit-outsthroughouttheir
storenetworks,whichaddtotheperceptionofuniformityandrepetitivenessinthe
retailmix.
Mass-market brands seeking to enter the Nordic market must offer a new and exciting proposition to consumers, as they compete with the ever-popular retail mainstays of the region
374.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4.0 RETAILER INSIGHT
Amongstanumberoftheinternationalfashionretailersthatwespoketo,
Denmarkwascitedonanumberofoccasionsasthenaturalgatewaytothe
region.Whilstthiscanbeexplainedpartlybygeography,therewasalsoafeeling
thattheDaneswerethemostfashionableandinterestedinnewtrends.This
wasparticularlytrueofCopenhagenandHovedstaden,whereconsumersare
regardedasthemostavant-garde,incontrasttothemoreconservativevalues
seeninJutland.Retailerspresentacrossallfourmarketsintheregionsaidthat
newstyleswereoftentrialledinDenmarkfirst,andonlyasuccessfultrialthere
wouldseeaproductrolledoutacrosstheregion.
Asthelargestnationwithinthefourmarkets,the
Swedishconsumerisseenasthemost‘typical’
Nordicshopper.TheperceptionoftheSwedish
consumeramongstbothNordicandinternational
retailerswasofamodestandfunctionalshopper
whovaluesqualityandpracticality,eschewing
flamboyance.Onefashionretailerthatwespoke
tocommentedthatinSwedentheirsalesofown-
labelproductwerethehighestofthefourmarkets.
TheperceptionofatypicalNordicshopperas
describedbyretailersthatcurrentlyhadnostores
withintheregionwastheclosestinperception
oftheSwedishshopper.Astheonlymarketwith
morethanonelargecity,retailerswithalargepresenceinSwedenalsodrewa
muchclearerdistinctionbetweenconsumersinurbanandruralareas.Consumers
inStockholm,MalmoandGothenburgwereconsideredtobemoreacceptingof
newtrendsthantheirruralcounterparts.
Danes were the most fashionable and interested in
new trends
Denmark is the market in which we have to work the hardest. Consumers there are more continental and have much greater expectations of us in terms of experience and customer service.
Nordic Retailer CEO
The Swedish consumer is very different from those in our core markets of Germany and the Netherlands. They are much more value focussed and look for quality as opposed to just brand labels. We were not aware of this when we first entered the market and our ranging was adapted quite significantly as a result.
European Retailer Real Estate Director
4.3 CONSUMER PERCEPTIONS
38 4.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4.0 RETAILER INSIGHT
Swedenisalsohometothelargestnumberofimmigrantsofthefourmarkets.
Thiswasathemepickeduponbyanumberofretailers.Anumberstatedthat
theywerenowbeginningtoconsiderthissegmentofthepopulationwithtargeted
productranges.Overall,theSwedishconsumercanbedescribedasrational
andmoreconsideredwhenmakinglargepurchasesthanconsumerselsewhere
in Europe.
Norwegianconsumersareperhapsthemostmisunderstood
ofthefourNordicmarketsbyretailersenteringthemarket
forthefirsttime.Manyretailerssawnomajordifferences
betweenNorwegians,SwedesandDanesintermsofattitudes
andvalues,andweremainlyawareofthisnation’sgreater
affluenceandpositionoutsideoftheEU.However,our
discussionswithretailersalreadytradingintheregionwere
muchmorecognisantoftheNorwegianconsumer.Thereisan
observabledistinctionbetweenNorwegiansandotherNordic
consumersintheirviewofinternationalbrandsandproducts.
OneretailerstatedthatthoughNorwegiansareequallyaware
ofbrandsandconceptsfromoverseasthereisaninherent
patriotism,whichseesthempreferdomesticbrands.Afood
retailerthathadenteredthemarketwithastrategyofdelivering
qualityproductsateverydaylowpricesfailedtoconnectwiththeconsumerand
exitedthemarket.TherespondentidentifiedthisloyaltytoNorwegianproducts
asafactor.AstheretailersourcedmanygoodsfromoutsideNorway,theywere
lowercostthanmanyequivalentNorwegianproductsfromcompetingretailers.
However,consumersrequiredalocalconnectiontotheproduce,andwouldnot
merelypurchasebasedonpricealone.Inthesamevein,aretailerpresentin
allmarketsconsideringtheironlinelaunchintheregionstatedthatwhilstthey
wouldbewillingtolaunchawebsiteonlyinEnglishinSweden,theywouldnotbe
preparedtolaunchanEnglish-onlysiteinNorway.Thisisinterestinginacontext
where89%ofNorwegiansareabletoconversefluentlyinEnglish,comparedto
only86%ofSwedes.
WhenspeakingtooneofFinland’slargestretailers,theirviewonthecountryas
theNordics‘forgotten’marketreflectsthegreaterisolationofthecountrywhen
comparedtotheotherthreemarketswithinthestudy.Infact,moreretailers
planningtoentertheNordicmarkethadnoplanstoenterFinland.Thosethat
Norwegian consumers are perhaps the most misunderstood of the four Nordic markets by retailers entering the market for the first time.
Norwegian consumers are the highest average spenders within our businesses in the region, much more ‘happy go lucky’. This is in contrast to Swedes whom are much harder to upsell.
Nordic Retailer CEO
394.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
wereinterviewedweremuchmorelikelytohaveomitteditfromtheirexpansion
planfortheregion,orconsiderittogetherwiththeBalticstatesofEstonia,Latvia
andLithuania.TheperceptionofFinland’seconomywasalsothemostnegative
ofthemarketswithintheregion.
OneFinnishretailerremarkedthatwhilstthecountrywassignificantlywealthier
thanmostotherEuropeancountries,thegreateraffluenceofconsumersinother
Nordicmarketsmadethemseem‘poorbycomparison’.
MostretailersfromoutsidetheregionmentionedonlyHelsinkiasamarketthat
theywouldconsiderforexpansion.However,thiswasusuallywithinthecontext
astowhyFinlandwasnotpartoftheirexpansionplansfortheregion.
Finnish consumers are very price sensitive. They are certainly a nation of bargain hunters.
Retailer Operations Manager
40 4.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Retailformatsarelargelyhomogenousacrossallmarketsintheregion,withlittle
differenceinthe‘lookandfeel’ofthestores.Newentrantssawthissimilarity
asanaidtodevelopingbrandrecognitionacrosstheregion.Someofthemore
long-standingretailerswithasignificantnumberofstoresacrossallmarketswere
beginningtolookatdifferentiatingstorefitouts,tailoredtoeachlocalmarket.
Theretailers’approachtoonlineretailingwasmixedand
somewhatoutofstepwiththefindingsoftheconsumersurvey.
Whenaskedabouttheimportanceoftheironlinebusiness,
themajorityofretailerssaidthatitwaslessimportantthan
theirnetworkofphysicalstores.Arecentnewentranttothe
markethaddevelopedanetworkofstoresacrossanumber
ofthemarketswithintheregion,buthadnotransactional
websiteinanymarket.SomesawthecostofI.T.development
forwebsitesinmultiplelanguagesandthesupportinglogistics
infrastructureasabiggerriskthanopeningphysicalstores.
Oneretailerthatwasinterviewedthathadenteredthemarket
overadecadeagoadmittedthattheirinitialstrategyaround
onlinewasmisjudged.Fromtheoutset,theirmodelwas
predicatedonthebeliefthatthewaytowinonlinewastoopen
verylargeformatstoreswhereconsumerscouldseethewidestrangeofproducts.
Thecostsofoperatingthesestoresbecamechallenging,andthebrandhas
subsequentlyspentagreatdealoftimenegotiatingwithpropertyowners
todownsizetheunitsthattheyoccupied.However,whilstthesestoresnow
focusonholdingfewerlines,whatisalsokeyistheirrolewithinthefulfilmentof
customerordersplacedonline.Retailersarebeginningtooffersamedaydelivery
intheNordicregion,andthiscanbeachievedthroughusingstoresasdelivery
centres.Thisisbecominganever-greaterfactorindecidingwheretolocate
physicalstores.
Commentsaroundonlineretailalsouncoveredacommonthemefromretailers
tradinginNorwayandFinland.Anumberofoperatorsidentifiedthechallenge
ofdistributionintheextremeruralareasoftheregion.Thiswasoftencitedasa
factorastowhynewinternationalentrantswouldnotlookbeyondthecorecities
ofOsloandHelsinki.
People shop online to guarantee product availability, price and the collection time that suits them. However, the majority of orders still touch a physical store in some way, and over half are collected by the customer from a store.European Retailer Operating in Sweden
Retail formats are largely homogenous across all markets in the region, with little difference in the ‘look and feel’ of the stores
4.4 RETAILER STRATEGIES
414.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Thephysicalgeographyofthedifferentmarketsalsoshapes
retailerstrategieswithintheregion.Thisismostevidentin
theweatherandclimaticdifferences.ConsumersinDenmark
andsouthernSweden,themostdenselypopulatedpartof
theregion,enjoyrelativelymildwintersandwarmsummers,
whereasfurthernorththerearefourdistinctseasons.This
isparticularlyclearinNorwaywheretheassortmentmust
changewiththeseasonsmuchmorevisiblytoadapttothe
changingweather.Aleadingsportsandoutdoorretailerthat
wasinterviewedhighlightedthatthisalsofeedsintoconsumer
habits,withnorthernconsumerstypicallybeingmoreoutdoor
focussedandlikelytotakepartinactivitiessuchascross-
countryskiing.Thelandscapeofeachmarketalsoinfluences
thetypesofproductspurchasedinstores.Norwayisvery
mountainousandsowintersportsaremuchmorepopular,
whereasinDenmarkthehighestmountainislessthan175min
elevation.
Anothersignificantraftofbarrierstoentrystemfromthe
differingregulatoryenvironments.TheNordicregionisoften
perceivedasahighlyregulatedregionthathasverystrictlaws
toprotecttherightsofemployeesandconsumers.Inaddition,
eachmarkethasdifferinglawsineacharea.Retailersrelying
ontheoverarchinglegalframeworkimposedbyEuropean
bodiesshouldproceedwithcaution,astherearematerial
differencesinbothlegalstructuresandpolicies.Despitethe
superficialsimilaritiesofthelegalsystemsineachmarket,
therearekeydifferencesacrossarangeoflegalareasfrom
employmentlawtotradingrestrictionsandproperty.Whilstthe
uninformedcanuseadvisorswhomspecialiseincrossborder
practice,thisisoftenanexpensiveandtime-consumingtask
thatcandeternewentrants.
Retailersenteringtheregionshouldalsobepreparedtoensurethattheirsupply
chainiscompliantwithNorwegiantradingregulationsgivenitspositionoutside
theEU.Thisisparticularlyrelevanttoretailersthatwishtoshiponlineordersfrom
acentraliseddistributioncentrewithintheEU.Whenorderingitemsfromonline
Some of the more long-standing retailers
with a significant number of stores
across all markets were beginning to
look at differentiating store fit outs, tailored to each local market
It is important that retailers have a clear operating model when selling goods across the EU border. Certain product categories, including certain foods and alcohol face heavy restrictions, and there are issues around returns...Kristian Ericsson, Senior Manager & Head of Negotiations, Gate46, Sweden
42 4.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
storesoutsideNorway,inmostcasesconsumerspay25%VATwhentheitem
arrivesinNorway.Anumberofretailersinterviewedhaveovercomethisissueby
havingseparatedistributionfacilitiesfortheEUmarketsandNorway.
Thedifferingcurrenciespresentineachmarketcanalsocreateanotherheadwind
forretailersfromoutsidetheregion.WhilstFinlandispartoftheEuroarea,the
otherthreemarketseachhavetheirowncurrencies.WhilsttheDanishKroneis
peggedtotheEuroatanaveragerateof7.46038DKKperEuro,theNorwegian
andSwedishKronearefreelytradedandcanoftenfluctuatesignificantlydue
tothelowervolumestradedoninternationalmarkets,andtheNOK’slinktothe
priceofoil.Retailerscanseektoovercomethischallengebydisplayingtheprice
ofaniteminmultiplecurrenciesonaticketoracceptingpaymentsinEuros.
SeveraloftheretailersthatweinterviewedacceptEurosintheirstoresthroughout
theNordicregion.Conversely,someretailersarebeginningtoseethedifferent
currenciesinadefensivelight,asithelpstoinsulatethemfromwidechangesin
thevalueofeachkrone.
434.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4.0 RETAILER INSIGHT
Notwithstandingtheretailersthathadlefttheregionfollowinganunsuccessful
venture,eachoftheretailersinterviewedaspartofthestudyhadplansto
expandtheirfootprintintheregion.Thisrangedfromaretailerseekingtodevelop
anetworkofonehundrednewlocationsinthreemarkets,toanaspirational
footwearbrandlookingforonedepartmentstoreconcessioninbothCopenhagen
andStockholm.OverallSwedenandDenmarkweremorepopulartargetregions
forexpansionthanNorwayandFinland.
Itisalsoimportanttonotethatamongstmanyinternational
retailersthathadenteredthemarket,theyhaddonesothrough
afranchisemodel.Thebenefitsofthisareseenastwofold.
Firstly,theretailercouldoperatecompanyownednetworksin
largermarketswithahigheramountofpotential.Secondly,a
localfranchiseewasperceivedtobebetterequippedtodeal
withtheregulationsgoverningeachmarket.
Tellingly,manyofthefashionretailersthathadexpandedover
severaldecadestooperatehundredsofstoresacrossthe
regionacceptedthatnewentrantswouldbeabletocoverthe
marketwithamuchsmallernetworkinfuture.Forcomparison
goodsretailersthenewoptimumnumberoflocationstocover
theregionwastwelve.Thisdidincludeanumberofretailers
thatsaweachcountryas‘onestore’markets.
Asaresult,itislikelythatinfuture,thefocusofnewinternationalentrantswillbe
onasmallnumberofhighpotentialhighstreetandshoppingcentrelocations,
particularlyconcentratedintheregion’smajorcities.Thisislikelytocreate
furtherpolarisationintheretailoffer,withmorelocalcentresthepreserveofwell-
established,Nordicretailerswithlegacyretailnetworks.
Overall Sweden and Denmark were more
popular target regions for expansion than
Norway and Finland
For our future brands, Denmark is a 30 store marketNordic Fashion Retailer
4.5 EXPANSION PLANS
44 4.0 RETAILER INSIGHT
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
4.0 RETAILER INSIGHT
5.0 CONCLUSIONS
5.1 REGION-WIDE CONSIDERATIONSTheNordicmarketscontinuetoholdconsiderablepotentialfornewretailers
seekingtoexpand.Forinternationalentrantsitiseasytodiscussthemarkets
asone,butnewentrantsshouldbeawareofsignificantlocaldifferences.Whilst
thehighlevelsofpurchasingpowerandpopulationgrowth,astablepolitical
environmentandstrongeconomicplatformareattractive,pitfallsawaitaretailer
thatassumestradingherewillbeeasierthaninothercoreEuropeanmarkets.
InordertounlockthepotentialoftheNordics,arigorousexpansionplan,
underpinnedbymarket-specificresearch,isadvisable.Retailersmustbemindful
ofthedifferentconsumerattitudes,currencies,regulationsandcompetitorswithin
eachmarket.Whilstatraditional‘hub-and-spoke’approachofflagshipstoresin
majorlocations,supportedbysmallersatellites,mayworkwellinlargerEuropean
markets,thesparselypopulatedareasoutsideofthemajorcentresmakesthis
amoredifficultmodeltooperateintheregion.Assuch,thelong-heldassertion
thatflagshipscanbecome‘showrooms’foronlinesalescanbethoroughlytested
intheregion,asretailspendisfocusedonthemajorcitiesandthepenetration
ofonlineretailisamongstthehighestinEurope.Fromapropertyperspective,
retailersmustbewillingtoinvestinthecoreretaillocations,asavailabilityisquite
limitedanddemandishigh.
TheinternationaloutlookofNordicconsumers,coupledwiththeirrelativefluency
inEnglish,facilitatesageneralacceptanceofshoppingfromwebsitesfromother
countries.ThisraisestheawarenessofnewtrendsandstylesamongstNordic
shoppers,butretailersmustbecognisantthatconsumersareacutelyawareof
pricingstructuresinothermarkets.
RetailersfrommarketssuchastheU.S.,U.K.andAustraliashouldalsobeaware
ofthemorerestrictiveopeningtimeregulationsinoperation.Whilstretailers
inFinlandandSwedencanopenforsixhoursonSundays,Danishretailers
arerestrictedtofourhoursonselectedSundays,andinNorwaythepractice
isgenerallynotpermitted.Furthermore,storesdonottypicallytradelateinthe
evenings,andmostshoppingisdonebefore6pm.
Newmarketentrantsmaybepleasantlysurprisedattheopennessand
transparencyoftheregion.Retailerscanusethistotheiradvantage,as
itispossibletounderstandthemarketinmoredetailbeforecommitting
investment.Furthermore,whilsttherelationshipwithlandlordsinotherregions
ischaracterisedasanadversarialone,retailerscanworkinamuchmore
harmoniousway,standing‘shouldertoshoulder’withshoppingcentreownersto
ensuremutualbenefit.
Retailerswithastrongbrandwhodecidethattheregiondoesnotholdsufficient
promisemaywishtoexploretheopportunitytoworkwithafranchisepartner.
The Nordic markets continue to hold considerable potential for new retailers seeking to expand. For international entrants it is easy to discuss the markets as one, but new entrants should be aware of significant local differences
455.0 CONCLUSIONS
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
Thisismuchmorecommonthaninlargermarketsandallowsacompanyto
benefitfromalocaloperator’sknowledgeandexperience.Thisapproachwill
alsoreducetheriskofexpansionintotheregionwhilerequiringlesscapital
investment.
Theopportunitywithinthediscountretailsectorisoften
perceivedasbeingmorelimitedintheNordicregionthanin
otherEuropeancountries.Thisispartlyduetotheimpact
ofhigherindirecttaxesthatreducethepricingdifferential
ofdiscountretailers.Morefundamentally,however,the
existingretailmarketischaracterisedbyoperatorsoffering
qualitygoodsatreasonableprices.Thisismuchmore
similartothebusinessmodelofdiscountersandsothe
modelisseenaslessrevolutionaryintheregion.
Thatisnottosaythattheloveofabargainisweaker
amongstNordicconsumersasthoseinotherEuropean
markets.Thiscanbecolourfullyillustratedthroughthe
successofGekås,adiscountretailerbasedinthetown
ofUllaredinwesternSweden.Thisretailerhasbecome
somewhatofatouristattractionintheregionandisvisited
byover4.5millionpeopleayear,whoareattractedby
itssimpleproductrangeandlowprices.Since2011,the
storewasfeaturedinarealityTVseriesthatwaspopular
inbothSwedenandNorwayanddetailsthelengthsthat
consumersfromallovertheNordicregionwillgotovisit
the store.
Aswiththefuturepotentialforluxuryretailers,thegrowinginequalityinthe
Nordicmarketsmayalsocreateopportunitiesforretailerstargetingthoseatthe
lowerendoftheincomescale.However,inordertobesuccessful,theresearch
suggeststhattheseretailersmustnotcompromiseonthequalityoftheirproduct
range.Instead,Nordicconsumersaremorelikelytoacceptaretailofferwitha
lessexpensivestoredesignandfit-out.
OneofthegreatinconsistenciesofretailingintheNordicregionisthatwhilstits
citizensenjoysomeofthehighestlevelsofincomeintheworld,theluxurysector
remainsrelativelyembryonic.InNorwayinparticular,whereresidentsenjoya
higherlevelofincomethanevenbastionsofluxuryretailsuchastheSwitzerland
ortheUAE,thereisanotableabsenceofluxuryretailerswhencomparedtothe
sizeofthemarket.Thisistypicallyattributedbyretailersinthesectorhaveonlya
limitedornopresenceintheregionthreekeyfactors.
Thefirstisthatthereisinsufficientcriticalmassofotherluxuryretailerstocreate
therighttradingenvironmentsinwhichtotrade.Whilstthismaystillbetrueof
the‘pure’luxuryheritagebrands,whichareonlyfoundinsmallnumbersinthe
keycapitalcitiesoftheregion,‘accessible’luxurybrandsorthediffusionbrands
46 5.0 CONCLUSIONS
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
5.0 CONCLUSIONS
oftraditionalluxuryhousesareincreasinglylookingtotheregiontoexpandtheir
presence.Thisisbeingfacilitatedbythedevelopmentofnewshoppingcentre
schemes,suchastheMallofScandinavia,whichdeliveredbrandssuchasHugo
BossandMichaelKorswhenitopenedinlate2015.
Thesecondfactoristhatwhilsttheregion’sconsumersarewealthy,incomeis
muchmoreevenlydistributedthaninotherEuropeancountriesandsothere
arefarfeweroftheverywealthyconsumersthatluxuryretailersseekwhen
openingnewboutiques.Itisundoubtablethatthehighertaxenvironmentofthe
Nordicregionhasresultedinlowerincomepolarisationthaninothercomparable
countries.Forexample,Swedenishometoonlyaround80,000dollarmillionaires
orc0.8%ofthetotalpopulation,despitebeingoneoftheworld’swealthiest
countries.Bycontrast,inSwitzerland,thehomeofmanyluxuryretailbrands,
thereare667,000dollarmillionaires,representingover8%ofthetotalpopulation.
Whilstthisclearlylimitsthenumberofpotentialclientsfortheveryhighend,
themarketopportunityformoreaspirationalbrandsisincreasing.Furthermore,
themodelofegalitarianismwithintheNordicregionisbeginningtochange.
Theincomesofthetop10%intheregionhavebeenrisingmorequicklythan
formiddleandlowincomeconsumersoverthepastdecade.Swedenhasnot
leviedinheritancetaxessince2005andNorwayhasalsomovedtoabolishthem,
withthismeasurealsobeingfiercelydebatedinFinland.Thesemeasuresare
expectedtofuelthegrowthofwealthyfamiliesintheregionovercomingyears.In
thefuture,thismayleadtoluxurybrandsholdingOsloandStockholminthesame
esteemasZurichandGenevaasmusthaveplacestoopenboutiques.
ThethirdassertionisthatNordicconsumersaretypicallylessinterestedinluxury
retailbrands,eschewingflashydisplaysofwealthinfavourofmoreconservative
brandsandstyles.Thishowever,appearsanoverlysimplistictypecasttothe
region’sshoppersandparticularlythosefoundonthehighstreetsofthemajor
cities.Thereisasensethat‘ifyoubuildittheywillcome’,i.e.thatgiventhe
opportunitytoshopmorefrequentlywithluxurybrands,demandinthesegment
willincrease.ThisseemsparticularlyapparentinNorwayandDenmark,whose
shoppersaretypicallymorecosmopolitanandbrandconscious.
475.0 CONCLUSIONS
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
5.1.1 DENMARK
ForEuropeanretailersenteringtheNordics,Denmark
islikelytobethemostsimilartothoseinwhichtheyare
currentlytrading.Thecountryismuchsmallerthanits
northernneighboursandthepopulationdensityismuch
closertotheEuropeanaverage,factorsthatwilleasethe
logisticalchallengeofoperatinganewnetworkofstores.
ConsumersinDenmarkaremorecosmopolitanand
fashion-consciousthaninothermarkets,andsoare
oftenagoodbarometerastohowanofferwillbereceived
acrosstherestoftheregion.Thecountryalsoenjoys
amuchmilderclimatethantheotherNordicmarkets,
andsofashionretailersshouldalsoconsideroptimising
theretailmixinDanishstorestoaccountforthis.
Asanaturalgatewaytotheregion,Copenhagenwould
betherecommended‘launchpad’formostnewentrants
asithasastrongcitycentreandanetworkofpopular,
modernout-of-townretaildevelopments,suchasFields
andFisketorvet.Thiswouldbuildbrandrecognitioninthe
marketandallowfurtherexpansionintoothermarketsin
DenmarksuchasAarhusandOdense.Furthermore,the
closeproximityofCopenhagentosouthernSwedenwould
alsoraiseabrand’sprofilefromacross-borderperspective.
5.1.2 FINLAND
Finlandisoftenthelastmarkettobeconsideredby
retailerslookingtoexpandintheNordics.Inmanycases,
itisomittedfromretailerexpansionstrategiesalltogether.
ItsproximitytoRussiaandtheBalticStates,Estonia
inparticular,oftenseesthemarketincludedinexpansion
strategieslookingfurthereast.However,Finlandis
amuchwealthiernationthananymemberoftheformer
SovietUnion,andhashigherpercapitaincomesthan
bothGermanyandtheU.K.
Thedemographicsofthenationarelessfavourablethan
theotherNordiccountries,withmodestpopulationgrowth
expected.However,thereissignificantinternalmigration
fromthenorthofthecountrytothesouth,andthisarea
wouldbetherecommendedfocusofexpansionformost
internationalbrands.
Thepopulationisoverwhelminglyfoundinurbanareas,
withtheHMAaccountingforover25%oftheFinnish
population.Thesouthernbeltofthecountrywouldpresent
theclearestopportunityfornewmarketentrants.Whilst
Helsinkiisobviouslythefocus,brandsareencouragedto
looktotheothercitieswithintheregion,suchasTampere
andTurku.Shoppingcentresrepresentasignificant
proportionofretailspace;thepast10to15yearshave
seengreatvolumesofshoppingcentredevelopment,as
Finlandhasattemptedtocatchupwiththeshoppingcentre
marketsinotherNordiccountries.Shoppingcentresare
thenaturalretailformatforbrandsseekingtotargetthe
averageFinnishconsumer.
48 5.0 CONCLUSIONS
NORDIC RETAIL MARKET ANALYSIS AUGUST 2016
5.1.3 NORWAY
Retailersthathavealreadyestablishedasuccessful
businessintheregionoftentargetNorway,amorecomplex
marketthaneitherSwedenorDenmark.SimilartoSweden,
projectionsindicaterapidpopulationgrowthandincreased
diversityinNorwayoverthenextfiveyears.Oslois
currentlyEurope’sfastest-growingcity,andsignificantnew
residentialareasareplannedtothenortheastofthecity
centre,toaccommodatetheinfluxofnewresidents.This
providesanopportunityforretailerstolaunchinthemarket
viaanewdevelopmentasopposedtoamoretraditional
retaillocation.
Asthepopulationdensityisverysparsewhenlooking
outsideofOslo,retailersareencouragedtoconsider
whethertheyareabletodevelopsufficientscaleoutside
thecapitaltomeritanexpansion.Osloishometoanumber
ofpopular,highperformingshoppingcentresandhas
astrongretailcorethatattractsconsumersfromacross
Norway.Inthemorefar-flungcornersofthenation,there
isamuchlowerpenetrationofinternationalbrands,and
carefulconsiderationaroundlogisticsandstoresupport
isneededbeforeexpandingintotheselocations.Whilst
theaverageNorwegianismuchmoreaffluentthanother
Nordicconsumers,thereisevidencethattheywillhappily
traveltoLondonorMilanformajorshoppingtrips,as
opposedtovisitingschemesintheirowncities.
Onefactorfornewentrantstoconsideristhevalue
attributedtolocalproductsinthemind-setoftheNorwegian
consumer.Althoughconsumersappreciatethatgoodsfrom
aroundtheworldmayofferhigherquality,consumersare
willingtopayapremiumforlocallysourcedgoodsandare
lesslikelytobemotivatedbythelowerpriceofimported
goods.Thiswouldfavourbrandswithahigherpricepoint
overmorevalueoriented‘fast—fashion’operators.
Norwayistheonlymarketintheregiontolieoutsideofthe
EU.However,itspositionwithinEFTAmeansthatretailers
mustcomplywithmanyofthesameregulationsasinthe
othermarkets.Forexample,productsmustmeetthe
samesafetystandardsasthosesoldthroughouttherest
oftheregion.
TheabovefactorsmaywellexplainwhyNorwayisthe
marketwherenewentrantsaremostlikelytoenterwith
alocalfranchisepartner.
5.1.4 SWEDEN
AsthelargestnationwithintheNordics,Swedenoffers
newentrantsthegreatestpotentialtodevelopscale.
Furthermore,asaresultofmigrationfromoverseas,the
populationsofitslargestcitiesareforecasttogrowat
exceptionalrates.ToplaceStockholmincontext,thecity
isexpectedtogrowby17%inthenextfiveyears,twice
therateatwhichLondonisgrowingandfourtimesthatof
Paris.Thecountryhasalsoexperiencedthehighestlevels
ofretailsalesvolumegrowthinthepastfiveyears,andthis
trendissettocontinue.
Swedesaretypicallymorepriceconsciousthaninother
Nordicmarkets,andsoaspirationalbrandsareadvised
tolooktothemajorcitiesasthefocusoftheirexpansion
astheseareasarehometothewealthiestSwedes.The
increaseddiversityoftheSwedishpopulationpresents
anopportunityfornichebrandstoenterthemarket,or
forproductrangestobeadaptedtomeettheneedsof
shoppersfromdifferentethnicandculturalbackgrounds.
Theconsumerresearchcarriedoutforthisstudyalso
highlightsthatSwedesarethemostpassionateaboutthe
arrivalofnewinternationalbrands.
WhilstmostnewentrantswillnaturallyseeStockholmas
theplacetoestablishabrandwithinSweden,thismay
markthenorthernboundaryofmostbrands’expansionin
thecountry.Mostofthepotentiallocationsfornewentrants
lietothesouth.CitiessuchasMalmo,Gothenburgand
Helsingborgpresentcriticalmassandhavesufficiently
largecatchmentareastosupportmostmid-marketbrands.
495.0 CONCLUSIONS