The creation of physical stores for brands that were initially purely operating online, is a growth area for our category mix, as in 2021, the Group signed 47 leases with such tenants (Digitally Native Vertical Brands). Consumers want the convenience and fast-paced benefits of online shopping integrated with the real-life experiences of in-store, as well as extended delivery and return options.

• After successfully creating physical consumer spaces in our destinations in the US in November, we welcomed Amazon 4-star store, the second in the UK, to Westfield London. It is the first Amazon store in a Westfield centre outside the US. Bringing the Amazon experience to a physical format, the 5,000 sq. ft. store delivers a curated range of products that are rated 4 stars and above, and are top sellers or trending on Amazon.co.uk.
• Chiquelle, a well-known Swedish e-commerce brand, opened its first physical store in Westfield Mall of Scandinavia.
• After opening in several URW shopping centres, such as Westfield Mall of Scandinavia, Xiaomi, a global tech retailer, is currently preparing for the opening of its first store in Vienna, in Westfield Donau Zentrum, spanning about 100 m².
• In the Netherlands, popular company Coolblue, which made its mark with online shopping and a wide range of electronic products, has chosen to open a shop in our Almere destination. Four units were merged into one large electronics store that’s poised to be a go-to for personalised advice, purchase repairs, returns and order pickups.
• Similarly, Stadshart Amstelveen houses Babystyling, a brand known for its beautiful prints and quality basics for children, which are also eco-friendly. Building upon the brand’s strong online presence, this shop, the first in a URW destination, gives customers the opportunity to see the fabrics up close and get advice on outfit combinations.

This phenomenon of linking our destinations with web-based companies is only the beginning of different forms of collaboration with online players. We are also pleased to be continuing a promising partnership with Zalando, a project that began in Germany and expanded to Spain, the Netherlands, Poland and Sweden. This partnership enables us to connect to Europe’s largest online fashion platform, reach new customers through Zalando and improve inventory turnover among participating brands.

The concept? If a customer orders a product online, the order can be forwarded directly to an affiliated partner retailer who has it in stock. The employees in the store or a local warehouse of the retailer take care of the shipping. Our cooperation with Zalando combines online and offline trade to decentralise and optimise logistics processes – especially on the so-called last mile – and thus contributes to sustainable supply chains by reducing trips and shortening distances.

We look forward to supporting more companies as they venture further into physical retail.