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JLL report outlines consumer buying habits and retail landscape for European retailers looking to the U.S.A. for expansion
New York, Dec. 7, 2015 – The U.S. market has six times more retail square feet per person that the United Kingdom, with 2,375 square feet per 100 inhabitants. That’s more space than France, Denmark, Finland, Portugal, Spain, Italy and Germany combined, making it an increasingly attractive locale for European retailers that have reached maturity in their home markets. Gateway cities continue to be the focal point for retailers testing the waters, and while New York is the obvious landing point for most, JLL’s Retailing U.S.A. report indicates that retailers should cast their nets wider to succeed in the United States.
“The U.S. is a difficult but worthy market for international retailers. It’s made up of a handful of international cities, and hundreds more large and small markets,” added David Zoba, Chairman of JLL Retail’s Global Leasing Board. “The common currency, language and rule of law make the U.S. an appealing and scalable market. If a concept works in the United States, the vast landscape for potential store locations across well-developed and diverse retail assets is tremendous.”
Retailing Across America’s AssetsMany European retailers have operated in the United States through franchises, but company-owned stores are growing in appeal because they offer retailers a better opportunity to represent and grow their brands themselves. To expand effectively, retailers need to understand that unlike Europe, the U.S. retail market is low density with nine percent of space within malls and 83 percent spread out across suburban shopping centers and freestanding buildings.
Major retailers generally begin domestic entry in one of the top 13 American markets, but that can be difficult and expensive, and it’s not always instructive or representative of the broader market. The top eight markets only make up 33 percent of United States retail space; there is an additional 12.8 billion square feet of space spread across 137 markets. “Effective retail expansion is all about understanding who your customer is, how they spend and where they live,” added Naveen Jaggi, President of Retail Brokerage, JLL. “German grocer Aldi penetrated the U.S. in 1976, in Iowa of all places, but that was where the right consumers were to support it. Now 40 years later, Aldi has 1,400 stores in 32 eastern states and the brand is heading West. Expansion takes time. Retailers can’t expect an overnight boom.”
Unique U.S. Consumer TraitsU.S. shoppers preferences vary widely, and retailers expanding into the market need to understand the unique set of shopping habits and purchasing power. Four emerging key trends in consumer spending include:
“European retailers will find that in the U.S. there is a hunger among landlords to add exciting new concepts to their assets, and non-domestic brands offer just that,” added Michael Hirschfeld, Executive Vice-President, National Retail Tenant Services, JLL. “In the coming year expect to see even more European retailers expand into the U.S., doubling down on the food-based concepts and apparel.”
JLL’s retail business serves as an industry leader in retail real estate services. The firm’s more than 800 dedicated retail experts in the Americas partner with investors and occupiers around the globe to support and shape investment and site selection strategies. Its retail specialists provide independent and expert advice to clients, backed by industry-leading research that delivers maximum value throughout the entire lifecycle of an asset or lease. The firm has more than 130 retail brokerage experts spanning more than 30 major markets, representing more than 680 retail clients. As the largest third party retail property manager in the United States, JLL is currently handling the management, leasing and/or disposition of more than 710 centers, totaling 83 million square feet specializing in regional malls, lifestyle centers, grocery-anchored centers, power centers, central business districts, transportation facilities and mixed-use projects. For more news, videos and research from JLL’s Retail Group, please visit: www.jllretail.com
About JLLJLL (NYSE: JLL) is a professional services and investment management firm offering specialized real estate services to clients seeking increased value by owning, occupying and investing in real estate. A Fortune 500 company with annual fee revenue of $4.7 billion and gross revenue of $5.4 billion, JLL has more than 230 corporate offices, operates in 80 countries and has a global workforce of approximately 58,000. On behalf of its clients, the firm provides management and real estate outsourcing services for a property portfolio of 3.4 billion square feet, or 316 million square meters, and completed $118 billion in sales, acquisitions and finance transactions in 2014. Its investment management business, LaSalle Investment Management, has $57.2 billion of real estate assets under management. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit www.jll.com.
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