New Challenges Are Already Emerging on the Horizon for the Retail Sector
12.20.2023
The retail real estate market in Poland is constantly evolving. Changing consumer expectations, the rise of e-commerce, and the growing need to integrate ESG principles are making the modernization of retail properties not just an option—but a necessity. How to effectively carry out these processes is explained by Anna Pajura, Director of Property Management and Commercialization at IMV Polska.
“Today, there’s no room for stagnation,” begins Anna Pajura. “Changing shopping behaviors, digitalization, and the expansion of e-commerce mean that shopping centres must become more than just places to shop. To remain competitive, a property must offer something customers can’t find online—a space that engages, inspires, and delivers meaningful experiences.”
Industry reports clearly show that around 30% of shopping centres in Poland are now over 20 years old. During that time, not only technology but, above all, customer expectations have changed dramatically. Many centres struggle with outdated infrastructure, which not only fails to meet modern standards but actively deters visitors. On the other hand, a lack of a proper modernization strategy may lead to further value loss and tenant departures.
**Modernization of a retail facility requires more than just a vision**
IMV Polska approaches modernization in a structured manner, basing its activities on the 4RE strategy: renovation, rebranding, re-marketing, and re-commercialization. As Anna Pajura explains, modernizing a property is a process that requires not just a vision, but also a clear plan covering everything—from technical and branding aspects to tenant-mix strategy.
“Modernization always begins with a deep audit—we need to understand what works in a property and what needs to change. It’s not just about updating infrastructure or refreshing interiors, but about building a consistent brand narrative. Customers and tenants need to see that the centre has a clear concept and meets their needs. Modernization is a team effort—it takes the involvement of many parties for the process to succeed.”
**One example of successful modernization: Galeria Rumia**
An excellent example of this approach is Galeria Rumia, managed by IMV Polska for the past three years. As Anna Pajura recalls, at the time of acquisition, the centre faced a range of problems—from high vacancy rates and a mismatched tenant mix to declining visitor numbers.
“Rumia is a city undergoing dynamic development, which offers great opportunities—but it also requires the right approach. First, we had to thoroughly analyze the market and understand which customer groups currently make up, and will make up in the future, the core visitor base. It was essential to adjust the tenant mix to the changing needs of young families, working adults, and also seniors, who have been loyal customers of the centre for years.”
The changes implemented by IMV Polska quickly brought results—within three years, the centre’s occupancy rate increased from 50% to over 90%, and footfall rose by more than 50%. The new tenant offering includes a mix of popular chains, premium brands, and local concepts—such as a partnership with a local bakery and a creative space called “Pomysłownia,” where people of all ages can develop their manual and artistic talents.
Thanks to this approach, Galeria Rumia has become a model example of a convenience-type shopping centre—a place that combines retail, services, and everyday needs in one location.
“Our customers don’t want to waste time commuting to Gdynia or Gdańsk—they prefer to have everything at hand, in a place they know and enjoy returning to. We are a neighbourhood centre where everyday life meets convenience and a local atmosphere,” emphasizes Anna Pajura. “For us, every client is important—from major chains to the smallest family-owned businesses.”
**A theatre in a shopping centre? A bold idea that works**
Another example of this approach is Galeria Rumia’s unique collaboration with MDK Rumia, which led to the creation of Scena Kulturalna—the first permanent theatre in a Polish shopping centre.
“A theatre in a mall seemed like a bold idea at first, but it turned out to be a perfect match. The repertoire attracts a diverse audience, and tickets sell out quickly. This proves that customers expect more from shopping centres than just a place to shop,” says Anna Pajura.
In addition to the theatre, Galeria Rumia regularly hosts cultural events, such as the exhibition celebrating Rumia’s 800th anniversary, which attracted visitors for several months.
“These initiatives help shape the identity of the centre and make it a place people return to not just out of necessity, but for enjoyment,” adds Anna Pajura.
