PROPERTY MANAGEMENT COMPANY
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history profile the company main references new projects services case history
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awards international events press review clients retailers contacts partners
www.svicom.com
Every day we deal with owners, developers, investors, retailers,
consultants. We constantly provide not only professionalism and experience, but also commitment and passion that are out of the ordinary. Those who know us know...we work harder. FABIo porreCA
we work harder history
Founded by Fabio Porreca in 1996, Svicom is an independent consulting company, leader in Italy in the real estate sector, specialized in retail in general and in shopping centres in particular. Over all these years, Svicom has enjoyed constant growth in terms of organization, skills, turnover, reputation and credibility in a frantically developing market. Thanks to its strong estate and liquid assets, Svicom guarantees safety and stability to all its clients and employees. With more than one hundred centres assessed, managed and leased and a skilled and
motivated team, Svicom is a dynamic and versatile company, perfectly fitted in the real estate scenarios, able to offer constant evidence of the experience acquired and the important results achieved. Svicom ensures a global strategic overview of the projects entrusted from start to finish, in a close cooperation with its clients, with whom it shares objectives and strategies. “Through our highly experienced team, we offer specialized and tailored services to our clients to meet all their specific needs�.
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www.svicom.com
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Fabio Porreca
CEO
profile
Born in 1969 at Fabriano (AN), after classical studies, Fabio Porreca graduates in Business Administration with Honors at the Bocconi University of Milan. Subsequently he obtains the qualification as a chartered accountant. In 1996 he attends a one-year specialization course in Shopping Centre Management at the College of Estate Management at Reading University (UK). Still in 1996, at age 26, he establishes Sviluppo Commerciale after carrying out experience on the field in important shopping centres and national retail companies. In 1997 he opens up the Mongolfiera Shopping Centre in
Foggia as its director, being the youngest shopping centre manager in Italy. In 1998 he leaves that role to concentrate on the management of Sviluppo Commerciale that opens up its second shopping centre. He is a member of the Board of Directors of CNCC, the Italian National Council of Shopping Centres. He is also Vice-president of the Confcommercio (association of main Italian retailers) and a Board Member of the Chamber of Commerce of Foggia. Married since 2002 with a theatre manager, he is the proud father of three wonderful children.
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www.svicom.com
An independent and constantly growing company
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2006 2007 2008 2009 2010 1997 1998 1999 2000 2001 2002 2003 2004 2005
turnover
Day by day Svicom tries to face and win the challenges presented to it; therefore it looks at the future with renewed optimism, the optimism of who believes in their own work and commits harder to achieve the result.
It’s 15 years since we have been an ideal partner, extremely competitive on the economic front and able to develop effectively the projects entrusted to us.
A factory that produces quality services Thanks to a staff of more than 100 qualified professionals, Svicom constantly helps its Clients to optimise the performance of Shopping Centres and Retail Parks entrusted to it, through the best management of the efficiency/quality trade-off.
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
employees
the company
Ours is an organization with a con-
solidated team, characterized by reliable and motivated people strongly identified in the company mission. Continuous updates, complete preparation and company tours abroad allow us to widen our horizons and have a more and more international vision.
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www.svicom.com
An organization oriented to its core business
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1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
projects
Svicom is an important player in the leasing and shopping centres management, in the property management, in the retail real estate industry. With its own clients Svicom shares objectives and strategies always providing all its own professionalism and experience.
As main actors we have contributed to the de-
velopment and success of several important shopping centre projects in Italy and abroad.
the company
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Barimax Shopping Village
My Lodi Shopping Centre
Bari (Italy)
Lodi (Italy)
GLA 21.954
GLA 10.500
Mongolfiera Shopping Centre
Mongolfiera Shopping Centre
GLA 26.723
GLA 31.654
Antica Fornace Shopping Centre
Multifunction Centre Le Torri
Bari Santa Caterina (Italy)
Lucera (Italy)
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Foggia (Italy)
gioia del colle (Italy)
GLA 4.000
GLA 5.000
Mongolfiera Shopping Centre
Aurelia Antica Shopping Center
Barletta (Italy) GLA 17.407
gROSSETO (Italy) GLA 16.000
main references Mongolfiera Shopping Centre
Mongolfiera Shopping Centre
GLA 32.900
GLA 29.920
Bariblu Shopping Centre
Galeria Shopping Centre
GLA 34.000
GLA 5.000
Mongolfiera Shopping Centre
Mongolfiera Shopping Centre
GLA 24.456
GLA 25.600
Gran Shopping Mongolfiera Shopping Centre
Dima Shopping Emilia Levante Shopping Centre
GLA 35.000
GLA 8.100
Meraville Retail Park
San Sisto Retail Park
GLA 46.079
GLA 8.278
Taranto (Italy)
Triggiano (Italy)
Bari Japigia (Italy)
Molfetta (Italy)
bologna (Italy)
Andria (Italy)
Tirana (Albania)
Lecce (Italy)
BOLOGNA (Italy)
S. rocco al porto (Italy)
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new projects Cleopatra Mall
Universo Centre
Varna Towers
Piceno Retail Park
Tzum
Stara Zagora Park Mall
Monopolis Lifestyle Center
Multifunction Centre Lecce
Cairo (Egypt)
Varna (Bulgaria)
Sofia (Bulgaria)
Monopoli (Italy)
Silvi Marina (Italy)
Ascoli Piceno (Italy)
STARA ZAGORA (Bulgaria)
LECCE (Italy)
BEST RETAIL DEVELOPMENT EGYPT
THE ARCHITECTURE AWARD (RETAIL) EGYPT
Cleopatra Mall by Cleopatra Group
Cleopatra Mall by Design International
THE ARCHITECTURE AWARD (RETAIL) ARABIA Cleopatra Mall by Design International
SHAREHOLDING PARTNER OF
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nce / eva lua a in c / t p n i l e o tag em e/ ag
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client
/ marketing / t e ce ch an ry / property st m ove a ec
ista s s la
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tration / legal a inis s si dm ment / cre d i tr
lysis / leasin a n g/ a n a t i o op p in g c e ntr es m sh
services
Consulting Leasing Property management Shopping centres management Pilotage Technical and administrative assistance
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WE HAVE BEEn GIVInG IMPULSE FOR YEARS TO THE PROJECTS OF THOSE WHO RELY On OUR reAL eStAte ConSuLtInG AnD RETAIL SERVICES.
Consulting Svicom carries assessments, analysis and studies on real estate for own clients.
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It joins real estate promoters since the beginning of the project carrying out assessment on technical and administrative feasibility, on risks, analysing the context within which the shopping centre will be placed, the potential reference market and the competition. It supports the big institutional investors in their strategic choices through convenience and opportunity advices that lead to the final choice in the investment.
ASSeSSMentS, AnALYSIS AnD StuDIeS on reAL ESTATE / DUE DILIGenCe FeASIBILItY StuDIeS ConCept OF THE SHOPPInG Centre proJeCt ASSeSSMent OF InVESTIMEnT
FOR EVERY PROJECT WE prepAre AnD IMpLeMent A SERIES OF ACTIVITIES AIMED AT An OPTIMAL LEASInG ACTIVITY.
Leasing services
Svicom follows leasing activity in all its phases: from the feasibility assessment, to the concept and layout analysis, to the identification of merchandising mix on which the growth and development potential of the project depends. It makes the most to guarantee highest profitability to the owners through the selection of reliable and qualified tenants, the negotiation and the signing of contracts, the pilotage activity management and the perfectioning of administrative procedures for the opening of shops.
StuDY AnD AnALYSIS OF THE PROJECT ConCept IDentIFICAtIon OF MERCHAnDISInG MIX LeASInG neGotIAtIon, ContrACtuALISAtIon AnD ACTIVATIOn OF ADMInISTRATIVE proCeDureS
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EXPERIEnCE In THE SECTOR AnD KnOWLEDGE OF PROPERTY AnD FInAnCe proBLeMS enABLe uS to IMpLeMent SuCCeSS StrAteGIeS For QuALIFIeD propertY InVESTMEnTS.
www.svicom.com
Property management
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Svicom follows the life cycle of the shopping centre, ensuring the good trend of the estate asset and planning the expansion and refurbishment projects suitable to guarantee such objective over time. For this purpose it assists the clients landlords, through a team specialised in providing services of property lease management, management of the shopping centre and service charges, credit management and collection, with some five internal lawyers, re-leasing of vacancies, management of relationship with the tenants.
THE PROPERTY MAnAGer IS THE KEY FIGure In our ORGAnIZATIOn. HE HAS THE WHOLE VISIOn OF EVERY MAnAGeD proJeCt AnD IS ABLe TO FInD RIGHT SoLutIonS AnD StrAteGIeS to propoSe TO OWnERS
In EVERY BUILDInG MAnAGED A STAFF OF PROFESSIOnALS WORKS In A COnTInUOUS SYnERGY WITH THE HEAD OFFICE TO GUARAnTEE THE BEST PERFORMAnCE TO THE CEnTRE / RETAIL PARK.
Shopping centre management services
Owners can find in Svicom an expert and reliable partner able to ensure an optimal management of the shopping centre through organised and experienced individuals qualified in management, coordination and control; property management; marketing; transactions and legal procedures; economic and financial administration; reporting and analysis of shopping centre’s and single tenants’ trends. The daily challenge is to find the best balance possible between the employment of resources in the shopping centre development and the need for cost saving strategies.
propertY MAnAGeMent CoorDInAtIon AnD ControL ACTIVITY MArKetInG MAnAGeMent TECHnICAL AnD MAIntenAnCe MAnAGeMent
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WE GUARAnTEE QUALITY, IMAGE AnD SECURITY TO RETAILERS FROM THE BEGInnInG UnTIL THE OPEnInG OF THE SHOPS.
www.svicom.com
Pilotage
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Svicom carries out the technical assistance activity, on behalf of the centre’s owner, supporting the tenants in the opening of shops, both in the startup phase of the centre and also in the case of vacancy re-leasing. Therefore it’s responsible of the coordination of the tenants’ technical needs compatibly with centre reference and specification standards. It therefore ensures the pilotage for the building in respect of the technical and safety specifications of property and all the current regulations, completing the smooth and harmonic implementation of the final fitting of shops.
GuArAntee oF reSpeCt oF TECHnICAL AnD ARCHITECTURAL SpeCIFICAtIonS For THE BUILDInG CoLLeCtIon oF FIttInG proJeCtS REVIEW AnD APPROVAL OF proJeCtS In AGREEMEnT WITH OWnERS TECHnICAL ASSIStAnCe In WORKInG YARD
Technical and administrative assistance
ADMINISTRATIVE ASSISTANCE WITH ISSUE OF RETAIL AUTHORIZATIONS (regulation feasibility, relationships with local administrations, assistance to the promoter’s project managers for the preparation of technical material to enclose, etc.)
services
Through a global vision of the initiative, Svicom is able to generate added value compared with the fragmented management of all the competences necessary to complete a project, facing the specific phases of the intervention organically. In this way, Svicom is able to offer specific and targeted consulting services in the retail business preparatory phase professionally joining constructors, promoters, private and public investors, LOD companies, real estate companies and funds.
ASSESSMENT OF ENVIRONMENTAL, ACOUSTIC, ATMOSPHERIC, GEOLOGICAL IMPACT ASSESSMENT OF SOCIAL ECONOMIC IMPACT, ON ROAD SYSTEM AND TRANSPORT FEASIBILITY STUDIES OF RETAIL REAL ESTATE INTERVENTIONS MARKET AND COMPETITION RESEARCHES GEOMARKETING ANALYSIS
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Cleopatra Mall, promoted and developed by the owner Cleopatra Group (Egypt), aims to become the benchmark centre for shopping and entertainment in Egypt. Located in 6th October City, the largest residential expansion of Cairo, near the Giza Pyramids, this massive center will harmoniously combine architecture inspired by the splendor of the past with the modern design. The innovative project will be the first shopping and entertainment centre open 24 hours a day. It will be inaugurated in 2012 and it will include a 5,000 sq. m. artificial lake that will hold aquatic shows, a luxury area, a five-star hotel, offices, a spa, a nightclub, a cinema complex (with the first 4D in the Country), a daycare centre, a mosque and a wide selection of fine dining restaurants, gastronomy shops and lake-view cafes. The 350,000 sq. m. project is expected to receive eighteen million guests in its first year of operation.
AZIONISTA DI
Property assessment
Concept development
We traveled to Egypt and northAfrica to well assess the local market, analyzing the culture, tastes and needs of the target customers and then we focused on the Cleopatra Mall project development. We have checked several times, through repeated surveys, the potential of the centreís development area on the basis of competition in order to assess the actual opportunity of investment for the real estate property.
After a significant market analysis, we tried to plan the best retail concept for the customers of Cleopatra Mall. This concept was developed in order to create a retail shopping destination, unique among the other retail malls in Egypt. The complete concept was broken up into several focused retail areas, structured to increase the flow of traffic and provide a comprehensive retail environment.
case history consulting and leasing Assessment and analysis of tenant mix
Layout, floors and zones We defined the total project layout with careful identification of merchandising mix, planning heterogeneous areas over more floors. Every single floor presents medium areas, various size units, zones and kiosks in keeping with the merchandise foreseen for each area.
The tenant mix setup is necessarily based on the total retail concept planned for the project and the assessment of placement into the local reference market. We have therefore envisaged a series of property alternatives and options for each single unit planned envisaging presence of international, national or local tenants who will decide to open up directly or through franchising operations.
Leasing and negotiation Defined the merchandising and business plan a complete search starts for international, national and local tenants interested in opening shops in the Cleopatra Mall. Deals are being selected and defined with the best business partners that can ensure the presence of important brands in the shopping centre for the final success of the project leasing.
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www.svicom.com
mall advertising campaigns
shopping centre management
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A charity initiative organized by Andria Mongolfiera Shopping Centre helped to reinforce the shopping centre’s relationship with the region’s shoppers and to raise money for an excellent cause. The shopping centre, one of the longest-serving centres in Svicom’s portfolio, the shopping centre and active for 10 years, decided early in 2010 to consolidate its reputation as an active sponsor of social initiatives in the area. The result was a charity event raising money for St. Hannibal of France Oratory, al-
lowing the religious order to fit a new kitchen for its good works. However, this wasn’t a simple fund-raiser, but a fun event allowing Italian ‘mammas’ to showcase their talents: invited to tell their video recipes, a judging panel picked the best from 400 entries collected not only from the local catchment area, but also from farther cities. The winner was announced on Mothers’ Day.
shopping centre management
Svicom has already reached the hearts and minds of its consumers in some of its centres with some ingenious events. A “guerrilla marketing” initiative in its Gran Shopping Mongolfiera Mall in Molfetta brought in new consumers and created a
buzz on social networks throughout the region. Hundreds of realistic mannequins wearing clothes available in the mall were positioned, one night, everywhere creating a real “event” in the cities. It brought in new shoppers attracted by the clothes on the dummies and curious to find out more about the mall. Moreover, encouraging people to take photos of themselves with the figures, in exchange for a free ice-cream in the shopping centre, another interesting result of this initiative was a wave of
tagged images and a lively Internet presence, with an almost viral effect.
case history
For Mongolfiera Shopping Centre of Lecce, Svicom team thought about an ambient marketing activity to enhance its brands, giving them visibility in occasion of the launch of new collections. the objective was to be noticed thinking of a way that escapes the conventional communication rules. What better location, for a spec-
tacular communication, if not the heart of one of the most beautiful Italian cities and main catchment areas of the mall? Lecce and its people were the elements that gave life to the idea. Therefore a morning in Autumn, the City woke up with seven objects apparently left by a good giant: 7 huge sculptures, representing each a merchandising category (pullover, shoe, perfume, can, little cup, ipod, bag),personalized with the brand of the shopping centre and the brands present in the gallery. An impact way to communicate the retail offer, involving the target to be
protagonist of a tv commercial in a second phase and play rigorously in dialect of Salento! The target answered to the initiative positively taking part in crowds and going back then into the shopping centre to watch themselves again. An activity caried out outside the mall that brought people into the mall, but above all that got itself talked about.
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www.svicom.com
DIFFERENZIAMOCI THE LARGEST MUSSELS PEPPER DISH IN THE WORLD INCONTRI (POCO) SCONTATI MAXXISCULPTURES
ICSC SOLAL MARKETInG AWARDS 2010 finalist with three projects
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ICSC SOLAL MARKETInG AWARDS 2011 finalist with three projects, two of those awarded with the Solal Silver Award
awards
Strategic Marketing for the success of our malls CNCC ITALY AWARDS 2010 Award for the advertising campaign in support of sales “Incontri (poco) scontati” (GRAN SHOPPING MONGOLFIERA MOLFETTA)
CNCC ITALY AWARDS 2009 Award for the project in support of the environment “Differenciamoci”
CNCC ITALY AWARDS 2008 Merit for the launch and the opening of the shopping centre
(MONGOLFIERA SHOPPING CENTRES)
(MONGOLFIERA TARANTO)
Merit for charitable initiative “Yummy mummy!”
Award for the Guinness World Record “The largest mussels pepper dish in the world”
(MONGOLFIERA ANDRIA)
(MONGOLFIERA TARANTO)
Merit for the repositioning campaign “Vivi il Centro da Protagonista” (BARIBLU)
CNCC ITALY AWARDS 2007 Finalist for the social initiative “Facce da Mongolfiera” (MONGOLFIERA BARI SANTA CATERINA AND JAPIGIA)
CNCC ITALY AWARDS 2006 Merit for the social initiative “Festa della Pace” (MONGOLFIERA BARI JAPIGIA)
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international events
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The international market
for retail real estate
i
R epoRt
di
DALLE AZIENDE
I cambiamenti riguarderanno tutta la filiera
D
opo ogni crisi si generano sempre nuovi equilibri. Anche questa volta sarà così. Dopo due anni che hanno messo a dura prova il mercato del retail real estate, si comincia a vedere una ripresa, seppur lenta. Il livello di fiducia degli stakeholder è tornato a crescere e si guarda al futuro con rinnovato ottimismo. Certo, il mercato non è, e non sarà più, quello che ricordiamo prima del 2008, caratterizzato da diversi elementi di distorsione e irrazionalità: prezzi troppo alti, yield troppo bassi rispetto al reale valore del prodotto, situazioni diffuse di over-renting, politiche di sviluppo con logiche di breve periodo. Prevediamo rilevanti cambiamenti che riguarderanno tutta la filiera dei centri commerciali: investitori, società attive nella gestione di beni immobiliari commerciali, promotori, insegne, consulenti. sPECiAliZZAZioNE E PERsoNAliZZAZioNE Nel primo caso (versante “investment”) prevarranno operatori specializzati, più attenti ai fondamentali e alla qualità e orientati al lungo periodo attraverso strategie di asset management non circoscritte a logiche meramente finanziarie. Assisteremo all’espulsione di conduttori (insegne nelle gallerie) inefficienti o marginali, al rafforzamento delle catene e dei negozi più qualificati e affidabili, e all’ingresso nel mercato di nuovi marchi. Saranno premiati i centri nei quali le relazioni tra proprietà e gestione finanziaria del bene, da un lato, e tenants dall’altro, risponderanno a logiche di partnership piuttosto che di contrapposizione. Sarà vincente l’attitudine a ricercare e implementare soluzioni creative e in-
Fabio Porreca Ceo di Sviluppo Commerciale
novative in ogni aspetto dello sviluppo di un progetto: dal concept al master planning, dagli aspetti architettonici fino a quelli più specifici nella vita del centro commerciale come commercializzazione degli spazi, marketing, direzione. Le attività legate alla scelta del tenant mix si fonderanno sempre più su logiche basate su specializzazione, tematizzazione e personalizzazione. Si assisterà allo sviluppo di nuove formule all’interno delle gallerie, formule che già adesso si possono vedere in alcuni centri: dalle luxury zone all’integrazione tra casual dining e fine dining; dalle gourmet e market hall a forme avanzate di strutture destinate all’intrattenimento e al tempo libero. Nei prossimi anni vedremo sempre più progetti a destinazione mista (commercio, uffici e residenziale), recuperi di aree urbane e riqualificazione di edifici storici. Il tutto caratterizzato dalla massima attenzione alla sostenibilità ambientale. Eire 2010 sarà un importante appuntamento per verificare lo stato di salute del mercato.
13 - Maggio 2010
Nel 2009 Sviluppo Commerciale è radicalmente intervenuta sull’organizzazione aziendale, per fronteggiare meglio i cambiamenti in corso. La nuova struttura organizzativa fa perno sulla figura dei property manager, responsabili del progetto e referenti del cliente. A loro supporto vi sono i singoli dipartimenti che svolgono funzioni chiave. In particolare, il Legal e Credit Recovery che può contare, unico caso italiano nel nostro settore, su 5 avvocati interni. È stato poi potenziato in termini di risorse, qualità e produttività anche l’ufficio Leasing. Nata nel 1996 da un’esperienza locale, Sviluppo Commerciale ha approfondito la conoscenza degli shopping centre a livello internazionale: con due centri gestiti e altri due progetti in commercializzazione, Sviluppo Commerciale ha ormai consolidato la sua presenza in Albania. Nel 2009 ha avviato l’attività di leasing e property management di alcuni progetti in Bulgaria attraverso la partnership strategica con il gruppo bulgaro Iris Trade Property Management. Il progetto di maggiore prestigio che sta seguendo a livello internazionale è senz’altro Cleopatra Mall al Cairo: un centro commerciale mixeduse, con oltre 300 unità distribuite su 100.000 mq di Gla. Questo progetto, il più importante sviluppo retail in Nord Africa con un mercato di 18 milioni di abitanti, sarà presentato nella cornice di Eire 2010 insieme a D.I. Leasing, società incaricata della commercializzazione del Mall, che fa parte di Gruppo Design International, e di cui Sviluppo commerciale è azionista e partner strategico. Fabio Porreca
EirE
Urbanistica ❖ Real Estate ❖ Centri Commerciali
© riproduzione riservata
Lo sguardo oltreconfine Dopo ogni crisi si generano nuovi equilibri. Anche questa volta sarà così. Dopo due anni che hanno messo a dura prova il mercato del retail real estate, ora si inizia a vedere una seppur lenta ripartenza. Il livello di fiducia degli stakeholders è tornato a crescere e si guarda al futuro con rinnovato ottimismo. Sul versante dei consultants, il nostro specifico settore, i fattori critici di successo saranno sempre più: la capacità di generare valore aggiunto; l’integrazione tra una reale conoscenza del territorio ed una profonda comprensione delle tendenze del mercato a livello internazionale; l’efficienza in termini di contenimento dei costi di gestione; la specializzazione e l’indipendenza; la capacità di adattamento della propria organizzazione agli specifici bisogni del cliente. Dal canto nostro come Sviluppo Commerciale abbiamo operato nel corso del 2009 una radicale riorganizzazione aziendale, al fine di fronteggiare meglio i cambiamenti in corso ed essere pronti ad esercitare un ruolo da protagonisti nella nuova scena del retail real estate. Abbiamo progettato ed implementato una nuova struttura organizzativa che fa perno sulla figura dei Property Manager, responsabili del progetto e referenti del cliente. A supporto dei PM vi sono i singoli dipartimenti che svolgono funzioni chiave per il conseguimento di performance ottimali. In particolare abbiamo: rafforzato il dipartimento Legal e Credit Recovery che può contare, unico caso nel nostro settore in Italia, su 5 avvocati interni; sviluppato il dipartimento Leasing in termini di risorse, qualità e produttività; puntato molto sul marketing, con risultati oggettivi come dimostrato dai 3 premi nazionali assegnati a Sviluppo Commerciale al CNCC ITALY AWARDS 2009. Sappiamo bene che prevarrà chi saprà
Il Cleopatra Mall – Cairo (Egitto)
allo stesso tempo ricercare ed attrarre nei propri centri nuovi tenants, brands e format di livello internazionale, ma anche selezionare ed inserire la parte più qualificata dell’offerta del mercato locale. Noi di Sviluppo Commerciale facciamo da sempre dell’integrazione tra la presenza dei tenants più qualificati del settore e la migliore espressione dell’offerta del territorio una nostra mission. Nati nel 1996 da un’esperienza locale, abbiamo sin dall’inizio approfondito la conoscenza delle tendenze del mercato dei centri commerciali a livello internazionale. Attualmente siamo nel pieno di un processo di internazionalizzazione che ci vede coinvolti su diversi fronti: con due centri gestiti e altri due progetti in commercializzazione abbiamo ormai consolidato la nostra presenza in Albania. Nel 2009 abbiamo avviato l’attività di leasing e property management di alcuni progetti in Bulgaria attraverso la partnership strategica
con il gruppo bulgaro Iris Trade Property Management. Ma il lavoro di maggiore prestigio che stiamo seguendo a livello internazionale è senz’altro il Cleopatra Mall al Cairo in Egitto: un centro commerciale mixeduse, con oltre 300 unità distribuite su 100.000 mq di GLA. Un progetto innovativo, caratterizzato da un merchandise e tenants mix targettizzato e articolato per aree omogenee e con un fresh food market di 4.000 mq, un’ampia luxury zone, una forte componente di fine dining, leisure e entertainment. Il più importante sviluppo immobiliare in Nord Africa con un bacino di 18 milioni di abitanti. In questo progetto Sviluppo commerciale è shareholder e partner strategico di D.I. Leasing, nella commercializzazione del Mall.
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RE RETAIL - November 2009
RE RETAIL - November 2009
Focus
On
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Sviluppo Commerciale
Active managment is retail’s selling point
Innovation, efficiency and fast reaction times are the key responses of Fabio Porreca, CEO of Sviluppo Commerciale, to the market's requests. Professionalism and competence have become indispensable qualities...
Today, in a tense moment for the market, the most attentive and capable operators are looking for new and more efficient solutions to affront the situation. In the real estate sector, the best response for property management companies surely lies in the active management of their assets, an approach which tries to keep the values of investments high through innovative and efficient strategies which are subject to an attentive and deep analysis of the market for shopping centres, from both a tenant and consumer point of view.
Eyes of Tirana – an imposing building, 85 metres high, with a strong architectural impact destined for retail, bars, restaurants, offices and residential. Its location is exceptional: at the “centre of the centre” of Tirana in Piazza Skanderberg
One company which is making a name for itself in this area is Sviluppo Commerciale, one of Italy’s leading companies in the sector of retail real estate, as Fabio Porreca, CEO of the business, explains in an exclusive interview. Independence, determination and competence are all hallmarks of Sviluppo Commerciale, which has been partnering owners of shopping centres for more than 13 years with its leasing and property management services. A strongly performing business, with a low turnover in terms of personnel, this factor guarantees the company’s retention of the
Monopolis – one of the first and most important Lifestyle Shopping Centre projects in Italy, its a veritable citadel for shopping and free time with a wide-ranging and complete offer (anchor stores, food centres, shops and services, games and entertainment areas and much more) in a wholly innovative format
press review
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REurope Number 70 - November 2010 53
REurope Number 70 - November 2010
ad vertorial Retail / Management and consultancy Established in 1996, SVICOM Sviluppo Commerciale is one of the leading consultancy companies operating in Italy in the real estate industry, specialising in retail in general and in shopping centres in particular. With more than a hundred projects managed and leased over about 15 years of activity, and a skilled and motivated team, CEO Fabio Porreca explains why they are one of Italy’s winners despite the recent downturn, and explains their bold moves abroad with activities in Bulgaria, Albania and Egypt too
Local champions with a global vision
The Cleopatra Mall, Cairo Trying to look for positive outcomes from the global economic downturn has taxed even the finest economists and analysts of late. In Italy, as across the rest of Europe, the fallout has been harsh. Yet despite the irreparable damage suffered by the financial markets, the picture for real estate is quite different. Its cyclical nature means that recovery, no matter how slow, is taking hold; and even more importantly, the companies still standing this side of the crisis are all winners in their own way.
SVICOM Sviluppo Commerciale, the Italianbased shopping centre consultant and manager, is one such business. As CEO Fabio Porreca explains, they haven’t merely survived the downturn, but have emerged fitter than before. “We’re regarding the end of 2010 with wellfounded optimism, the optimism of those who are conscious of having performed well, after exiting from a period of economic weakness in a stronger position than before,” he explains. “In the markets, one can breathe a positive air
again; not an irrational and often unfounded enthusiasm, but a rational confidence in market recovery. For SVICOM Sviluppo Commerciale, 2010 was the year in which we completed our reorganisation; consolidated our presence in the Italian market; and carried out a rebranding which should make our brand clearer and more understandable in a global market. It’s also been the year in which our organisation’s quality has been certified, and in which our plans for internationalisation have
taken a step forward: we have Bulgaria, Albania and Egypt in particular in our sights with the prestigious Cleopatra Mall project.” The shift to a leaner and better business has been achieved in all sorts of ways, as Mr. Porreca reveals. Its been of particular importance to the company to focus on its key stakeholders, from retailers to consumers, to not only cement trust but to keep ahead of the competition. One key element of this strategy has involved a focus on new technology to
achieve better working relationships all round. Mr. Porreca also stresses that fitter doesn’t have to mean smaller. “The most important decision we made during these difficult years was investing rather than cutting. This, of course, was made possible thanks to the economic and financial stability that we enjoy. We have invested in strengthening the organisation through a quantitative and qualitative growth of our human resources through training in specialised courses and study tours; in information technology through the implementation of a new property management software; in quality, through the establishment of a quality department that allowed us to obtain ISO 9001 certification.” Aspects such as a willingness to embrace technology, and an acute awareness of the international language of certification, has helped SVICOM Sviluppo Commerciale complete the move to becoming a major global player this year. Unlike some of their Italian competitors, who have limited themselves to expanding just a few hundred kilometres beyond Italy’s borders, Mr. Porreca and his team have embraced the challenge offered by a handful of key emerging markets in the shape of Bulgaria, Albania and Egypt. This latter territory, where SVICOM Sviluppo Commerciale is leasing the Cleopatra Mall, presents some exciting opportunities for the international team working on the scheme. Owners Cleopatra Group (Egypt) have engaged the talents of architects Design International (UK) for the 350,000 sq m project. Its leasing company, DI Leasing Ltd., is a joint venture held by Design International (UK), SVICOM Sviluppo Commerciale and Multicapital (MA). “Although Italy remains our primary geographic area, we place great emphasis on internationalisation which allows us to grow and above all have a global vision,” Mr. Porreca underlines. “It gives us an access to the best
practices at an international level to take the best of what the market offers, to get to know a larger number of leading players whether they are tenants, developers, consultants. In Egypt, through DI Leasing Ltd - in which we are shareholders, along with Design International we are commercialising the Cleopatra Mall, a shopping centre with more than 100,000 square meters GLA, which has just won two prestigious Arabian Property Awards as Best Retail Development and Best Project Design of the Year.” Cleopatra Mall aims to become the benchmark mixed-used shopping and entertainment site in Egypt with a raft of innovative solutions. Located in 6th October City, the biggest residential growth area in Cairo - near
Galeria ETC, Tirana
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We are the ideal partner that can give impulse to your ideas and projects. We and our costumers are all going to wear the same jersey, we play on the same side. clients ...they have already chosen us to make their projects great:
D’EUGENIO
DEGI
31 BARGHI
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retailers
The “shopping experience� We believe that success will come to those schemes, those retailers and those stores that are capable of helping consumers enjoy the shopping experience - also a lifestyle experience - offering them a break from daily stress in a relaxing, pleasant and exciting environment, involving all the senses. This is the philosophy which our leasing and management style is based on and that characterises our style, giving us a key role in quick market evolution.
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contacts
Fabio porreca Ceo fabio.porreca@svicom.com
Roberto Santucci HEAD OF DEVELOPMEnT roberto.santucci@svicom.com
Rachele Vigilante HEAD OF PROPERTY rachele.vigilante@svicom.com
Corrado Di Paolo HEAD OF LEASInG corrado.dipaolo@svicom.com
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www.svicom.com
SVICOMIRISTRADE PROPERTY MANAGEMENT
partners
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Svicom Quality Management System Every day, Svicom provides quality services to its clients. We are a certified quality organization, Indeed, through our quality department, we are proud to have obtained from IQNet and its partner CISQ the international certification ISO 9001:2008 as quality management system for provision of development, leasing, shopping centre management and property management services in the retail real estate sector.
ISO 9001:2008
www.svicom.com
via Manzoni, 17 20121 Milan tel. +39 02 720 081 26 via Nomentana, 299 00162 Rome tel. +39 06 84 155 41 viale degli Aviatori, 126 71122 Foggia tel. + 39 0881 65 94 11 fax + 39 0881 65 94 90 info@svicom.com
member of ISO 9001:2008
Consiglio Nazionale dei Centri Commerciali