Firce Capital, an asset management and real estate investment company with its headquarters in Luxembourg, has signed eight new partnerships at the Belval Plaza Shopping Centre, one of the largest shopping centres in the Grand Duchy (37,150 m²).
Most of the eight new stores will open before the end of 2021. Among them, seven new brands will set up for the first time at Belval Plaza, including three new locations in Luxembourg. The eighth brand, Saturn, has been present since the opening of the shopping centre twelve years ago and has signed for a new long-term lease of 25 years.
Belval Plaza has direct access to the Belval-Université train station, 1,200 free parking spaces and is located in the heart of a rapidly developing district. The shopping centre is expected to increase its attendance from seven million to eight million annual visitors within two years.
Three brands have chosen Belval Plaza for their first establishment in Luxembourg, including American sneaker brand Sidestep, sister brand of the FootLocker group, specialising in the sale of sports shoes and clothing.
Already well established in other European markets, the brand has chosen Belval Plaza to conquer the Luxembourg market. Jean-François Sanchez, Director of Real Estate France and Belux at Sidestep (FootLocker Group), emphasised: “Our arrival at Belval Plaza is an important step in the expansion of our brand across Europe. Due to its location and its attractiveness, the Belval Plaza quickly appeared to us as the ideal place to establish ourselves in Luxembourg. Our new boutique, with a surface area of 262m2, will welcome all sneaker lovers from October 2021. A Foot Locker store should open at Belval Plaza in 2022".
Children and comic book fans can look forward to the arrival on the Luxembourg market of the independent fashion brand Dida Kids (67 m²), aimed at children aged 0 to 12, and of the Slumberland bookstore - BD World (306 m²). This Belgian bookstore brand, which specialised in the sale of comics, manga and figurines, has seen a sharp increase in its sales in Belgium in recent months in the context of COVID-19-related lockdown restrictions.
In addition, Firce Capital has renewed its contract with Saturn for a total term of 25 years. Europe's no. 1 store specialising in consumer electronics and household appliances is reorganising its store over a total revised area of 3,330 m². The brand commented: “We are delighted to have signed this new partnership with Firce Capital. We are convinced of the potential of Belval Plaza to support the change of identity of our brand, as evidenced by the signing of this very long-term agreement. The reconfiguration of our store within Belval Plaza will be accompanied by the launch of a dedicated online sales site in Luxembourg".
Christophe Fournage, Chairman of Firce Capital, added: “We are very proud to renew our partnership with Saturn and to announce the arrival of these seven new brands. These new partnerships further strengthen the attractiveness of the centre. They allow us to offer a complete range of specialised stores, shops, restaurants, cinema, drugstore and daycare for the whole family. Our ambition is to continue this development by offering a plethora of and ever more diversified offer to customers of the centre”.
American brand Claire's (84 m²) and La Boutique du Coiffeur (146 m²) also feature among the new brands at Belval Plaza. Mainly specialising in costume jewellery, Claire's, which targets a young audience, will benefit from a new strategic location near the university and the many schools and colleges located around the shopping centre. La Boutique du Coiffeur, which specialises in professional hairdressing and beauty products for individuals, has chosen the Belval Plaza in order to expand its network in Luxembourg.
Building on its solid growth in Luxembourg, Medi-Market is also continuing to expand with the opening of a new 384 m² parapharmacy at Belval Plaza. The brand already has around 50 pharmacies in Belgium and Luxembourg.
A 409 m² Hello Kids daycare facility will also be opening at the shopping centre. It will take care of young children (aged 3-12) on an ad hoc or occasional basis.