First Store by Alexa Vol.II
The retail casting starts a second round
The first staging of the innovative retail competition First Store by Alexa in 2017 was a great success: top-class business concepts were submitted. The winner Holymesh launched its Millennial Store, the first offline influencer store in Germany, in November 2017 and on its opening day alone attracted around 2000 fans to Alexa. The competition itself made waves in the German start-up scene and retail sector: at the end of 2017 First Store by Alexa received the Real Estate Marketing Award, and at the start of 2018 was voted the winner of the European Innovation Award Retail by the German Council of Shopping Centers (GCSC).
First Store Vol. II – Promoting newcomers, with fantastic prizes
The retail competition will now be held for the second time, starting at the end of January 2018: “The inaugural run of First Store was a great experience for us. We learned a lot about newcomers and start-ups, and are now offering all participants a new opportunity to exploit THE retail platform for innovations. Prizes totaling more than 100,000 Euro await the winners,” says Jens Horeis, General Manager of Sonae Sierra, Alexa’s operator. “The real value for the winners is of course priceless: we’re offering retail space right on Alexanderplatz, Berlin’s tourism hotspot. In Alexa, one of the most successful malls in Europe, with over 16 million visitors a year. This is a massive opportunity for successful business.”
About the competition
First Store by Alexa is a one-of-a-kind retail competition, which demands exciting concepts – with exceptional prizes for the three best ideas. The most important prerequisite for participation is that contestants’ bricks-and-mortar retail experience has maximum local character. The application phase for First Store Vol. II starts on January 31 and runs until June 1, 2018 (inclusive).
The winner of First Store Vol. II will win a six-month lease for special rental space in Alexa – at zero cost. The “First Store Cube” of about 215 square feet will be set up in a prominent position in an exclusive space on the second floor, with the festive opening taking place on September 22, 2018. A new addition to First Store Vol. II is a merchandise stand each in Alexa, rent-free for three months, for the two runners-up.
Vision of the initiators
“With First Store Vol.II we want to encourage innovation, and motivate and inspire retail newcomers to venture something new. So that in the end you have a win-win for all: satisfied customers, successful retail business and, last but not least, bustling city centers,” says Volker Noack, Member of the Executive Board at Union Investment Real Estate GmbH and a jury member.
HOLYMESH Store-Opening was a huge success!
On Saturday the 4th of November, HOLYMESH opened their first store at Alexa. An hour before the official shop opening, dozens of fans waited in front of the store.
Trendy YouTuber collections and the HOLYCOLLECTION come to life in the new "Millennial Store" at Alexa. The following partners of HOLYMESH will sell their products in addition to the HOLYCOLLECTION in the store: Herr Bergmann, Concrafter / LUCA, DFelix von der Laden, Izzi, Joyce, Diana zur Löwen, Y-Titty, iBlali, xLaeta, Phil Laude, Bullshit TV und ApeCrime.
Later the day, YouTuber and HOLYMESH partner iBlali visited the store and the following autograph signing session on the Metropolis Court stage attracted some 2,000 fans. Other social influencers will visit the store on a regular basis. This makes the entire store an influencer space and thus the stage for further autograph sessions or live streams.
FIRST STORE WINS AWARD
f.l.t.r: Sebastian Guth (21MEDIA), Ralf Schaffus (UIR), Klaus Striebich (jury-member), Dirk von der Ahé (Sierra Germany)
Picture Falk Heller
First Store by Alexa has won the Real Estate Marketing Award 2017!
This year, the "Real Estate Marketing Award 2017" was again honored as part of the international real estate exhibition Expo Real in Munich.
Winners of the award in the "Trade" category are Union Investment Real Estate / Sonae Sierra / 21 Media, with "First Store by Alexa".
The vision of Sonae Sierra and Union Investment, is to create a lively, colorful and distinctive trading place. Because a modern shopping experience includes diversity and innovation. Therefore 'First Store' is to offer innovative business ideas a platform for their first shop in the best infrastructure. And this in a top location in the middle of Berlin, in the successful shopping center Alexa at Alexanderplatz, for six months free rent.
Together with 21MEDIA the competition "First Store by Alexa" was conceived and finally carried out by 21MEDIA. This included a communication concept that was designed to attract potential candidates for the competition.
Three new shops at Alexa:
and Mar O`Polo
The ALEXA is looking forward to three new tenants. Intimissimi, Marc O'Polo and the manufacturer of food supplements, BioTechUSA, will be opening their shops center. The shop openings are planned between August and October 2017.
Intimissimi will set up a new branch on the ground floor on approximately 115 square meters (GLA). The Italian label is one of the market leaders for women's and men's underwear in Europe. Since 1986, the product concept developed by the Calzedonia Group has proved to be a great success. The collections are characterized by sensual and elegant lingerie, athletic underwear for men as well as a good price-performance ratio.
On the second floor, BioTechUSA will have a sales area of approximately 72 square meters (GLA). The company from Budapest has been selling high-quality food supplements for sportsmen since 1999 and offers a product variety of more than 600 items. These include, for example, protein powders, digestion products and dietary and vitamin preparations. With 130 franchise stores in Europe and a distribution network covering more than 70 countries, BioTechUSA is one of the largest manufacturers of food supplements.
In autumn, Marc O'Polo will open a branch on the first floor, with a floor space of around 232 square meters (GLA). Founded in 1967 in Stockholm as a small company, Marc O'Polo is now based in Germany and is represented in more than 30 countries. The brand is regarded as the epitome of modern and casual clothing in the premium segment and is based on natural materials. The versatile collections for women, men and children offer not only clothing but also shoes and accessories.
"We are delighted to welcome Intimissimi, Marc O'Polo and BioTechUSA as new tenants at ALEXA," said Oliver Hanna, center manager of ALEXA. "It is important to us, to offer our customers a special range of brands, so the Center is optimizing the rental mix on the occasion of the ten-year jubilee.”
The First Store Winner is: HOLYMESH
The winner of The First Store competition - and therefore from November 2017 the operator of its own store in Alexa—is HOLYMESH. The winner won both the public vote, in which nearly 2,000 Alexa customers and Facebook fans participated, and the final jury vote. HOLYMESH a young, online businesses based in Cologne that sells stylish, trendy clothing and accessory collections by German social influencers exclusively in its online shop. Its partners are some of Germany’s most famous and successful YouTubers and social media stars—including Y-Titty and Herr Bergmann.
The Founders & Managing Directors of HOLYMESH, Nadja Bilek and Jasmina Borgard, responded enthusiastically to the news of her competitive success: "We are very happy to be the winner of the First Store competition. Our community has given us very positive feedback about our participation. It’s our first step into bricks-and-mortar retail and a little experiment. But we are sure that Alexa provides us with the best location we could wish for in this step into the offline world.”
FIRST STORE BY ALEXA
On 25 January, the jury met in Berlin to decide on the finalists of the first store contest. The seven-member jury consists of Volker Noack, Managing Director of Union Investment Real Estate; Oliver Hanna, Centre Manager of Alexa; Dirk von der Ahé, Leasing Manager Germany Sonae Sierra; Susanne Risch, CEO of brand eins Wissen; Markus Heckhausen, Founder and CEO of the Berlin cult brand Ampelmann; Jens Peter Klatt, Head of Multichannel at Mister Spex; and Dr. Kai Hudetz, Director of the Institute für Handelsforschung (Institute for Retail Research). They discussed the applications and selected the six most promising concepts for Alexa. ‘We are very happy that our competition consists of such a huge range of creative business ideas that really challenged us on the jury. Alexa’s customers can now look forward to an exciting vote and interesting winners,’ said jury chairman Volker Noack, CEO of Union Investment Real Estate GmbH.
This new Millennial store combines online and offline and is a place where YouTube collections and the HOLYCOLLECTION come alive. The collections take up the fan base trends in terms of cuts, material prints and finishing.
A concept store with the largest selection of liquorice-themed products in the German-speaking world in three categories: food (around 1,000 products, from sweets to spices), non-food (e.g. soaps and creams) and merchandise (T-shirts, caps, etc.)
The Stulle shop, with its distinctive range of brightly coloured and unique design items, a ‘creative island’ for children and a gallery for their paintings, is striking and encourages all comers to participate and get inspired and excited. The materials used (truck tarpaulin and leather) are virtually indestructible and each item is extremely durable and sustainable.
A M•A•C store opened its doors to Alexa visitors for the first time on 15 September.
It offers quality cosmetics for professional make-up artists and consumers. With a large selection of colours for the eyes, lips, and face, true make-up fans can find literally everything their hearts desire. Since the brand’s establishment in Toronto in 1984, M•A•C has enjoyed growing popularity in over 80 countries worldwide. M•A•C doesn’t just excite make-up artists, models, and photographers. It also stands for strong social commitment. For example, all proceeds from the sale of Viva Glam lipstick and lip-gloss are devoted to helping the men, women, and children worldwide who are affected most by HIV and AIDS.
On 27 August 2016, the Berlin city brand AMPELMANN opened its eighth store in Alexa.
Over the past 20 years, the red and green traffic-light man (Ampelmännchen) has developed into a cult icon—everyone knows them! Company founder Markus Heckhausen is using his new cafe and shop in ALEXA to speak directly to Berliners. The complete Berlin KIEZ COLLECTION (“neighbourhood collection”) is sold exclusively in the shop in ALEXA. It consists of 27 unique t-shirt designs: Every neighbourhood has its own logo on the front and representative neighbourhood graphics on the back.
“We’re looking back on two decades of AMPELMANN in Berlin and celebrating our 20th anniversary this summer. It wouldn’t have been possible without the Berliners. Our new shop and cafe are meant just for them and are thus devoted to the Berlin KIEZ COLLECTION—every neighbourhood has its own individual design,” says Markus Heckhausen, CEO and founder of AMPELMANN GmbH.
RETAIL BOWLING 2016
The cry: “Make way for the 2nd German Retail Bowling Championship in Alexa” went out on 14 September for the second time.
The event was a very enjoyable evening with sports, fun, and informal networking and took place once again on Wednesday, 14 September, at Strike Lanes on Alexa’s 3rd floor. In addition to the awards in different categories, there was a new challenge cup for the winning team this year. Even the “Lucky Loser” of the evening got to go home with a gift. The team with the best cheers also went home with a prize.
See you in 2017!
FIRST STORE BY ALEXA
30. June 2016
Be the new story - With this slogan, Alexa supports innovative business ideas and store concepts with an exclusive competition: „First Store by Alexa". This competition is aimed at both, newcomers as well as established national and international brands.
"We hope to see competitors who want to show their dedication and present their personal dreams in the form of new store ideas in Alexa. We don´t want any restrictions on innovative ideas and are totally open to everything new. "Jens Horeis, Head of Property Management, Sierra Germany
You can register for this competition until 30th November 2016th
More informations and the application form can be found at:
Another Top US Brand Joins Fashion Cluster
Calvin Klein is the latest American heavyweight to open at Alexa. Its 66m² first-floor store will offer premium-branded women's and men's underwear.
Center Manager, Oliver Hanna, was delighted to welcome the latest international arrival to the mall. "The exclusive ranges of Calvin Klein Underwear further strengthens our high-end fashion offer."
EUROPEAN STORE PREMIERE!
Mr. Spex, Europe’s biggest online optician, has opened its first ever store at Alexa – Where Else! Their ground floor, 150m² store is the latest example of the growing trend for online to go offline.
Mr. Spex combines all the benefits of e-commerce with the convenience of a real shop: a huge product line, a wide range of brands and glasses by top designers - plus specialist advice from the team of Mr. Spex trained experts.
Center Manager, Oliver Hanna, is proud that Alexa is yet again at the forefront of an exciting retail trend: "When we talk about Multi-Channel, we don't just mean retailers extending their market. The really successful onliners recognise the added-value services a real store can offer the customer.
And as Berlin's top mall, there's no better commercial environment for a successful launch.
B2C FASHION CAMPAIGN LAUNCH
With this innovative campaign, Alexa will regularly update customers on the latest fashion news - and provide tenants with a flexible, new marketing platform.
Thousands turned out for the series of spectacular kick off shows on Alexa’s “Metropolis Court”. The campaign’s centrepiece is the Fashion4Me Arena where shoppers connect interactively with the latest updates on what’s driving the fashion world.
Touch screens and a videowall allow shoppers to access an almost limitless range of style combinations. Two of Germany’s top fashion insiders - Susana Florencio plus presenter and stylist, Adiam – have been recruited as Alexa’s specialist “trend scouts” for the next 12 months. Working closely with the Center’s fashion stores, they’ll track the latest trends and create exciting new styles for shoppers.
And when the mall’s closed? Dedicated web and app channels keep customers bang up to date, 24 hours a day.
ALEXA LAUNCHES B2B CAMPAIGN AT EXPOREAL
A multimedia, global leasing & B2B initiative has been announced by Sonae Sierra’s German Head of Leasing, Dirk von der Ahé. The campaign will be rolled out under the slogan: “Alexa. Alexanderplatz, Berlin. Where Else!”.
Speaking at Germany’s most important retail property event, EXPOREAL, Mr von der Ahé said: “This is an exciting time at Alexa. With more than 16 million shoppers, the Center is without question Berlin’s number one mall. And as we build up to our 10th birthday in 2017 we want to take our message out to an even wider audience.”
The campaign will use a range of tools to publicise the message in Europe and America. Speaking about the first edition of the new Alexa B2B Fashion and Lifestyle magazine Mr von der Ahé said: “This is just one of the exciting new ways in which we shall be introducing Alexa to a wider public. In the weeks and months ahead, I look forward to revealing yet more initiatives.”
RETAIL BOWLING CHALLENGE
Strike! The first ever Retail Bowling Challenge was launched at Alexa’s Strike Lanes in September. The event was staged in the Center’s stylish Bowling Lounge with its unique retro-design. The competition attracted a high quality line-up that included Brand Expansion Managers of Alexa tenants.
It was a night of furious fun as teams competed for the title “Bowling Masters 2015”. The winners? "Art Deco". But there are no losers at Alexa. And teams including Bowling Queen, Lucky Loser, Best Cheerleader and Bowling King all left with prizes. Among everyone who participated there was a unanimous conclusion: bring it on next year!
NEW RETAIL & LEISURE TENANTS
Alexa’s Head of Leasing, Katrin Hesse has announced that O’Neill, Timberland and Leisure brand, Claustrophobia have all recently signed leases at Alexa. “We are delighted to welcome yet more prestige names to Alexa. As we approach our 10th birthday, we now have the opportunity for strategic tenant engineering which will further strengthen our offer to customers.”
O’Neill and Timberland are internationally established brand leaders. The new stores will be located within Alexa’s already impressive “Outdoor Fashion” cluster.
Claustrophobia is an exciting new player in the Leisure market and is currently rolling out venues across Europe and America. The Berlin opening is another first for Alexa – the Russian operator’s first “Escape Room” in Germany. The venue, which is located within the Center’s 3rd floor Leisure cluster is already proving a powerful customer magnet for both Berliners and tourists.