One of the highlights for ALEXA last year was certainly the publication of the Shopping Center Performance Report in September 2024, in which ALEXA was named the best inner-city center in Germany and ranked 7th overall nationwide, and was also among the top 3 strongest center brands in Germany.
The great success in 2024 is not only reflected in rising visitor numbers and sales, but also in new lettings and contract extensions. A total of 17 vacant retail spaces were let to international brands such as Hugo Boss, Lacoste, Stradivarius, Skechers and Lindt. At the same time, 18 established tenants, including Douglas, Eterna, The North Face, Thalia and Quiksilver, extended their leases. These developments underline the high quality of the Alexanderplatz location in Berlin. As at 31.12.2024, the occupancy rate of the center was 99%.
“The excellent performance of the ALEXA confirms our long-term letting strategy. The consistently high demand from well-known retailers and the excellent visitor numbers underline the special quality of the location in the heart of Berlin,” says Markus Diers, Head of Asset Management Retail at Union Investment.
Regular events with young online brands are a central component of the ALEXA brand strategy. With BRANDSFORYOU, the center implemented its innovative D2C showrooming concept for the fourth time in 2024. More than 300 potential retail partners became aware of ALEXA, which is thus tapping into new target groups and positioning itself as a pioneer for innovative retail concepts.
“We are extremely satisfied and very proud of the development in 2024. We have now fully recovered from the coronavirus phase at ALEXA. Furthermore, innovations such as the largest inner-city Tesla fast-charging hub in our parking garage show that we are successfully picking up on current trends and implementing them profitably in the center,” says Dirk von der Ahé, Head of Leasing Germany at Sonae Sierra.
For 2025, ALEXA is planning to further sharpen its profile as a trend center. The constantly changing market is seen as an opportunity to expand the center’s portfolio with new lifestyle brands and further increase its attractiveness for Berliners and tourists.
