Choosing a shopping center in the new environment: safety, traffic and profit

To find a profitable shopping mall (SM) or shopping and entertainment center (SEC) in Ukraine in 2025–2026, you need to consider not only classic marketing metrics, but also new security realities and shifts in the country’s economic geography. Below are the key stages and characteristics to focus on.

1. Market conditions and regional specifics

The retail real estate market is recovering unevenly. Understanding regional trends is the first step in making the right choice.

• Kyiv and central regions. The capital is gradually regaining retail activity. In strong shopping malls, the amount of vacant space has decreased and rental rates have increased — in the best locations they are reaching premium-property levels. Shoppers are visiting offline stores more often again, so many retailers are considering expansion or opening new outlets specifically in Kyiv and central cities.

• Western Ukraine. Lviv, Uzhhorod, Ivano-Frankivsk have become economic hubs due to the relocation of businesses and population. There is a shortage of space and rising rates here.

• Frontline areas. In Kharkiv and Kherson, lower rental prices and weaker demand are observed due to security risks.

2. Safety and energy resilience: a critical factor

Under current conditions, a successful shopping mall is a facility that ensures business continuity and visitor safety.

• Generators and autonomy. Make sure the mall has powerful generators that support not only emergency lighting, but also engineering systems and tenants during blackouts. Some malls operate as “Points of Invincibility”. Generators should be placed outdoors, at least 6 meters away from windows.

• Shelter. According to updated building standards, shopping malls must have equipped protective facilities that meet accessibility requirements (ramps, adapted restrooms). A reliable shelter directly affects foot traffic during air-raid alerts.

3. Location and transport accessibility

A store’s success depends by 30% on its location.

• Catchment area. Estimate the number of households within walking distance.

• Transport interchange. The mall should be located at the intersection of traffic flows and have convenient entrances/exits that do not intersect. The best locations are at the start or end of public transport routes.

• Parking. A key indicator of success is parking occupancy at 80–85%. If it is consistently empty, the center is unpopular; if it is overcrowded, it discourages some customers.

4. Tenant mix and “anchors”

A strong tenant mix creates the mall’s “pull”.

• Anchor tenants. Having a large grocery supermarket, a cinema, a children’s entertainment area, and well-known international brands (for example, Inditex, H&M, which have resumed operations) ensures stable foot traffic.

• Neighboring tenants. For your store, it matters who is nearby. Stores in a similar price segment or those that complement each other perform better than isolated outlets. Avoid being next to direct competitors if the market is saturated, but in some niches (for example, a restaurant zone) concentration is an advantage.

5. Foot traffic and premises audit

Do not rely only on the landlord’s data.

• On-site verification. Visit the mall at least twice: on a weekday and on a weekend, morning and evening, to assess real pedestrian flows.

• Position inside the mall. The best spots are near the entrance and on the first floor. Upper floors and dead-end zones have lower foot traffic.

• Technical condition. Assess lighting, ceiling height, corridor width, ventilation, and air conditioning. A comfortable environment keeps shoppers inside longer.

6. Marketing activity and reputation

A successful mall attracts its audience through events and social media.

• Digital presence. Analyze the mall’s pages on Facebook and Instagram. Leaders by follower count and audience growth (for example, Forum Lviv, Ocean Plaza, Respublika Park, Gulliver) usually have higher visitation.

• Management. A professional management company should have a clear marketing strategy, loyalty programs, and control compliance with opening hours by all tenants. High tenant turnover is a warning sign.

7. Legal and financial aspects

• Rent cost. Rates can be fixed or based on turnover. Consider hidden payments: operating expenses, marketing fees, and utilities such as winter heating.

• Contract terms. Pay attention to termination terms (important during wartime), currency rate fixing, and the parties’ liability in case of force majeure (fire, shelling).

A profitable mall in 2026 is a safe facility with a shelter and generators, located in a densely populated area or a transport hub, where anchor tenants generate a steady flow of solvent visitors and the administration actively promotes the mall.