Vienna is one of the five most popular targets for international retailers in their expansion drive, in particular for luxury brands. The same holds true for multinationals in the catering trade. Their decision to establish outlets in Vienna is based on the high purchasing power of the population and Vienna´s strong appeal to tourists. Vienna is one of the favourite destinations for Arab and East Asian travellers who are among the highest spenders.
Because of the current retail trend in retailing to tie customers to a brand through multi channel offerings and a focus on new and unique shopping experiences across all distribution channels, high street flagship stores in A locations have gained new importance.
eb Service GmbH is specialised in this mixed use of commercial property in shopping streets which make up 18% of the total of Vienna´s retail area. Retailers increasingly concentrate on so-called A-areas. The most important of which are in Vienna´s Core area (Graben, Kohlmarkt, Tuchlauben, Kärntnerstrasse) where rents range from € 130 to € 400/m², and the Core+ area of the inner city (inner Mariahilfer Strasse, Rotenturmstrasse, Landstrasser Hauptstrasse) where rents are rom € 30 to € 110/m². In the federal regions the most interesting towns are Salzburg, Graz and Linz. In these cities the rental level is in the range of € 100 to € 125/m² in premier locations.
Vienna attracts tourists from all over the world like a magnet and draws in 2/3 of all visitors to Austria´s 9 regional capitals. In total Vienna´s tourism accounted for 13.5 million overnight stays in 2014. With this level of tourist visits Vienna naturally is Austria´s retail capital for international brands and the luxury industry. The top level area for luxury shopping and thus commercial property is the “Golden Quarter” in the 1st district of Vienna at Graben, Kohlmarkt and Tuchlauben. Further A-locations are Kärntner Strasse, Stephansplatz and the inner Mariahilfer Strasse.
Mozart´s home town Salzburg, which is second only to Vienna, is one of Austria´s most popular tourist destinations. According to Austria´s statistics office Salzburg had 2,6 million overnight stays in 2014. Salzburg´s A locations are the most attractive for luxury brands and are concentrated at Getreidegasse, Alter Markt, Kranzlmarkt and Rathausplatz. B-locations are Griesgasse, the area of Festspielhaus (the concert district), Mozart Square and the area of Linzergasse on the Northern banks of river Salzach.