Management company of Alexander Yaroslavsky - DCH, which took control of the shopping center "Caravan" this spring, together with the funds City Group and Apollo, has found a new leader for this network in late April. 35-year-old Daniel Vladov previously headed the Ukrainian representative office of consulting company Jones Lang LaSalle. In his first interview as CEO of the management company networks SEC "Caravan" Vladov spoke about the tasks that the owners have put him, and that the tenant is waiting for the three complexes in Kiev, Dnipropetrovsk and Kharkiv.
Vladov is working in the real estate industry for almost 10 years. He participated in the implementation of projects of shopping centers Sky Mall (Kiev) and King Cross Leopolis (Lviv), as well as in developing the concept of the "Square-Vyrlytsia" (now implemented by “XXI Century”, which has DCH of Alexander Yaroslavsky as one of the shareholders).
- Tell us about the plans for the development of "Caravan."
- The SEC "Caravan" holds strong market positions in the commercial real estate industry. Previous owners have created a quality product. Our key goal is to bring it to a new level, focusing on providing high quality service to tenants.
As for the tactical tasks at this stage we are aimed at the optimization of operations. We are confident that in the near future tenants of the SEC "Caravan" will feel the changes for the better.
- In 2012, the rates have increased by 10%. Will they grow for existing shopping centers in 2013?
- The size of rents depends on market conditions. Now these figures for the SEC "Caravan" are fully "in the market". Therefore, I do not see the prerequisites for the growth of rates.
- What objectives were set to you by the owners of the network?
- The most ambitious. Now we focus on optimizing operations, the criteria of which are: the growth of cash flow, growth stream of visitors, a quality set of tenants, attracting new international brands that were not previously present in the Ukraine and in the SEC "Caravan." In addition, one of the most important tasks is the development of subsequent bursts of existing objects. The result: the achievement of the general objective, namely the creation of a product of institutional quality (a state of the network, where it can be sold at any time at a high cost. - Forbes).
- Will the company renegotiate contracts or change the composition of tenants?
- There will be no revolution, or mass renewal of contracts. Our priority is the highest quality of management, which involves a minimal rotation. Change of tenants will be considered only if it involves an increase in the flow of visitors, and as a result - increase in turnover among tenants and improving the mall in general.
- The "Caravan" in Kiev has two main competitors - Dream Town Mall and Ocean Plaza. So far in the marketing of "Caravan" you competed with the SEC Dream Town with the help of these "shopping nights." How are you going to return the "Caravan" network its lost ground?
- First of all, I would not talk about Ocean Plaza as a competitor. This is different flows, different coverage, different target audience.
And I would not call the position of "Caravan" as lost. The market is evolving and "Caravan" at all stages of the process has proved its compliance with the spirit of the time, as evidenced by a zero vacancy rate, high attendance and relatively high rents. But, of course, there is no limit to perfection. Today, we have a good product, with a great history and great potential. Network ended up in the right hands, that will give it new life and long term. And about marketing strategy I might say, that the concept is still under production, wait a short time of its material embodiment. It will be impossible not to notice.
- How do you interact with the former owners – Andrei Gordienko and Sergei Hripkoviy? They still own hypermarkets "Caravan" and trendy shops "MD groups." Will their price for rent be reviewed? Were those prices as for the whole market or "as for myself"?
- Hypermarkets "Caravan" - one of the main anchors in our mall network, so we interact actively and, most importantly, mutually beneficial. I do not see the feasibility of revision. Rental rates of "MD Group" established on the same basis, for the same price system, as with the other tenants. Business is business.
- What is the situation with the "Caravan" network in Dnipropetrovsk and Kharkiv? What will happen to the rates and tenants?
- We have a single strategy for all network objects. Dnipropetrovsk and Kharkiv SEC are very promising and they show a positive trend. Moreover, in Dnipropetrovsk will soon begin construction of the second stage of the object total area of about 15,000 square meters. It will include a cinema and fashion-gallery.
- Were you put the task of building new shopping centers?
- The priority now is intensive development, that is, a comprehensive restructuring aimed to increase business performance.
forbes.ua
