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Background information:

Eurelia advised the French developer APSYS for itstown centre Regional retail and leisure centreproject as part of an industrial reconversionprogram (involving the conversion of a formertextile factory). Opened in 2006, and havingreceived numerous awards ever since, theManufaktura centre has successfully blended intothe local urban environment and has carved out aplace for itself in a wide trading area (attracting18.7 million visitors in 2008) with almost 300stores.

Objectives: Objective 1: Assess the potential penetration ofthe retail centre and calculate theoretical markets. Objective 2: Identify the target positioning andadded value for the project; identify the variousprogramming scenarios, etc. Objective 3: Identify the optimal mix (medium-size stores, shops, etc) and calculate the expectedturnover levels.

Mission brief & methodology:

The methodology used here involved theemphasis being placed on three themesthroughout the study: a highly original range ofretail facilities, the high quality of the sitesintegration within the town and an innovativepositioning policy. Analyses of the contextual data (demographics,economic data, etc). Division of the catchmentarea into similar consumption "sub-zones". Identification and analysis of the structure of thelocal retail schemes (town centre and suburbs).Inclusion of the impact of future projects. Draftingof a summary map providing a general overview. In-depth assessment of accessibility for the site(existing pedestrian and vehicle access, localinfrastructure projects, etc.). Description of the challenges encountered wherepositioning is concerned. Preparation of detailed planning tables for eachscenario (including a breakdown of the surfaceareas involved, the name and positioning detailsof the targeted store chains, andrecommendations concerning the number of

shops and medium-sized stores, etc)

Client:APSYS

Date:2000

Contact:Mr BANSAY

Study:Site potentialanalysis

MANUFAKTURA - Lodz PolandDefinition of retail mix

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Background information:

Eurelia and its Spanish associate Retail&TradeMarketing advised the developers CAISSE DEDPT/CARREFOUR, and the companyCONSORCIO DE LA ZONA FRANCA in conceivingtheir mixed-used retail and leisure project, locatedin the very heart of the Glories-Barcelona urbandistrict, as part of a requalification program aimedat the conversion of the former Olivetti site.

Opened in 1995, the shopping mall BarcelonaGlories has successfully blended into the localurban environment and now attracts a widecatchment area (i.e. 11.5 million visitors in 2009)with almost 200 stores.

Objectives:

Objective 1: Assess the potential penetration ofthe shopping mall and calculate theoretical markets

Objective 2: : Identify the target positioning andadded value for the project; identify the variousprogramming scenarios.

Objective 3: Identify the best retail mix (medium-size surfaces, smaller shops, floor lay-out) ;calculate the annual turnovers to be expected.

Mission brief & methodology:

The methodology focused on 3 determinant axesfor the study : the sub-division of the catchmentarea into smaller specific markets, an originalretail mix, and an innovative positioning.

Analysis of the contextual data (demographics,economic data, etc). Division of the catchmentarea into adequate consumption "sub-zones".

Inventory and analysis of the existing and futurelocal retail structure (town centre and suburbs).Assessment of impact of the new schemes tocome on the existing offer. Illustrative andsummary mapping.

In-depth assessment of accessibility for the site(existing pedestrian and vehicle access, localinfrastructure projects, etc.).

Description of the challenges encountered wherepositioning is concerned.

Preparation of detailed planning tables for eachscenario (including a breakdown of the surfaceareas involved, the name and positioning detailsof the targeted store chains, andrecommendations concerning the number ofshops and medium-sized stores, etc)

Clients:

Carrefour-CZF-Caisse

de Dpt

Date:

1994

Contacts:

Mr Azcrate, Mr Toboso

Type:Study/Expertise

GLORIES Barcelona, Spain

Market Potential / Retail Mix definition

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Background information:

As part of the development of the new "Flon" town

centre district in Lausanne, LOSINGERCONSTRUCTION (the Swiss subsidiary ofBOUYGUES Construction) is considering including aretail area in the "Miroiterie" building, the futureflagship for the site.

Objectives:

Objective 1: Assess the general and retailpotential of the "Miroiterie" site in the heart of theFlon district.

Objective 2: Assess the constraints and benefitsinvolved in using a totally glazed building (fourstoreys) for retail use. Objective 3: Identify the optimal retail mix andpositioning policy, in keeping with the overallaspects of the combined Flon project (leisure,offices and retail).

Mission brief & methodology:

During the initial phase of the assessment

process, carry out fieldwork in order to: Produce a detailed analysis of the town centreshopping situation in order to identify any possiblecomplimentary aspects and retail niche segments. Carry out an in-depth study into theaccessibility, location and architecture of the"Miroiterie" building. Submit recommendationsconcerning its suitability for retail use. Identify planning priorities and the target storechains.

Create a "presentation book" in order toapproach tenants.

During the second phase, following LOSINGERsapproval of the use of the "Miroiterie" building forretail purposes, Eurelia has been asked tointerview the target store chains in order toassess their level of interest in this project and inthe building itself.

LE FLON - Lausanne SwitzerlandAnalysing the potential of a retail site

Client:LOSINGER

Date :2006

Study:Site potentialanalysis

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Background information:

As part of an assistance mission, Eurelia advised

the owner in all stages of study and strategicplanning.

Objectives:

Objective 1: first phase of the mission consistedin studying the potentialities for a modernshopping center in the Armenian capital.

Objective 2: definition of the best optimizedmerchandising mix.

Objective 3: interviews with local andinternational retailers in order to assess their levelof interest in the project.

Objective 4: constitution of a French team ofexperts (architect, engineering firm, leasing agent,manager) to lead the project.

Mission brief & methodology:

The methodology focused on the local structure of

the Yerevan market through a deep fieldwork(meeting with key retail players in Yerevan) andaccurate data analysis and collection.

The diagnostic provided: economic backgrounddata, analysis of all distribution modes, audit ofexisting retail schemes, identification of the keyfactors of success for the project (positioning,target customers), and definition of a detailedtarget merchandising mix taking into account localfeatures and specificities.

In a second phase, Eurelia measured the projectattractiveness on local and international retailersin order to evaluate theirs needs and expectationsin terms of surface, lease contracts and levels ofrents.

Client:SOGLASIE ARMENIA

Date:2009

Contact:Mr S. Abrahamyan

Study:Site potential analysis

YEREVAN ArmeniaAnalysing the potential of a retail site

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Background information:

Eurelia and its Spanish associate Retail&TradeMarketing advised the developer METROVACESA inconceiving its mixed-used retail and leisure project,as part of a requalification plan of an urban zone inBarcelona.Opened in 2000, La Maquinista has ever sinceimposed itself as a regional scheme of reference onthe agglomeration of Barcelona (i.e. 15 millionvisitors in 2009) with about 200 shops and anextension under process with new openings tocome like the 1st Apple store in Spain, Desigual,Fnac, ...

Objectives:

Objective 1: Assess the potential of attraction ofthe scheme; calculate theoretical markets.

Objective 2: Identify the adequate target

positioning and added value for the project;identify the various programming scenarios.

Objective 3: Identify the best retail mix (medium-size surfaces, smaller shops, floor lay-out) ;calculate the annual turnovers to be expected.

Mission brief & methodology:

The methodology adopted identified 3 axes asdeterminant for the study : the sub-division of thecatchment area into smaller specific markets, ahighly varied and original retail mix, and aninnovative positioning.

Analysis of the contextual data (demographics,economic data, etc). Division of the catchmentarea into adequate consumption "sub-zones".

Inventory and analysis of the existing and futurelocal retail structure (town centre and suburbs).Assessment of impact of the new schemes tocome on the existing offer. Illustrative andsummary mapping.

Diagnosis on the plots accessibility: pedestrianflows, car flows, road projects planned, etc.

Description of the challenges encountered wherepositioning is concerned.

Preparation of detailed planning tables for eachscenario (including a breakdown of the surfaceareas involved, the name and positioning detailsof the targeted retail chains, andrecommendations concerning the number ofshops and medium-sized stores, etc)

Client:

Metrovacesa

Date:

1999-2001

Contact:

Mr Jess Lacasia

Type:Study/Expertise

LA MAQUINISTA Barcelona, Spain

Market Potential Assessment/Retail Mix