LCP Properties has begun the process of structuring its portfolio with the official launch of the M Park brand. As part of the first stage of the rebranding, LCP has selected 20 out of a total of more than 95 of its existing projects in the country for changes. For three of them, previously operating under the Echo name - in Tarnów, Radom and Piotrków Trybunalski - the process has just been completed. The first stage of image changes within the LCP portfolio will last until the end of this year.
Echo Tarnów, Radom and Piotrków Trybunalski - and currently M Park Tarnów, M Park Radom and M Park Piotrków Trybunalski have a total of 55 tenants spread over nearly 60,000 sqm of space. These projects are locally well-known shopping destinations with an established position, located directly at the main traffic artillery of the cities. They joined LCP's portfolio as a result of a purchase ten years ago. The tenant mix of the three new M Parks consists mainly of daily needs brands, including Auchan, Rossmann and Euro RTV AGD, among others, which appear in each of them. The offer is supplemented by DIY or furniture stores, among others.
Along with the name change at M Parks, the plan is to further strengthen the sales offer, tailored to the changing trends and expectations of visiting customers. By building awareness of the new brand, the developer also aims to increase loyalty and further strengthen its presence on the local shopping map, as well as LCP's position in this particular market segment.
"The decision to unify the portfolio is intended not only to improve its management but also to support leasing processes. This is because it is common knowledge that for a brand to be recognizable, it must be repeatable. And our goal is for M Park to take increasingly clear roots in the minds of tenants", commented Magdalena Kowalewska, COO, LCP Properties in Poland. "Over the past years, we have been concerting on the steady expansion of our portfolio, often through the purchase of selected properties. This year we made decisions not only to introduce the M Park brand which is the flagship brand of the M Core investment group, of which LCP is a part, but also Multi Parks - for the logistics part of our business", she added.
