When Atterbury Europe joined forces with MPC Properties in Serbia, it gained a joint portfolio of assets, one of which is Immo Outlet Center in Belgrade.  Asset manager Vlad Valcea gives the lowdown.

How old is Immo Outlet Center, and how does it fit into the surrounding neighbourhood?

Immo Outlet Center was built and developed by MPC Properties in 2006, and in 2015 it became part of the joint portfolio between MPC and Atterbury Europe, alongside the rest of our Serbian assets.

It is located in New Belgrade within a very dense residential neighbourhood. There is a large playground in front of it with the most modern equipment, which has become a favourite meeting place for families with children. Also, there is an outdoor café and restaurant, so it is ideal for weekend family gatherings.

What makes this asset unique and who are the tenants?

Immo Outlet Center was the first and still is the most popular outlet center in Belgrade, offering more than 36 international and domestic brands, including fashion, electronics, food, sports, household, and luxury brands. Convenience, proximity, a strong food anchor and very strong value brands are the reasons for the centre’s success and its unparalleled resilience even during the pandemic years. The outdoor playground is unique for a retail centre given its location within walking distance from a densely populated residential area.

Who shops there – do you target a particular consumer niche? 

As mentioned, it is popular with families, and everyone in the area. Convenience, kids’ entertainment and good value for money is what a lot of people living nearby are constantly looking for.

What is the outlook for the foreseeable future – is there any redevelopment in the pipeline?

The centre went through some major improvements before the pandemic and the recent investment in the outdoor playground was undertaken by us as well. There are no other plans for the immediate future.

Do you have any marketing plans for the rest of the year that can be shared?

We put special focus on children’s workshops, which are offered every first Saturday of the month, and on a Parenting School which we organise once per quarter. Also, during the summer months, we are planning a Summer Fair with sports challenges in cooperation with tenants, and in September we are preparing for a big birthday party.