GGP - Retailvisory - The Perfect Spot
The perfect spot
Securing your ideal mall location
Running a successful business is a blend of intuition and strategy. Finding the perfect location is pivotal, especially when zeroing in on the right mall. But how do you determine which mall is the right fit? And within that mall, how do you find the perfect space? With our expertise in managing great properties across the U.S., we've got you covered. Here are a few key factors to consider as you embark on your quest for the ideal mall location.
In today’s retail environment, choosing the right mall and the right space goes far beyond simply “being there.” Consumer expectations have evolved as shoppers prioritize accessibility, convenience, and curated experiences, which means the right location can significantly amplify your brand visibility and sales potential. As you evaluate your options, a thoughtful location strategy can set the stage for strong performance across both your physical and digital channels.
All malls are not created equal
Before diving in, it's crucial to conduct thorough research on the mall you're considering. Whether you're a local retailer exploring different options, an online merchant seeking the best market for your products, or you’re venturing into unfamiliar territory, there are certain non-negotiable factors to consider. 
Maybe your home market has multiple malls, maybe you’re an online retailer trying to figure out where your products could sell best, or maybe you’re looking to expand into an area you’re not familiar with. Look for a vibrant shopping center with minimal vacancies, strong anchor stores, compatible co-tenants, and a competitive edge within your industry. If you're unsure where to begin, feel free to explore our extensive, nationwide portfolio of properties.
Size matters
Malls offer a diverse range of retail spaces to choose from, including carts, kiosks, turnkey pop-ups, inline stores, and other customized opportunities. When considering a unit, it's crucial to assess if the square footage aligns with the demands of your concept. For instance, if you're eyeing a kiosk, ensure it provides a sufficient display area for your product. Likewise, if you're considering a pop-up, confirm if it offers enough storage space for your inventory. In the case of an inline store build-out, make sure you have enough product to fill the space and avoid it appearing empty. Failing to accurately gauge your space requirements can lead to either insufficient room for your business to flourish or an excessively large and lifeless space.
A helpful rule of thumb: choose a space that reflects your current operational capacity, not your future aspirations. Many successful retailers start with a smaller footprint, refine operations, and scale up once they have clearer demand data. This approach keeps costs manageable while helping you learn what formats your customers respond to most.
Location, location, location
Once you’ve decided on what store format and size you’re looking for, you’ll want to be sure that your business is going into a location customers will actually find. High foot traffic, cross-shop, and visibility are some of the main benefits of being at a mall. Visit your potential location at different times and on different days to see that it’s lively and that customers will know your business is there.
As you evaluate specific spaces, consider how customers naturally move through the mall. Are they drawn toward entertainment areas, dining, or major anchors? Spaces near these destinations often benefit from higher cross-shopping and longer dwell times. If you’re an omnichannel retailer, also consider visibility for services like in-store pickup or returns, which can influence customer convenience and repeat business.
Get to know your customer base
A strong location strategy starts with understanding who your customers are and where they shop. Look closely at the demographics of the mall’s trade area and compare it with your ideal customer profile. Are your shoppers families? Teens? Young professionals? Tourists? The more your audience aligns with the mall’s visitor base, the more likely your store is to perform. Pairing this insight with your format, budget, and goals helps you land in a space where your brand can thrive from day one.
All about the $$
Ultimately, your goal is profitability, and a crucial aspect of achieving that lies in securing rent terms and a structure that support your success. It's important to negotiate terms that work in your favor and ensure that your lease proposal or letter of intent is thoughtfully structured to maximize your chances of thriving. We’ve outlined additional helpful tips to consider before signing your lease.
The right mall location does more than give your business a place to operate — it positions you to connect with customers in meaningful ways. When you select a space that supports your goals, reflects your brand, and meets shoppers where they already are, you create a strong foundation for growth. In an era where convenience, discovery, and experience guide shopper behavior, a smart location strategy is one of the most powerful tools you have to build a thriving retail presence.
Let's talk location strategy.
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