How crucial is the right tenant mix for success in shopping centres? This research delves into the intricate strategies involved in **managing tenant mix**, particularly in newly developed shopping centers aiming to establish a strong market presence. The study emphasizes the importance of a well-curated tenant lineup for achieving financial and marketing success. Factors such as increasing competition, reduced property demand, and scheme design deficiencies contribute significantly to the challenges faced during tenant mix development. Through a detailed case study of tenancy development in a new shopping center, the research exposes the difficulties encountered in the early stages of growth, such as slow growth rates and fluctuations in occupancy levels. The analysis encompasses variations in merchandise mix and explores the implications for center marketing and management. The study's conclusion underscores the critical need for effective management and marketing strategies to optimize **tenant mix** and ensure the long-term success of in-town shopping centers. This research offers valuable insights for developers, managers, and retailers navigating the complexities of retail property development.
Published in the International Journal of Retail & Distribution Management, this paper aligns with the journal's focus on retail strategies and market dynamics. By examining tenant mix, a critical factor in retail success, the paper contributes to the journal's ongoing discussion of best practices in retail management and adds valuable insights into strategic decision-making for new shopping center developments.