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Bond with “Developers” is vital for national expansion

AEON_MallMajor Japanese “developers” of shopping malls / shopping centers operate a number of popular shopping complexes and always have a handful of upcoming development / redevelopment plans.

Examples of such developers include: MITSUBISHI ESTATEMITSUI FUDOSANSumitomo Realty & DevelopmentNTT Urban DevelopmentAEON MALLToshin DevelopmentHULICMORI BUILDING and MORI TRUSTTokyu Land and other major railway group companies (e.g. JR, Tobu, Seibu, Keio, Odakyu, Keikyu, etc.), and so on.

Today, most shopping complexes of almost all the cities are built around the artificial developments by these developers. Therefore, it is important to build and maintain good relationship with them, in order for the brand to achieve successful and speedy store expansion nationwide. The other way around is also true – if the brand fails to build bond with developers, national expansion becomes, practically speaking, nearly impossible.

However, a new brand should be careful of how to expand business relationships with developers. Hierarchy does exist among them according to the company size or the power of influence. If a new brand opens stores in low-hierarchy facilities first, then the brand might experience negative reactions from those in high-hierarchy. Initially, a new brand should prioritize the business with higher hierarchy developers, and by doing so, the brand can also develop and maintain its high brand image.