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DES - Online Annual Report 2008

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Strategic choice of location

The total catchment area for our shopping centers is 13.1 million people, 9.8 million of which are in Germany alone. Thus theoretically almost one in every eight German citizens is a potential customer of one of our centers.

For us the crucial factor in choosing a location is not the population of the city but the potential catchment area. This is the estimated number of potential visitors to the shopping center based on the various local offerings. In more rural areas, for example, shoppers are accustomed to a driving time of up to 45 minutes to have access to the wide selection of goods provided by the center. Here our historical data shows that the fashion expertise on display in our shopping centers that is constantly remarked on by our visitors in customer satisfaction surveys plays a decisive role.

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