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19Deutsche EuroShopANNUAL REPORT 2014 CENTER women and the disabled are offered as part of our service at all our shopping centers. Successful together Each of our 19 shopping centers has a unique tenant structure resulting from a long, inten- sive and ongoing process. This process focus- es on identifying the needs of customers and supplementing the range of shops in each city centre. Our goal is always to work with retail- ers in the neighbourhood to make the entire location more attractive so that everyone can benefit from the increased appeal of the city centre as a whole. Our centers often play an active role in the mar- keting and management of each city, both finan- cially and in terms of personnel and creative in- put. We attach great value to fair collaboration and partnerships. Attractive and functional: beautiful on the outside, pleasant on the inside When we design our locations, architecture al- ways has a special impact: specific plot require- ments are just as important as the functional specifications of our tenants. We also have a re- sponsibility to the city and its residents that we are keen to fulfil. This includes integration into the urban landscape, combined with an exterior that meets modern architectural standards. To this end, we work very closely with the local authorities. chairs are available for a small fee, providing a relaxing break from shopping. Environmentally sound: always part of the equation All our German centers have been operating on certified green electricity since 2011. Our foreign properties are in the process of being switched to energy from renewable sources. We also want to continuously reduce the over- all energy consumption of our properties and in so doing to cut CO2 emissions. To achieve this aim, we use ultramodern technologies, such as heat exchangers and LED lighting sys- tems. We constantly seek dialogue with our rental partners aimed at working together to reduce energy consumption in the individual shops. Flexibility as a key factor in our success Retail is driven by constant change. One par- ticular challenge we face as the lessor is to be able to meet the frequently changing require- ments and needs of our tenants. Some tenants significantly expand their retail spaces so they can convert the shop from purely a retail area into a true experience arena. The idea is to give customers more opportuni- ties to take the time to try out and experience the product on site. This also includes more intensive consultations. The role all these fac- tors play is growing steadily, particularly in the age of increasing online shopping. We provide customised solutions to meet the demand for ever more varied spaces. We can offer all tenants the exact floor plan they need to make their concepts a reality in our centers and are also able to respond if a ten- ant wants to make changes to an existing re- tail space later on. Moving the internal walls makes it possible to adapt virtually any retail The results are clear: the outcome is often an architectural gem, where even unique histori- cal buildings can be lovingly integrated into the centre when possible, as is the case, for exam- ple, with the listed former Hameln Kreishaus building, which is now structurally part of the Stadt-Galerie in Hameln. Our shopping centers also need to be im- pressive inside, as the most important thing is that visitors and customers enjoy shopping there and experience the space in a special way. To achieve this, we opt for simple and time- less architecture that makes use of premium materials that often have their origins in the region. Quiet rest areas, lovingly placed plants and fountains invite people to take a moment out to relax, innovative lighting concepts cre- ate the right atmosphere to suit the time of day, and state-of-the-art climate control technol- ogy provides a pleasant “shopping climate” all year round. Everything is designed to make each visi- tor feel comfortable and want to keep coming back. Ongoing modernisation and optimisa- tion ensure that our centers retain their value and remain competitive. It goes without saying that our centers are designed for multi-generational use. Wide malls, escalators and lifts make it is possible to easily explore every corner of the center, even with pushchairs or wheelchairs. Play areas are provided for our smallest visitors. Massage space – to make it bigger or smaller – without major effort or expense. If a tenant wants to make a space smaller, this can, for example, create an opportunity to bring a new concept to the center at this site. It is precisely this factor that distinguishes us from the traditional shopping street which, even today, generally offers only rigid floor plans that have to be accepted the way they are. In some cases, certain retailers wait to en- ter the market in a city until they are offered the right space in a shopping center because their search in the traditional pedestrian zone has proven unsuccessful. The whole of the re- tail sector in the city centre ultimately ben- efits from the resulting addition to the range of shops. C 167 million people: just another year for us Nearly 16 million people live in the catch- ment areas of our shopping centers, more than 13 million of them in Germany. Theoretically, this gives us access to 16% of the German pop- ulation. A location’s catchment area is a major factor for us when it comes to selecting an in- vestment: this is ascertained on an annual basis according to standardised rules for all shopping centers and represents the number of poten- tial customers for the location in question. In 2014 we welcomed a total of around 167 mil- lion visitors to our 19 properties. » We can offer every tenant the exact floor plan they need to make their concepts a reality in our centers – simply by shifting the internal walls. Environment Climate protection is a top priority for Deutsche EuroShop. We firmly believe that sustainability and profitability are not mutually exclusive. Neither are shopping experience and environmental aware- ness. Long-term thinking is part of our strategy, and that includes a commitment to environmental protection. In 2014, all our German shopping centers had contracts with suppliers that use renewable energy sources, such as hydroelectric power, for their electricity needs. The “EnergieVision” organisation certified the green electricity for our centers in Germany with the renowned “ok-power” accreditation in 2014. We also plan to switch our centers in other countries over to green electricity wherever possible within the next few years. The German centers used a total of around 68.1 million kWh of green electricity in 2014. This repre- sented 100% of the electricity requirements in these shopping centers, Based on conservative calculations, this meant a reduction of around 24,080 tonnes in carbon dioxide emissions, which equates to the annual CO2 emissions of around 1,100 two-person households. The use of heat exchangers and energy-saving light bulbs allows us to further reduce energy consumption in our shopping centers. Deutsche EuroShop also supports a diverse range of local and regional activities that take place in our shopping centers in the areas of the environment, society and the economy. REDUCTION IN CO2 EMISSIONS in Tonnes 33,000 30,000 27,000 24,000 21,000 18,000 15,000 12,000 9,000 6,000 3,000 0 2008 2009 2010 2011 2012 2013 2014 Reduction in CO2 emissions