Sam Fox writes for EG

Mar 23, 2022

'Conversion to a different type of retail can have a significant impact on footfall, but there is a no one-size-fits-all solution'


Department stores were the traditional anchor for retail schemes, and historically were effective at drawing footfall to the centre that other occupiers could benefit from. Given that 83% of department stores have closed in the last five years, and the changing role that remaining stores have within the modern retail landscape, is it safe to say that the role of the department store as an anchor is over? Until now there has been limited understanding of the impact that new occupiers of these spaces have made, however, using Visitor Insights technology, this article assess how new anchors are faring and the impact on shopper behaviour.


Confirming that a re-invigorated retail offer can help drive shoppers to a scheme, independent occupier Bobby & Co is proving that, with the right mix of goods, services and events, department stores still have a role to play. Bobby & Co originally opened in Bournemouth in 1915, with Debenhams taking over their store in 1972. They have now reopened in their original unit and aim to engage the local community by hosting a range of events and activities and focussing on locally sourced products. Although the store has not yet fully reopened, it hosted a range of pop-up shops, workshops and activities over Christmas. As a result, footfall in December was 23% higher than that achieved by Debenhams in 2019, showing what can be achieved through providing a relevant offer to the local demographic.


Complementing this, there are examples of where a different type of retail offer has been successful in drawing additional shoppers. The Range opened in the former Debenhams in Bury in November 2021. Footfall to the unit more than doubled in December compared to 2019. Perhaps unexpectedly, given the different type of retail offer, average dwell time has increased slightly from 44 to 47 minutes and, encouragingly, there is a high degree of crossover with the fashion occupiers within the scheme.


Leisure can also be an effective anchor. One of the highest profile change of use is the former Debenhams at Wandsworth, which is now a multi-activity Gravity venue. When Debenhams was trading, the store attracted footfall of c. 333k per month. Since opening, Gravity has not only attracted more visits (an average of 512k per month), who spend longer within the unit, but also attracted visitors from a broader catchment area. Grosvenor will be hoping for a similar impact following the recent granting of planning for to convert part of the former Debenhams within Liverpool One into an indoor go-karting venue.


Community uses also have a clear role to play in drawing footfall to retail centres. In Great Yarmouth the former Debenhams store now hosts a range of uses including the Primeyarc galley (backed by ‘original projects’, an artist-led charity), a Thai kick boxing academy, pottery classes and art classes. At its peak, Debenhams was attracting c.34,000 visitors a month, and, although footfall has been impacted by Covid restrictions, in August 2021 the unit attracted 19,000 visits, showing the potential for curating a mix of uses that appeals to differing visitor types.


There is no one size fits all solution to repurposing former department stores. As seen in the examples above, a re-invigorated retail offer can be successful in drawing shoppers to a scheme and leisure also has potential to attract a different customer base, but community uses have a very clear role. However, the most successful occupiers will be where there is a deep understanding of the differing requirements of local stakeholders and how best to create an offer that satisfies their needs and wants.

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