(São Paulo, June 12, 2013) GPA Malls & Properties, GPA’s business arm in charge of its real estate assets launches, on June 13, the development Conviva Américas, located on Avenida das Américas, 900, in the district of Barra da Tijuca, in Rio de Janeiro. The Conviva brand launch sets the company’s milestone in the real estate development segment associated with the Neighborhood Mall concept, rendering GPA as a pioneer amongst Brazilian retailers to operate in this real estate mode.
The project’s initial R$ 40 million investment, plus storeowners’ participation, contributes to generating around 800 direct and 1,500 indirect jobs. With an estimated inflow of 6,000 consumers daily, a Pão de Açúcar supermarket store anchors Conviva Américas, along with other major retail chains, such as Centauro, Alô Bebê, Pet Center Marginal and SmartFit gym, as well as 35 satellite stores.
“Conviva is a groundbreaking real estate retail operation, which fills the gap between main street shopping and big commercial centers. The goal is to offer consumers greater convenience, meeting their shopping, service and food needs in a relaxed and uncomplicated atmosphere, promoting coexistence between the people in the neighborhood and the local community.” states Alexandre Vasconcellos, GPA Malls & Properties President. “With this new business segment we are contributing towards generating more inflow to the GPA-located stores and increasing potential return on our real estate assets by means of expanding and strengthening profit of our leasable areas.”, he adds.
Conviva Américas’ store mix has been devised taking into account detailed surveys on the region’s real estate potential, emphasizing the complementarity among products, services and food categories, aiming at establishing a smart multipurpose complex to meet consumers’ needs. “As we belong to GPA, the largest retailer in Brazil and distribution channel in Latin America, we understand storeowners’ needs. Thus, we have built a retailer-to-retailer business model, through which we offer retail space at very competitive costs and with the distinctive feature of high customer inflow already fostered by our store”, he points out.
Conviva Brand
The Conviva brand creation is the resulting project that involved several market analyses, which have identified the Neighborhood Mall concept as an opportunity to fill the gap between main street shopping and big commercial centers. In order to consolidate this format, GPA Malls & Properties went afield to understand consumers’ needs and crafted the Conviva brand, seeking to satisfy the common wish for more practical and uncomplicated shopping areas.
Conviva bears the conceptual pillars of both Convenience and Coexistence, offering a light and relaxed atmosphere where customers may carry out their daily shopping, services and food activities, besides finding special attractions and interaction spaces with the community.
GPA Malls & Properties will continue the expansion of real estate developments bearing the Conviva brand with new launches that will display the same language and quality standards, always in tandem with each region’s real estate vocation.
About Conviva Américas
Conviva Américas is located on Avenida das Américas, 900 – Barra da Tijuca, in Rio de Janeiro, and offers12,540 square meters of Gross Leasable Area overall. The development comprises 5 anchor stores and 40 stores, housed in a two-story building (first floor, basement), besides a Food Court, an events Room, a Service Alley and 660 parking spaces.
