The term “shopping malls”, previously unknown to most people, is increasingly present in retail-related topics. To get an idea of its popularity, especially in recent years, a study by Kantar Worldpanel showed that a large percentage of Latinos actually shop close to home.
Shopping malls are convenience-focused businesses that bring together a mix of services and foods that meet the needs of consumers who live or work in the surrounding area. They are generally located on a plot of land between 3,000 and 5,000 square metres, and are emerging as an investment option for retailers.
With easier access to parking, security and more flexible opening hours compared to malls, malls have gained strength, especially after the pandemic, as consumer habits change.
The concept of the mall emerged in the United States, with the focus on creating an institution that would meet all the needs of the people who lived or frequented a location. Generally laid out in a strip format, with independent shops and ample parking in front, these developments combine shops and services in one space, providing convenience and accessibility for customers.
“Over time, Brazilian entrepreneurs began to realize that this model applied well to our reality. That was when shopping malls started being built, especially in the state of São Paulo,” explains Marcos Saad, co-founder of MEC Malls, which develops and manages shopping malls throughout Brazil.
Currently, shopping malls are located in both residential areas (home orientation) and commercial areas (work orientation). Aiming to combine the practicality of the neighborhood with the structure of a complete and planned shopping center, the malls offer an individual and personalized experience, primarily blending convenience operations and services such as pharmacy, mini market, pet store, gym, hairdresser and food in general, targeting daily needs.
“Nowadays, we see shopping centers in all regions of Brazil and countless businessmen who come to us to plan a project of this kind on their land. It is truly a region in constant development,” Saad adds.
Based on the “one-stop-shop” concept, the mall is increasingly attracting retailers looking for the best solution to combine street store and mall formats, with a lower occupancy cost.
The 2025 census conducted by the Brazilian Association of Shopping Malls (ABMalls), for example, indicates that the dominant model is the smaller one. 59% of organizations follow this model, while 32% are medium-sized and 27% are large.
The store mix consists mostly of restaurants, followed by gyms, pharmacies, clothing stores, markets, pet stores, cafes, laundromats and beauty salons.
“When we talk about managing these projects, they can be classified as independent, when they do not belong to a network and are managed by a company like ours,” explains Saad.
Installation is an essential part of the success of any project within the world of shopping malls. The anchor stores in traditional malls are those in larger, well-known chains, which attract a larger audience to the project. In shopping malls, in addition, the pharmacy, for example, is also an anchor, because it generates a large flow.
“During our 32 years of experience in the shopping mall market, we have established strong relationships with large retail chains, which allows us to negotiate good contracts for flagship stores in our consulting projects, strengthening the business and increasing the chances of success,” adds Mario Thurler, co-founder of MEC Malls.