Oman’s retail sector is tailoring youth-oriented offers: JLL

RetailME Bureau

Oman’s real estate market continues to be heavily impacted by its young demographic, with retailers, in particular, actively tailoring their offerings to meet the needs and aspirations of the Sultanate’s youth, states real estate advisory firm JLL.

Developers are increasingly modernising Oman’s retail sector to drive footfall and spend as supply is moving towards large malls with unique concepts and diverse leisure and entertainment offerings.  The Mall of Muscat, working with JLL as exclusive leasing agent, showcases an industry move towards entertainment focussed and experience-led retail destinations that target a growing younger population.

“A number of factors are driving Oman’s retail sector; in particular, the opportunities presented by evolved demands of the youth population. That, coupled with growth levers, is expected to boost demand in the long run despite the sector’s performance being challenged,” said Dana Williamson, Head of Retail, Offices and Business Space for MENA at JLL.

Built by Al Jarwani Group, the recently opened Mall of Muscat is a 200,000 sqm shopping centre, home to the Oman Aquarium – reportedly, the largest one in the Middle East. The mall also boasts a snow park, the first of a new generation of real snow and ice indoor amusement parks, as well as go-karting tracks, a diverse retail and F&B mix, among other hospitality focussed experiences.

“In line with the regional move towards more experience-led retail offerings, there is an opportunity for developers to introduce new entertainment concepts and strategies to increase footfall and spend, and to specifically cater to the young target audience in the Sultanate. The newly opened Mall of Muscat showcases a modernised retail mix focussed on enhancing the consumer experience,” Williamson continued.