Vastned - Venues for premium shopping: repositioning the European high street retail property fund.
The former Vastned Group consisted of two entities managed by the same Executive Boards but with separate stockmarket listings for the Office and Industrial building portfolio and for the Retail property portfolio.
Vastned O/I was successfully sold to quoted Dutch competitor NSI which (also with Hill+Knowlton counsel) enabled the Board, under a new CEO, to concentrate 100% on the further implementation and acceleration of the renewed strategy. (announcement Sept. 2011).
In September 2011, Hill+Knowlton Strategies Netherlands worked with European retail property fund Vastned to launch their renewed strategy, whereby the organization sharply focusses on the best retail property in the most popular shopping streets in the bigger cities (high streets) in their key markets Netherlands, France, Belgium, Spain/Portugal and Turkey. Vastned also owns attractive shopping centres and retail warehouses. Its tenants are strong and leading international and national retail brands. The property portfolio has a size of approximately € 2.1 billion.
Hill+Knowlton was responsible for the integrated launch strategy for all stakeholders, including the development of the new corporate story and key messages to go with the sharpened positioning, and acted as lead counsel on the development and implementation of the new Vastned corporate brand and pay off. Hill+Knowlton also worked closely with Vastned Management on the preparation and execution of the Board positioning program and introduction of the new CEO of the company as part of the repositioning of Vastned.
Since the launch of the sharpened strategy, Vastned has firmly established its name among key stakeholders as a European property fund with a clear and distinguishing focus on high street. The renewed strategy has been welcomed by both the investor community as well as tenants and other retail entrepreneurs, all expressing their support for chosen strategic course of Vastned.