Over the last few weeks, he has learnt to memorise every nook and cranny of the maze-like City Concorde in Bertrange and its 70,000 square metres: , 54, took up his post there on 3 June. After a steep learning curve, he remains passionate. “I’m atypical,” he says--atypical perhaps because, on paper, you might have struggled to foresee him taking the helm of such an ocean liner. Lecante spent 16 years with tableware manufacturer RAK Porcelain, where he was most recently marketing director.
“[But] once I’d done my homework, I asked myself what my interests were,” he says. The new job ticks a lot of boxes for him, he realised: “Marketing, customer relations--and let’s not forget the opportunity to work in an area with great products and brands, and the chance to implement a strategic vision for the centre.”
Opening an entertainment centre
The City Concorde turns 50 this year and is turning a new page: the shopping centre opened in May 1974 and has now been undergoing several changes ever since Luxembourg property management company Global Facilities bought out Concorde Gestion, the shopping centre’s operating company in charge of facility management. The entire business is managed by SCI Bram-Concorde.
“The City Concorde has a very strong image among the general public, with a ‘middle to top-range’ positioning,” says Lecante, who took over from Max Koster. “How can we differentiate ourselves from the competition? Our ambition is to make changes while building on what already exists. We want to open up to more segments of the population, including younger people. We need to work hard to give them more reasons to come, whether it’s for shopping or leisure.”
The first concrete step is expected by the end of the year, with the opening of an entertainment centre. Work is underway on level -1, where a 1,300 square metre area will feature a 150-seat restaurant, seven bowling lanes, an indoor pétanque area, billiards tables, table football and other games. “The idea is to fill in the few gaps we have identified in our customer base, and to reach out further afield than just the conurbation,” says Lecante. “I’m following on from the vision and the work undertaken by the owner. But it’s a new period coming--and, having discussed things with the various players, I’d almost say that there was an expectation to head in this direction, lest we become a sleeping beauty.”
Expansion project
With an occupancy rate close to 100% and newly boosted by the business of the E. Leclerc shop, Cora, “the City Concorde is in excellent health,” according to its owner, “as we can see with this investment in the entertainment centre and the plans for the future.” These projects also include a desire to expand. “There are changes underway at municipal level that should allow players like us to consider extensions. If that happens, we’ll be in line with our ‘lifestyle centre’ approach. With retail, of course. We’re currently in the process of signing a number of internationally renowned brands, and what emerges from the discussions we’re having is that we’re in a situation where we’re running out of options to offer. But also--why not?--an even wider range of leisure activities. Anything is possible.” At this stage, no timetable has been put forward.
The last extension dates back to 2018. It required two years of work and led to the arrival of around 20 additional retailers, bringing the total to 100.
Raising the profile
“After a month, you can see in detail just how big a machine a shopping centre like this is, and I can see the commitment of the employees as well as that of the SCI and our tenant partners,” comments Lecante, enchanted by this “world apart” and its “atmosphere.” He concludes by putting on his tried-and-true marketing hat: “We have a lot of great things, but people don’t always know about them. Our ambition is to raise the profile of the City Concorde.”
This article in French.