Owners of shopping centres are focusing on upgrading existing assets, optimising space, and expanding their offer through retailtainment in order to meet changing customer expectations, according to CBRE’s 2026 Poland Real Estate Market Outlook report. The main catalysts for these changes are rising household wealth and strong competition. In the coming quarters, the retail real estate market is also expected to see further growth of value-oriented concepts, which, in addition to retail parks, are increasingly looking at shopping centres as well.
Customers at the centre of attention
According to the CBRE report, shopping centre owners are taking active steps to reposition their assets, adapt them to customer expectations, strengthen their retail offer, and optimise space. These measures are contributing to very strong performance, reflected in lower vulnerability to competitive pressure and improved operating parameters for shopping centres.
Purchasing power per capita in Warsaw has already exceeded the European average, while Poland’s indicators are rising at a rapid pace. Poland is one of the fastest-growing economies in the European Union, and this, combined with the increasing affluence of Polish consumers, is attracting the attention of international tenants. Around 30 new brands entered the Polish retail market last year alone.
“Growing purchasing power is providing a positive boost to market development, translating into further expansion, particularly of retail parks, but also into the redefinition of shopping centres. We will see further optimisation and strengthening of retail offers, the continued growth of retailtainment, and rising interest from international brands,” says Anna Wysocka, Head of Retail at CBRE.
Retailtainment is gaining popularity
Retailtainment, the concept that combines shopping and entertainment, is set to become increasingly important in the Polish retail market. In the near future, it will become a key component for both owners and retail operators. Investments in retailtainment projects have so far been more prevalent in Western Europe, but a growing number of stores in this part of Europe are already developing event spaces, fitness activities, or café zones within what were previously traditional retail areas.
“We expect further evolution in tenant mixes and stronger activity from owners seeking attractive brands that align with the latest trends and changing customer shopping habits. At the same time, in response to consumers’ price sensitivity, we also expect further development of value concepts, which are interested not only in retail parks but also in shopping centres, creating potential benefits for both sides. Popular value retailers are often very strong footfall generators,” adds Anna Wysocka of CBRE.
The future of retail parks
Retail parks will continue to dominate the structure of new annual retail supply in Poland for at least the next two years. At the same time, following the first major wave of these developments in 2020, the coming years may bring a reassessment among tenants of the profitability of individual locations, which could lead to optimisation measures in the near future. In 2025, retail park transactions accounted for around 55% of the total retail investment volume in Poland, whereas in 2019 their share did not exceed 10%, which demonstrates how attractive the retail park format has become for investors.
“Sustained strong interest in retail parks will continue to shape the market in 2026. At the same time, we will see an increasingly selective approach among developers, investors, and tenants alike. On the other hand, it can be assumed that the group of tenants expanding in retail parks will remain stable, and that tenants will increasingly consider locations in ever smaller urban centres,” says Anna Wysocka of CBRE.
CBRE (Coldwell Banker Richard Ellis) is an international advisory firm operating in the commercial real estate sector, with headquarters in Dallas, USA. Its origins date back to 1906 in San Francisco. Today, CBRE is one of the world’s largest companies providing services in investment advisory, brokerage, property management, and asset valuation.
The company operates in more than 100 countries, serving investors, developers, owners, and tenants of office, retail, warehouse, and industrial properties. CBRE is listed on the New York Stock Exchange (NYSE) and ranks among the leading players in the global commercial real estate market, including in Poland, where it has been active since the 1990s.
