Successfully Leasing the South’s New “Rodeo Drive” Located Less Than Two Miles From Fortress Simon Properties
As Oliver McMillan began the bell cow leasing phase of its premier The Shops Buckhead Atlanta mixed-use development, the leasing team looked to Alexander Babbage to provide compelling data to demonstrate the power of the surrounding market – especially as compared to locations where key retailers were already open and operating.
Using the proprietary SpendR™ segmentation system, Alexander Babbage ranked all U.S. freestanding and department store locations for Christian Dior based on a 20-minute and 30-minute drive time. The SpendR tool provided household level segmentation based on actual spending ability and spending propensity. This allowed Oliver McMillan’s leasing team to quantify the potential of their site based on an empirical at-a-glance ranking of all existing Dior locations.
Oliver McMillan announced the Dior deal in late 2014 and the 5,000-square-foot two-story boutique is slated to anchor a parcel now under construction along Peachtree Road and Boiling Way.