01The Challenge
Anna Maria Mazaraki (AMM), a renowned Greek jewelry designer and retail brand, planned its entry into the Romanian market as part of its international expansion strategy. With a strong presence in Greece and Cyprus, AMM aimed to introduce its affordable luxury jewelry concept to Romanian consumers, positioning the brand within high-performing retail destinations that could deliver visibility, footfall, and long-term brand growth.
The challenge was to identify a dominant shopping center able to support a market entry, offering both strong commercial fundamentals and alignment with AMM’s positioning as a premium yet accessible brand. The location needed to provide exposure to a broad and fashion-conscious customer base, while reinforcing the brand’s image through association with a top-tier retail environment.
02The Solution
Our Retail Agency team was appointed for advisory services on the brand’s market entry and store location strategy in Romania. Leveraging deep expertise in retail leasing and an in-depth understanding of consumer and mall dynamics, Cushman & Wakefield Echinox supported AMM in securing its first physical presence on the local market.
The consultancy brokered the transaction for an island-type unit within ParkLake Shopping Center in Bucharest, one of the city’s largest and most established retail destinations, developed by Sonae Sierra.
03The Results
By securing a presence in a high-traffic, top-performing shopping center, AMM successfully introduced its Greek-inspired jewelry collections to a new audience, reinforcing its positioning as an affordable luxury brand designed for everyday wear. The ParkLake store established a solid foundation for future expansion, with plans to open additional locations in some of Bucharest’s largest shopping malls.
This collaboration highlights how strategic retail advisory can support international brands entering new markets. By aligning AMM’s brand identity with a prime retail destination, our team enabled a confident and well-positioned market entry, supporting the brand’s long-term growth ambitions in Romania.
