Destination lifestyle center

Accra’s A&C Mall has evolved into a true destination lifestyle node offering a wide variety of shopping, business, and health and fitness products and services.

In 2010 the Broll Property Group was appointed to take over the management of what was then A&C Mall in the East Legon suburb of Accra, with the task of breathing new life into the five-year-old center.

“We started with three objectives: rebranding the six-acre precinct, reviewing and fine-tuning the tenant mix, and increasing foot traffic,” says Moses Luri, Broll Ghana’s head of retail leasing. “I’m pleased to report that we’ve been successful on all fronts.”

Rebranding the center to A&C Square was more than just a name change. It involved adjusting the tenant mix to suit the target market. Retailers such as Vodafone, Exotic Trendz, Koffee Lounge and Clinics were added, and this dramatically improved foot traffic. This increased consumer demand led to other retailers seeking space in the node.

When built, the property was one of the first formal shopping centers in Ghana. At almost 10,000m– with another 5,000munder construction – and offering a desirable tenant mix, A&C Mall is ideally positioned to take advantage of the area’s growing middle-class consumer sector.

“Now that we’ve repositioned A&C Mall, we’re working hard to ensure that every visitor’s experience is a satisfied one,” says Luri. “This includes training the retailers in selling techniques and in how to build long-lasting relationships with their customers. We guide them on how to analyze their businesses and identify who their target markets are, then devise and implement marketing strategies to satisfy their needs. These strategies are then tied to those of A&C Mall so that we’re all working together in a harmonious and coordinated way.”

Broll Ghana is able to benefit from the experience of its South African counterpart, and experts with international expertise were brought in to assist with the turnaround at A&C Mall. Not only is A&C Mall able to make use of Broll’s patented property management software, Broll-Online, but every aspect of the business is minutely examined to ensure compliance with international best practice. Leases are managed to ensure 100% occupation, and external service providers are given key performance indicators to ensure that benchmarked and measurable service delivery standards are met.

“Retail is a tough, uncompromising and increasingly competitive space with little room for trial and error,” says Luri. “Broll Ghana has a proven track record in this field and has in-house expertise and access to specialists with loads of African experience to ensure that when we manage a shopping center, we can add value from day one. A&C Mall has undergone a metamorphosis in the past three years and we’re proud to have had a hand in it.”