Scandinavian retailer JYSK, one of the most active players in the home & deco segment, has leased a unit of approximately 1,000 square metres in Lemon Retail Park, in a transaction where Colliers represented Synergy group, the developer and project’s owner.
The opening of JYSK strengthens the tenant mix of the retail centre in the Pipera – Voluntari area and responds to the strong demand from value-for-money brands for retail park-type formats.
JYSK continues its nationwide expansion with a strategy focused on locations in densely populated communities, where demand for affordable home & deco products is on the rise. The new store in Lemon Retail Park will offer customers a wide range of home goods, furniture, textiles and storage solutions.
“Expansion is part of JYSK’s DNA. Because we want to be close to our customers, our expansion plans in Romania continue. After opening our 150th JYSK store this spring, we are moving forward with our goal of launching 15 new stores annually in Romania. We are pleased to have found a space that fits our store concept in Lemon Retail Park, a modern and accessible retail center, allowing us to be closer to the residents in the area. In our current strategy, Customers’ First Choice for 2026 – 2028, we aim to open more stores in large cities and metropolitan areas, and the new JYSK store in Lemon Retail Park fits perfectly into our plans”, said Cristian Zamfir, Development Manager at JYSK Romania.
“JYSK’s arrival in Lemon Retail Park is an important step in the project’s evolution and responds to the real demand in the Pipera – Voluntari area for diverse and affordable retail options. As the project’s developer, Synergy aims to transform Lemon Retail Park into a local reference point for everyday shopping and convenient retail experiences, and a brand like JYSK contributes significantly to this goal. We will continue to enhance the tenant mix with brands that are relevant to the community”, says Liviu Suvac, Chief Business Officer at Synergy.
Located in the Pipera – Voluntari area, at the intersection of the A3 motorway and Popasului Street, Lemon Retail Park benefits from a strategic position in a high-traffic zone undergoing significant residential development. Opened in November 2022 and covering approximately 9,500 square metres, the retail centre includes shops, services and food & leisure options, serving both residents of northern Bucharest and commuters travelling to and from the Pipera office district.
“Retailers are looking for flexible, efficient spaces that are deeply anchored in the needs of the surrounding community, and Lemon Retail Park responds very well to these criteria. The project benefits from excellent positioning and a value-oriented tenant mix – elements that support both footfall and retailers’ performance. JYSK is a strategic tenant for this type of development due to the high frequency of visits and its consistently strong nationwide results. Alongside Sinsay, Tedi, Mega Image and DM it will significantly increase the attractiveness of this location. We expect interest in such schemes to continue rising, with international brands intensifying their expansion plans in small and medium-sized cities that are not yet adequately covered”, explains Liana Dumitru, Director | Retail Agency at Colliers.
According to Colliers data, many small and medium-sized cities in Romania still have an extremely limited stock of modern retail space. Towns with fewer than 100,000 inhabitants offer, on average, only 70 square metres of modern retail space per 1,000 residents – one of the lowest figures in the region. This gap is stimulating the development of retail parks, a format favoured by “mass market” and “value-for-money” concepts due to efficient operating costs and strong visibility.
Romania currently has over 90 modern retail parks, and ongoing projects indicate an acceleration of expansion into small and medium-sized cities in the coming years. The country’s total stock of modern retail exceeds 4.6 million square metres, more than 60% of which is concentrated in the top 10 cities. Colliers consultants expect this distribution to gradually rebalance as new local, proximity-oriented projects are delivered.
