Director of Forum Coimbra anticipates new horizons with expansion and app

In the heart of the student city, Forum Coimbra, which celebrated its 18th anniversary, has been much more than just a shopping center. Managed by Multi Portugal, this retail giant has received more than 135 million visitors since its inauguration on April 26, 2006.

João Vaz, the director of Forum Coimbra, shares his vision about this important milestone: “We are in Coimbra, but our impact goes far beyond the city’s borders. We are a regional reference, committed to the economic and social development of our area of ​​influence. Furthermore, we are committed to supporting social solidarity initiatives and promoting sustainability in all of our operations.”

To mark this occasion, the Champion of the Provinces had the opportunity to speak with João Vaz, the man behind the success of Forum Coimbra. In this interview, we will discover more about the challenges faced, the achievements achieved and the future that awaits this icon of commerce in the Central region.

Provincial Champion [CP]: What is Forum Coimbra’s assessment of these 18 years of existence?

João Vaz [JV]: The balance of these 18 years is frankly positive. We reached “coming of age” with a journey that created a new way of shopping and has offered the region new leisure and entertainment options. Forum Coimbra is today seen as a reference point in regional commerce and economy, open to the community and always looking for differentiating experiences to offer its visitors. It innovated the shopping experience and provides efficient services for brands and suppliers.

With a team of almost 1,700 employees and 141 stores, Forum Coimbra is not just a place to shop, it is a true meeting point for the local community.

[CP]: What were the main challenges faced by the Center throughout this period?

[JV]: The biggest and most complex challenge of all was the pandemic. It was a completely new reality for society as a whole and to which we had to respond without knowing for sure what the future would be like following this event. We developed entirely new safety measures, operated under never-before-known restrictions, and dealt with changes in consumption patterns. Adapting to economic crises and new technologies were other challenges, as was the need for “reinvention” in the face of emerging competition. Another challenge, which I would say is permanent, is finding proposals and solutions that are sufficiently attractive both for brands and to retain visitors.

[CP]: How is Forum Coimbra positioned in the Central region in terms of market and relevance?

[JV]: Forum Coimbra, managed by Multi Portugal, received more than 135 million visitors in its 18 years of activity. The largest shopping center in the Centro region is today an important driver of the regional economy, providing almost 1,700 jobs, with 141 stores that include the main brands operating in Portugal in the area of ​​food and non-food retail and restaurants, as well as retail spaces. leisure and entertainment. It was once again distinguished with the Five Star Regions 2024 Award, which proves the consistency of its commitments and the way in which we have great proximity to the entire region.

With a gross leasable area of ​​48,000 square meters, it is the largest shopping center in the Central region. It has 141 stores, spread over three commercial floors, six cinema rooms, a restaurant area with 1,070 seats and 30 restaurants and offers 2,579 free parking spaces.

[CP]: What investments have been made by Forum Coimbra with regard to sustainability?

[JV]: In the field of sustainability, Forum Coimbra currently has ongoing programs to save energy and water and has installed a photovoltaic energy production plant. The concern with sustainability and ESG principles is common to all spaces managed by Multi Portugal and for Forum Coimbra it is a priority. For example, all the events and programs we launch must be carried out with sustainability criteria. The campaign marking 18 years, for example, was designed according to these criteria.

During 2023, Forum Coimbra attracted 8,487,746 visitors throughout the period. This high footfall rate reflects the central position and popularity of the shopping center in the region. Furthermore, the turnover figures for retailers, excluding large anchors such as PRIMARK and CONTINENTE, totaled 150,202,000 euros.

[CP]: What are Forum Coimbra’s objectives and goals for the near future?

[JV]: We are in Coimbra, but today we are a regional reference with a relevant economic and social role. We support local communities and social solidarity institutions and place sustainability as one of our main priorities. One of the main bets is the project to expand the sales surface of the Primark store, which will operate with a total area of ​​around 4,000m2. Another new feature is the investment in Forum Coimbra’s digital presence with the creation of its own app, which will allow for a closer relationship with visitors. We are a commercial space prepared for the future.