Arena Centar

What Arena Centar does

Arena Centar is the largest shopping destination in Zagreb, Croatia, operated by Arena Center Zagreb d.o.o., a private limited company wholly owned within the NEPI Rockcastle Group (one of the largest retail real estate investment companies in Central and Eastern Europe). Opened in 2010 and located at Ulica Vice Vukova 6, Zagreb, the center comprises 67,260 m² of gross leasable area (GLA) housing 210 retail units, 10 restaurants, 7 coffee bars, a 350-seat Food Court on the second floor, and a CineStar IMAX cinema. It attracts approximately 10 million visitors annually from a catchment area of 1.3 million people and offers 3,000 free parking spaces (including 150 disability-accessible spaces). Anchor and key tenants include Inditex/Zara, H&M, Interspar, LPP brands (Reserved, Cropp, House, Sinsay, Mohito), Peek&Cloppenburg, New Yorker, C&A, Muller, Intersport, Nike, adidas, Notino, Elipso, and Cinestar IMAX.

The company's core technology stack is a shopping center website (arenacentar.hr) paired with the Arena SPOT mobile loyalty application (available on iOS and Android), a digital interactive center map, and an online gift card order portal (poklonkartice.arenacentar.hr). Arena SPOT allows customers to collect points for purchases over €5 at over 200 stores, scan receipts, redeem rewards (YSL, Lancôme, retailer-specific prizes), and participate in QR-based Treasure Hunt gamification. The gift card program offers biodegradable cards in €10-€150 denominations (€700 cash purchase cap, 6-month validity), redeemable at 110+ stores across Arena Centar and the adjacent Arena Park Zagreb retail park.

Arena Centar's primary revenue model is recurring retail lease income from tenants, supplemented by gift card float and transaction economics, parking services, digital marketing and promotional campaigns with tenants, and corporate bulk gift card sales. Distribution is omnichannel: the physical shopping center is the core channel, complemented by the Arena SPOT app, the gift card portal, and an active social media presence (Facebook, Instagram, Pinterest, TikTok, YouTube) plus email newsletter marketing. Customer segments are dual-sided: consumer shoppers (general public, families, tourists, local residents) and B2B tenants (international and local retail, F&B, entertainment brands), with a smaller corporate gift card buyer segment. The center is currently undergoing a 2024 renovation and tenant mix upgrade that has introduced new and relocated flagship stores (GAP, Diesel, BOSS, HUGO, expanded Zara, relocated Nike, new adidas, Notino).

Name

Arena Centar

Legal name

Arena Center Zagreb d.o.o.

Website

https://arenacentar.hr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Arena Centar is a major 67,260 m² shopping center in Zagreb, Croatia, owned by NEPI Rockcastle, housing 210 retail units, 10 restaurants, a cinema, and a food court. It serves 10 million annual visitors from a 1.3 million-person catchment via physical retail, a mobile loyalty app, and gift cards.

Ownership category

akta.pro rank

Product category

Shopping Center Operations

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

Keywords

• Shopping center operations
• Retail property leasing
• Commercial real estate
• Mall management services
• Mixed-use retail

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Infrastructure, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Retail Lease (Tenant Rent): Arena Centar generates primary revenue by leasing retail space to tenants including major brands such as Inditex/Zara, H&M, New Yorker, C&A, Interspar, LPP brands, Peek&Cloppenburg, Muller, and Intersport. The center has 210 retail units and 10 restaurants plus 7 coffee bars.
2. Parking Services: Parking services including 3,000 free parking spaces and 150 disability parking spaces. The parking is managed and subject to traffic law regulations.
3. Gift Card Sales: Sale of gift cards redeemable at over 110 stores within Arena Centar and Arena Park. Denominations from 10 EUR to 150 EUR, with a 700 EUR cash purchase limit.
4. Digital Marketing and Promotional Campaigns: Marketing campaigns, promotional events, and partnerships with tenants for marketing activities within the shopping center.

Pricing tiers

Distribution channels4 records

Marketing channels10 records

Core offering

Arena Centar operates a 67,260 m² shopping center in Zagreb, Croatia, leasing retail space to over 210 stores, 10 restaurants, 7 coffee bars, and a CineStar IMAX cinema, attracting approximately 10 million visitors annually. The company generates primary revenue through tenant rent while providing shoppers free parking for 3,000 vehicles, a mobile loyalty application (Arena SPOT) usable across 200+ stores, and biodegradable gift cards redeemable at 110+ stores within the center and adjacent Arena Park.

Differentiator

Problem solved

Functional benefit

Brands

• Arena SPOT: Mobile loyalty application for shopping center customers that allows collecting points from purchases in over 200 stores, with rewards including discounts and exclusive prizes.

Products and services

• Arena Centar Shopping Center A 67,260 m² shopping center in Zagreb featuring 210 retail units, 10 restaurants, 7 coffee bars, a CineStar IMAX cinema, and a 350-seat Food Court, welcoming approximately 10 million visitors annually. Operated by Arena Center Zagreb d.o.o., a subsidiary of NEPI Rockcastle.
• Arena SPOT Mobile Loyalty Application

Quantifiable outcome

• 10 million annual visitors
• +3 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NE Property BVcoreTechnology or IntegrationNE Property BV (Claude Debussylaan, Amsterdam, Netherlands) owns the Arena Centar website (www.arenacentar.hr) and acts as a joint data controller with Arena Center Zagreb d.o.o. and NEPI Investment Management SRL for marketing purposes under GDPR Article 26. NE Property BV collaborates with CRM solution providers and website development and maintenance service providers as joint partners.
• NEPI Investment Management SRLcoreStrategic or Co-development PartnerNEPI Investment Management SRL (Calea Floreasca 169A, Bucharest, Romania) operates as a joint data controller with Arena Center Zagreb d.o.o. and NE Property BV for the processing of personal data for marketing purposes under GDPR Article 26. Together the entities constitute the 'Joint Controllers' for direct marketing activities.
• Stemi (STEMwave - Škola budućnosti)minorStrategic or Co-development PartnerArena Centar partnered with Stemi on the STEMwave – School of the Future project, enabling students to receive education about mental health and wellbeing. The program focused on developing emotional resilience, stress management, and understanding emotions during adolescence. Arena Centar hosts an interactive installation related to this wellbeing initiative.
• Dječji kreativni centar DOKKICAminorStrategic or Co-development PartnerArena Centar partnered with Dječji kreativni centar DOKKICA on the 'Nature Ambassadors' (Ambasadori prirode) project, which aligns with sustainable development goals. The project promotes nature, environment, and health values in the community, building on DOKKICA's 'Nature Heroes' project.
• NEPI Rockcastle ESG Communication ChannelminorOthersArena Centar participates in NEPI Rockcastle's ESG communication channel accessible via [email protected], through which queries, issues, complaints, or innovative ideas related to environmental, social, or governance (ESG) matters can be addressed.
• NEPI Croatia Management d.o.o.coreOthersNEPI Croatia Management d.o.o. (Ulica Vice Vukova 6, Zagreb) acts as a data processor for Arena Center Zagreb d.o.o., processing personal data collected through Facebook and Messenger communications. Also listed as the property manager of Arena Centar.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Atrium European Real Estate: CEE-focused retail real estate owner/operator with shopping centers in Croatia and neighboring markets; comparable as a regional retail landlord and competitor for tenant leasing decisions.
• NEPI Rockcastle: Parent company and one of the largest retail real estate platforms in CEE; Arena Centar is a flagship within its portfolio, and its sister properties across Romania, Poland, and the Balkans offer direct portfolio-level comparables.
• Unibail-Rodamco-Westfield: Global retail real estate giant operating large flagship destinations; not a direct Croatia competitor but a strategic comparable on best-in-class destination shopping center operations and digital tenant engagement.

Direct peers

• Centar Cvjetni: Boutique-style shopping center in central Zagreb targeting similar fashion and lifestyle shoppers as Arena Centar, with comparable F&B and service tenants though smaller in scale.
• Supernova Zagreb: Indoor shopping center in Zagreb with a comparable tenant mix of fashion, electronics, and F&B; competes head-to-head with Arena Centar for shopper traffic in the Zagreb metropolitan area.
• Klepner: Operator of City Center one shopping centers across Croatia and the wider region; competes with Arena Centar via overlapping tenant brands, formats, and shopper demographics in the Croatian market.
• Avenue Mall Zagreb: Zagreb shopping center competing for the same shopper pool with a comparable mix of fashion anchors, dining, and entertainment; similar positioning as a regional shopping destination.
• Westgate Shopping City: Large shopping center in the Zagreb suburbs competing directly with Arena Centar for the same catchment area, with a similar mix of international fashion anchors, F&B, and entertainment.
• City Center one Zagreb: Croatian shopping center chain (operated by Klepner/Immofinanz) with a Zagreb location positioned in the same retail catchment as Arena Centar, offering comparable international retail and F&B tenants.

Regional players

• Mall of Split: Largest shopping center in Split, Croatia, with comparable size and tenant profile to Arena Centar; serves a different Croatian city but is comparable in format and category mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/arenacentar
• Facebookfacebook.com/arenacentar
• Instagraminstagram.com/arena_centar_
• Pinterestpinterest.com/arenacentarhr
• TikToktiktok.com/@arenacentar
• Xx.com/arenacentar
• LinkedInlinkedin.com/company/arena-centar-zagreb

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arena Centar