GALLERY – Ülemiste Centre is transforming. Visitors are increasingly seeking emotions in their shopping experience

This year, Ülemiste Centre is undergoing one of the largest store renewals since its 2019 expansion. This autumn alone, four stores are being renovated, two new entertainment services are being added, and one new brand is entering the market.

According to the latest Emor Tallinn Shopping Centres Survey 2025, Ülemiste Centre has remained the most preferred shopping destination among residents of Tallinn and Harju County for more than ten years across nearly all product categories – including fashion, electronics, home goods, and sporting equipment. Moreover, Ülemiste is also the most popular place to dine, showing that visitors value the centre’s diversity and the opportunity to combine shopping with a culinary experience.

Although Ülemiste’s position as the region’s most popular shopping destination remains strong, the centre is not resting on its laurels. On the contrary – renovations, new brands, and exclusive concepts are part of the centre’s conscious strategy to offer visitors the best possible experience. “Customers are increasingly valuing their time and want to be able to do several things in one place. This also changes our role as a shopping centre,” said Head of Ülemiste Centre, Guido Pärnits.

The survey results show that consumers prefer centres where they can spend their leisure time in addition to shopping – and Ülemiste’s success proves that this approach works. 

This year alone, Ülemiste has welcomed five new stores and two new service and dining venues. In addition, since the beginning of the year, eight stores have expanded their retail spaces or renewed their concepts. Many of these are unique in Estonia, or even in the entire Baltic region. 

Exclusive concepts as a competitive advantage

Changing expectations toward physical stores and shopping centres are driving retailers to invest in new concepts. According to Pärnits, updates are necessary primarily to maintain customer interest and prevent a long-term decline in sales. 

“Renovations help the brand and the centre’s overall image keep up with the times – they bring freshness and attract customer attention. We have repeatedly seen that after renovation or the opening of a new concept, store visits and sales increase noticeably. In the long term, the main goal is to maintain stable sales and competitiveness,” explained Pärnits.

For example, this year Ülemiste has seen the opening of C&C (formerly iDeal) – Estonia’s only Apple Premium Partner flagship store, the Build-a-Bear Workshop (XS Mänguasjad), where children can create their own plush friends, and the Calvin Klein lifestyle store – a unique concept for the Estonian market. On November 1st, the accessories store DRM-LND will also open its doors.

Juku Toy Centre has also been renewed, adding a dedicated LEGO brand area. Other notable newcomers include S'NOB, offering Scandinavian designer brands, the family jewellery and gift boutique JEWELS & GIFTS by Lara, as well as Pandora and GIVEN with their refreshed boutique-style concepts. 

The beloved children’s clothing brand Polarn O. Pyret has integrated a circular economy model into its Ülemiste store. In March, a second-hand section opened there – a common practice in Scandinavian retail. Customers can now purchase clothing at a lower price or return outgrown items for resale. 

In early October, H&M reopened after a summer-long renovation. The new store represents the brand’s flagship concept – with a redesigned layout and a broader, more distinctive selection. About 30% of the products in this store are available exclusively at Ülemiste, offering Estonian shoppers options not found in other H&M locations. The renewed store reaffirms the continued confidence of international chains in the Estonian market and their readiness to invest in modern, customer-focused concepts.

An interesting economic trend is that more and more stores and services that previously operated as standalone locations are now moving into shopping centres. For example, in September, the much-loved Laste Maailm – Estonia’s oldest children’s clothing chain with an 80-year history – opened a store in Ülemiste.

New entertainment opportunities have also been added: for instance, Trampolino mini bowling has opened, expanding the centre’s offering for families and groups of friends. Soon, a third escape room will open, offering visitors new experiences and even more variety for leisure activities within the centre.

According to Guido Pärnits, this demonstrates that shopping centres are becoming an increasingly important part of growth strategies, and retailers must constantly look for new formats and experiences to keep customers engaged.