Auhof Center: Creator Peter Schaider on change and dreams for the future!

Auhof Center: Creator Peter Schaider on change and dreams for the future!

Vienna, the city of greatness, offers a shopping paradise that not only makes consumers' hearts beat faster, but is also an example of determined entrepreneurship. At the center of this success story is the Auhof Center, which is headed by Peter K. Schaider, a true visionary in his field. From his career as a third-generation hairdresser, Schaider created the second largest shopping center in Vienna with a feel for trends and a modern vision.

The Auhof Center opened its doors in 1995 with 20 shops, a fitness studio and a medical center. Today, the shopping El Dorado covers an impressive 60,000 m² of retail space and is home to over 140 shops and around 1,300 employees. This sheer dimension makes the Auhof Center a hotspot for Viennese and tourists alike. The absolute diversity is also reflected in the restaurants: over 20 different culinary offerings invite you to linger. According to Schaider, it is crucial to promote a balanced relationship between catering and retail in order to ensure the long-term success of the shopping center.

Challenges and adjustments

The corona pandemic also presented the Auhof Center with immense challenges. Sudden closures and uncertainty shaped the business situation, and visitor frequency fell by 20-25%. “The empty corridors were very emotionally stressful,” remembers Schaider. But instead of giving up, many companies have found creative solutions such as click and collect, delivery services and take-away to support customers even in difficult times.

A significant improvement in the catering offering and the integration of new Asian concepts are just some of the measures the center has taken to adapt to the changing circumstances. The challenges that arose from a drastic decline in frequencies were addressed proactively: “The catering in the Auhof Center has never caused an increase in infections,” emphasizes Schaider. Despite the setbacks, the tenants remain optimistic; the operators who left a space due to poor quality have already found interested parties to take over.

The future in sight

Another central point in Schaider’s philosophy is the continuous modernization of the Auhof Center. In 2014, around 35 million euros were invested in extensive renovation work and the installation of a 5,300 m² photovoltaic system, which has been ensuring a sustainable energy supply since 2021. “We want to make a positive contribution to the environment and at the same time offer our customers a modern shopping experience,” explains the entrepreneur.

Despite the challenges that shopping center operators generally face, such as rising energy costs and staff shortages, Schaider is optimistic about the future. The market in Vienna is showing emerging trends and, in his opinion, stable development can be expected until 2026.

Overall, the Auhof Center not only reflects the changes in stationary retail, but also stands for the stability of a small but fine family business. Schaider himself has no plans to sell and announces a clear focus on the joy of work rather than short-term profits. “We are here to offer people a place where they can feel comfortable and enjoy themselves,” says the likeable entrepreneur.

While the Auhof Center navigates the phases of uncertainty and continues to grow, it remains a prime example of the innovative power of stationary retail in a rapidly changing world.

You can find more information about the Auhof Center and its commitment in the detailed reports from medianet and Gastro.news. You can also find further analyzes of current developments in the shopping sector in the study by PwC read up.