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Commercial Brokerages Expand Services To Include Omnichannel Real Estate Expertise

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Los Angeles-based CBRE just launched a new omnichannel real estate practice. It is the latest in a trend of commercial brokerages providing omnichannel expertise to help retail clients navigate the turbulent waters of e-commerce disruption.

Retailers, retail market, stores, malls, clothes, apparel, hangars

The practice, led by CBRE Americas Leader of Industrial and Logistics Adam Mullen and CBRE Senior Managing Director of Retail Advisory & Transaction Services Brandon Famous, will advise clients on effectively combining their brick-and-mortar portfolios with online distribution and fulfillment.

“Retailers are being forced to re-evaluate how they go to market, balancing their front-end retail real estate with back-end fulfillment networks and their overall digital presence,” Famous said in a statement. “This transformation of modern retail due to e-commerce has made expertise in logistics strategies and supply-chain design a must-have, strategic differentiator for retailers.”

CBRE is not alone. Commercial brokerage Cushman & Wakefield is also ramping up the collaboration between its retail, industrial and supply chain teams to offer expertise on experiential retail, e-commerce and the marriage of online sales with brick-and-mortar retailers’ back-end supply chain.  

“Having these two services work closely together in retail space planning increases the success rate of retailers across the globe, allowing them a more fluid platform to conduct their business and execute sales,” C&W Head of Logistics and Industrial Services John Morris wrote in a recent blog post