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Commercial Brokerages Expand Services To Include Omnichannel Real Estate Expertise

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.


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