PRO in Linz-Urfahr reopens after €35 million renovation

Investor and costs of the renovation

The PRO is a traditional department store in the Mühlviertel quarter of the Upper Austrian state capital. With its reopening following the renovation, the building is reconnecting with its former role as a draw for shoppers from Urfahr and the surrounding area. The regular clientele from the greater Linz area is also being specifically targeted.

Before the opening, the PRO's staff were visibly looking forward to seeing the public. In front of the building, they stressed their expectations for the coming days and weeks. „Wir sind gespannt und freuen uns auf die Kunden“, it was said from among the staff.

With the reopening, the location is responding to changed conditions in inner-city retail. Competition from online offerings, changing shopping habits, and the desire for more attractive inner-city locations have put numerous inner-city department stores under pressure in recent years.

Impact on the location

The Rutter Immobilien Group is acting as the owner and investor in the project. The company specializes in retail and commercial properties. With the renovation, the group is pursuing the goal of positioning PRO in the long term as a destination for local supplies and fashion in northern Linz.

In addition to the PRO pharmacy area, which already belonged to the building before the renovation, the offering in the 16 stores was reorganized. According to the information provided, the tenant structure was adapted to current customer behavior.

For Urfahr, the reopening is also relevant in terms of urban development policy. PRO is located on a heavily frequented shopping axis in the district and can be reached on foot from several residential areas. According to observers, a revitalization of the location also has an impact on the adjacent shopping streets.

The reopening on Wednesday evening was designed as a ceremonial kickoff for the upcoming business activity. Customers were able to take a first look at the newly designed spaces. A week-long opening campaign is intended to attract additional visitors from Linz and the Mühlviertel.

The coming weeks will show how the new concept is received on the market. It will be crucial whether the expanded offering structure and the modernized ambiance can win back the former regular clientele and attract new target groups. According to its own statements, the Rutter Immobilien Group has invested in the location on a long-term basis.

Overall, observers assess the reopening as a signal for the Urfahr location. The commitment of a private investor on this scale is seen in the region as an affirmation of inner-city retail. Linked to this is the expectation that PRO will be able to more strongly reclaim its former role as a driver of footfall in the district.