Over the years, Groningen retail has undergone a comprehensive metamorphosis. After a period of relative slowness, many new concepts have been introduced together with the establishment of plenty of innovative enterprises. Retail vacancies in the centre are approaching friction vacancy level.
Groningen retail organisations are increasingly endeavouring to influence the centre's hospitality in all its aspects. The retail agenda demonstrates commitment to themes such as child friendliness, accessibility and tourism.
Zwanestraat has been awarded the title of best shopping street in the Netherlands in 2016.