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With 42,000 m² of Leasable Area and Forecast of 300 Stores, New Mall in Praia Grande Starts Construction in 2025 and Should Create Up to 4,000 Jobs After Opening.
The city of Praia Grande, on the coast of São Paulo, will have a new large commercial center. Vilamar Shopping, a project announced by Grupo Mendes, will begin construction in July 2025, with an opening scheduled for September 2027. The new mall will be built on Avenida Presidente Kennedy, one of the main roads in the city, and is expected to generate between 3,000 and 4,000 jobs.
With 42,000 square meters of gross leasable area (GLA), the new mall will surpass Praiamar Shopping, located in Santos, which has 40,000 m² of GLA. According to Grupo Mendes, Vilamar will feature approximately 300 stores, including large retail chains and smaller establishments. Some brands will occupy expanded spaces, combining two or more commercial units.
Direct and Indirect Jobs at the New Mall Should Reach 4,000
The estimate is that the new venture will generate between 3,000 and 4,000 jobs after its opening, combining direct and indirect positions. The information was provided by the president of Grupo Mendes, Paulo Mendes, during an interview with the newspaper A Tribuna. According to him, the city was selected for its economic potential and strategic location on the São Paulo coast.
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The new mall is expected to contribute to the increase in job availability in the region, boosting sectors such as retail, services, logistics, and maintenance. The number of hires is expected to gradually rise during the construction phase and peak close to the public opening date.
New Mall is Considered the Largest in the Region in Leasable Area
With projections to house around 300 operations, Vilamar Shopping will be the largest shopping center in Baixada Santista in terms of leasable area. In addition to the stores, the project also includes dining areas, movie theaters, leisure spaces, and parking.
Information about the confirmed brands in the venture has not yet been released, but Grupo Mendes stated that negotiations are ongoing with national and international chains. The expectation is that the shopping center will attract visitors from various coastal and inland cities in São Paulo.
Location and Infrastructure Strengthen Commercial Potential
The choice of Avenida Presidente Kennedy as the new mall’s address considers the daily traffic flow, proximity to densely populated neighborhoods, and ease of access by public transport. The area also has a concentration of residences, businesses, and schools, which enhances the prospect of consumer traffic.
The project envisions integration with the urban surroundings, with road improvements and adjustments to the city’s mobility system. The expectation is that the venture will be completed in 2027, adhering to the schedule established with municipal authorities.
Expansion of the Retail Sector on the São Paulo Coast
The construction of Vilamar Shopping in Praia Grande follows a trend of expansion in the retail sector in Baixada Santista. With population growth and increased purchasing power in coastal cities, large investment groups are betting on new commercial formats to meet local demand.
Grupo Mendes, responsible for other commercial centers in the region, strengthens its presence with this new project. The company emphasizes that the goal is to provide a modern and comprehensive shopping, leisure, and services alternative for residents and visitors of Praia Grande.
Construction Will Begin Still in 2025
The start of construction is scheduled for July 2025. During the construction phase, the project is also expected to stimulate the construction sector in the city. Contractors, suppliers, and service providers will be hired over the coming years to carry out the various stages of the work.
The construction will be divided into phases, respecting the urban and environmental impact studies required by the relevant authorities. The expectation is that, throughout the process, hundreds of temporary jobs related to the construction and setup of the structure will be generated.
Investment Strengthens Praia Grande’s Role as a Commercial Hub
With the establishment of the new mall, Praia Grande consolidates itself as one of the hubs of economic growth on the south coast of São Paulo. The city, which already attracts tourists year-round, will be able to expand its range of services and commerce for permanent residents and visitors.
According to Grupo Mendes, the decision to invest in the city came after analyzing consumption data, infrastructure, and demographic growth. The company highlighted that Praia Grande has characteristics that favor the success of the venture, such as accessibility, population density, and urban dynamism.
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