The Secret to Retail Expansion: Inside the Power of Industry Relationships
We sat down with our partner Patricia Norins, a retail real estate powerhouse with nearly 30 years of experience, to discuss the critical role of industry relationships in securing prime retail locations. As a fourth-generation retailer and industry innovator, Patricia has helped shape the landscape of specialty retail, leasing, and marketing. Join us as she shares her expert insights on how connections open doors, accelerate deals, and drive retail expansion.
In the world of retail real estate, a compelling retail concept, strong financials, and a standout narrative are essential to securing prime retail locations. However, one of the most influential yet often overlooked factors in this process is something far less tangible: relationships.
Why Are Industry Relationships the Key to Securing New Locations?
Industry relationships are the cornerstone of successful leasing, unlocking doors to opportunities that may not be accessible otherwise. These connections establish trust, open lines of communication, and create pathways to new locations in shopping centers.
How Do Relationships With Shopping Center Landlords and Their Teams Impact Your Ability to Access High-Demand Spaces?
The shopping center industry is a close-knit community where trust and reputation hold significant weight. Property owners and leasing teams are far more likely to engage in conversations and ultimately sign deals with companies and people they know and trust. Long-standing relationships built on consistent communication, integrity, and follow-through significantly accelerate the decision-making process.
A strong reputation also travels fast. Being known as a company who delivers results not only strengthens existing relationships but also opens the door to new opportunities. At Blue Butterfly, we've seen firsthand how maintaining a trusted network helps us build on the incredible momentum we've already achieved.
How Do Relationships Impact Access to High-Demand Shopping Center Spaces?
In high-traffic shopping centers, vacancies are rare, and property owners are highly selective about the retailers they welcome into their properties. Without the right relationships, securing these spaces can be incredibly challenging. Our established connections with shopping center landlords and leasing teams give us access to these unique location opportunities. We've consistently helped retailers secure top-tier retail spaces where they had previously been unsuccessful.
Can you Share a Few Success Stories?
At Blue Butterfly, we help our clients secure prime retail locations every day. One client expanded into 23 top-tier shopping centers across the U.S. with our expertise. Another entrusted us with a major national rollout, successfully securing hundreds of locations across leading and mid-size developers. While we have strong relationships with major property owners, we also work closely with mid-size, small, and independently owned malls—ensuring our clients have access to a diverse range of opportunities.
How Do Established Relationships Help in Negotiating Better Lease Terms?
Navigating the various elements of dealmaking — from lease terms to buildout timelines — can be complex. However, when both parties know one another, they’re far more open to finding creative solutions that benefit everyone involved. Whether it’s negotiating flexible lease terms, rent, tenant improvement packages, or navigating through a challenge, strong relationships result in more favorable outcomes for everyone.
What Role Do Networking Events and Industry Conferences Play in Building the Relationships Needed for Real Estate Success?
Industry conferences and networking events are invaluable for building and maintaining relationships, but they’re only part of the equation. Some of the most lasting connections are formed through in-person experiences — whether it’s dining at a unique restaurant, playing a round of golf, or attending a sporting event together.
Social media also plays a pivotal role in strengthening my industry relationships. By staying connected with industry colleagues online, we celebrate professional and personal milestones, share insights, show support and encourage one another. These small but meaningful interactions help foster deeper, longer lasting connections.
What Challenges Do Retailers Face When They Lack the Right Industry Connections, and How Does Blue Butterfly Step in to Bridge the Gap?
Many retailers come to Blue Butterfly feeling frustrated after spending months trying to secure space on their own. They’ve left countless voicemails, sent endless emails, and made little progress.
That’s where Blue Butterfly steps in. First, we help our clients develop a tailored real estate strategy and then we leverage our industry relationships to secure deals that align with their growth objectives. Just recently, a new client told us we accomplished more for them in two weeks than they had achieved on their own over the past six months.
The Bottom Line
In an increasingly competitive retail landscape, relationships are one of the most powerful assets for securing retail space. They foster trust, unlock hidden opportunities, and create collaborative partnerships that drive business growth for both parties.
At Blue Butterfly, we believe that every handshake, every follow-up call, and every shared experience helps pave the way to long-term success. Whether you're a retailer looking to expand or a landlord seeking the perfect tenant, investing in authentic industry connections can make all the difference.
