Viru Centre's Current CEO Gertti Kogermann Ends Tenure Following the Centre's Major Reconstruction
Gertti Kogermann is stepping down as the executive director of Viru Centre, having led a comprehensive reconstruction of the enterprise and shopping centre, positioning Viru Centre as a modern city center. With this, Viru Centre enters a new development phase, the management of which will be taken over by Enn Parel.
Gertti Kogermann, who has been leading the company for seven years, has decided to end his tenure. His management period has become one of the most strategically important phases in the centre's history, during which the building's comprehensive reconstruction was initiated and completed, and an updated concept was created that will define the centre for the next decade.
According to Gertti Kogermann, the present moment enables a logical transition to a new leader. "When I took up the challenge in 2019, I was inspired by the opportunity to implement a thorough transformation of one of Estonia's most iconic shopping centres. Today, this goal has been achieved – the conceptual change and the centre's reconstruction have been completed, and Viru Centre is in a stronger position than ever before," said Gertti Kogermann.
Kogermann notes that much of his tenure was marked by extensive external changes and global crises. "Nevertheless, during this turbulent period, together with a capable team, we completely renewed and modernized Viru Centre. As a result of the concept update, Viru Centre is today not merely a shopping destination, but a modern city heart – with a novel spatial experience, a carefully curated brand selection, Estonia's first food street, the region's most representative Kaubamaja department store, and the world's best bookstore. Additionally, the completely renovated beauty and wellness floor combines rapid medical services and an extensive selection of beauty services, creating a unique quality standard in the city center."
Kogermann added that the centre's development has not been limited to just the building's interior, and in recent years the focus has been on modernizing the urban space surrounding the centre. "Tammsaare Park and Laikmaa Street have been renovated, and Hämariku Square awaits its turn as the next stage, as well as the side of Estonia Avenue. All these investments strengthen the centre's role as a shaper of contemporary urban environment," said Kogermann.
By now, according to Kogermann, the impact of the renovations is clearly evident in the centre's stable and sustainable growth. "Viru Centre remains Estonia's most visited destination and stands out among larger shopping centres with the most unique brand selection. This is the right moment for a new leader to take office, whose strategy will shape the next development period."
According to Taavi Ojala, chairman of the board of Viru Centre AS, Gertti Kogermann has been the centre's leader during an extraordinarily eventful period. "During this time, a large-scale centre renovation project was implemented, we had to cope with the coronavirus pandemic and its associated restrictions, and the centre's operations were also affected for a long time by extensive road works in Tallinn's city center. Gertti handled all of these challenges admirably, maintaining calm even during the most difficult moments and providing confidence to tenants. We thank Gertti for his dedication and professionalism and wish him success in the future," said Ojala.
Viru Centre's new executive director
The new executive director of Viru Centre will be Enn Parel, who will take office in January of the coming year. Enn Parel is an experienced manager and entrepreneur who has held leading positions at Tallinn Kaubamaja Group. He is a co-founder and chairman of the board of Põhjala Brewery; as executive director, he grew the company from a hobby project into an internationally recognized producer. In recent years, Enn has advised small and medium-sized enterprises on strategic growth and market entry issues.
