Gaining Confidence and Fulfillment Through New Challenges: My Journey in Retail Services
Cushman & Wakefield (C&W) Retail Services is a dedicated team that works closely with companies and property owners considering new store openings, providing support from site selection and leasing through to long-term strategic planning. In a retail market shaped by rapidly changing conditions and trends, our strength lies in supporting decision-making that aligns not only with immediate needs but also with mid- to long-term business strategies.
Cushman & Wakefield
Retail Services
Associate Director
Yurie Niino
Joining C&W in Search of an Environment Where I Could Use Both Japanese and English
What does retail services involve?
Niino: Retail brokerage involves leasing properties to retail businesses, such as shops and stores. It can broadly be divided into two roles: tenant representation (“tenant rep”) and owner representation (“owner rep”). Tenant reps work with tenants, understanding their needs and preferences while supporting their expansion plans through leasing activities. Owner reps, on the other hand, focus on tenant mix planning during tenant turnover or new developments and lead leasing efforts. I am responsible for tenant representation
Why did you choose C&W?
I was born and raised in Hawaii, and when my parents decided to relocate back to Japan, I began considering career opportunities here. As Hawaii’s economy is largely centered on tourism, there were limited opportunities where I could professionally leverage my language skills. That’s how I came to join C&W, seeking an environment where I could utilize both my Japanese and English.
Real estate transactions involving international clients require not only language proficiency but also the ability to negotiate, coordinate, and understand underlying intentions. I was drawn to the opportunity to connect people across different countries and cultures.
At first, I had very little knowledge of real estate, and each day presented new challenges. However, as I gained experience, I became increasingly fascinated by the depth of the work.
In addition to building real estate expertise, I initially struggled with Japanese business language and terminology. From learning how to use honorific expressions to writing professional emails, I started from the basics. Today, I believe I’ve reached a point where I can fully express and leverage my strengths.
When did you begin to feel a sense of fulfillment in your work?
It has been about 13 years since I joined the company, and in hindsight, I believe that things have changed significantly over the past five years. While I have always approached my responsibilities with commitment, it is only relatively recently—through accumulated experience—that I have begun to feel a genuine sense of fulfillment in the feedback I receive on my decisions and proposals.
At the same time, having spent many years abroad, I have always been confident in my ability to bridge language gaps and understand and convey clients’ intentions. Simply translating words does not fully communicate context or nuance. It is essential to understand differences in culture, laws, and values, accurately interpret what the other party truly wants to express, and find solutions that work for both parties. I believe that this ability is one of my core strengths.
Growing as a Retail Services Professional in a Changing Market
How do you find working at C&W?
As many of our clients are based overseas, we sometimes hold online meetings outside regular business hours due to time differences. We also coordinate property viewings and site tours to align with clients’ visits to Japan, so our schedules tend to be fluid. However, this flexibility also allows us to adjust our working hours accordingly, enabling us to manage our work effectively without feeling overwhelmed.
Could you tell us about a project that stood out to you?
I was responsible for a store that recently opened in Ginza, and it took nine years from the initial consultation to completion and opening. The project originally began as a consultation regarding the renewal of a fixed-term lease. However, due to the age of the building and the owner’s intentions, redevelopment became necessary.
Approximately one to two years before demolition, we accelerated our search for a temporary new location. Fortunately, we were able to secure a newly constructed property and smoothly proceed with the store opening. At the same time, the tenant wished to return to the redeveloped building, which required us to navigate complex negotiations involving lease terms and timelines.
Ultimately, the store reopened in the newly renovated building. Looking back, I feel that I grew alongside this project. At the outset, I relied heavily on support from colleagues, but by the time the store reopened, I had developed the ability to manage the project independently. Although it was a long-term engagement, it remains one of the most memorable projects in my career.
What do you find rewarding about working in retail services?
While retail services represent just one segment of the real estate industry, it is a dynamic field where demand shifts significantly in response to changes in market conditions, consumer trends, and the broader economy. I personally find these changes very exciting, and I hope to continue working in this field for years to come.
For example, I am currently interested in Korean entertainment and pop culture, and in recent years, more Korean companies have been expanding into Japan. Over the past five years, I feel that not only have I grown personally, but external factors such as market trends have also positively influenced my work.
Now that I have taken on a leadership role, I am focused on further developing and strengthening our team. I want people who, like me, may not have a strong background in Japanese or in real estate—or who may not feel confident in their English skills—to know that there are others with similar backgrounds and to see that there are diverse paths to building a career here.
