Growth fuels growth – Ideapark attracts new businesses to Seinäjoki

In just a few years, Seinäjoki Ideapark has grown into one of Finland’s largest shopping centres. Managing Director Petri Häli has ambitious plans for further expansion. “In the future, you’ll find everything from a medical centre to a hotel here.”

Text: Mervi Rantakari, Era Content | Photos: Krista Luoma

How did you end up at Seinäjoki Ideapark?

My career with Ideapark began in Oulu, where I worked as Property Manager for the Sukari Group. One day, Topi Sukari and I were driving past one of our buildings that was not being fully utilised, and he was wondering what we could do with the property. I had an answer ready: Ideapark!

Topi thought the premises were too small, so I suggested expanding them. That’s what we did, and the new premises were fully leased within a few months. I was responsible for developing and launching Oulu Ideapark and running its business operations.

When Seinäjoki Ideapark opened in 2019, I became Managing Director here. A few months later, the COVID-19 pandemic began, and I was terrified. I thought I would be happy if we managed to attract three million visitors. Instead, we had 4.2 million visitors in our first year, and our growth has been steady ever since.

What makes Seinäjoki an attractive location for businesses?

Seinäjoki is located at the heart of a strong market area and is easy to reach from different parts of Finland. In 2025, we welcomed around 5.2 million visitors, and the combined sales of our stores exceeded EUR 225 million.

When we talk to potential new tenants, we can provide them with detailed data on visitor numbers, customer flows and purchasing behaviour. Last year, the average transaction value was more than EUR 47. That tells us both about strong purchasing power and the amount of time people spend at Ideapark.

Has Ideapark made it easier for companies to establish a presence in Seinäjoki?

Yes. Several nationwide chains have opened their first location in the Seinäjoki region here at Ideapark. Many companies have told us that they might not have come to Seinäjoki at all without Ideapark.

Once a company sees the customer potential and the size of the market area, the investment decision becomes much easier.

Ideapark has around 115 stores, and several of the brands represented here were among the first of their kind in the region. We have a strong presence of retail chains rather than independent specialist stores.

How large is Ideapark’s customer catchment area?

Most of our customers come from within about an hour’s drive of Seinäjoki. We attract visitors from across South Ostrobothnia, from the Vaasa area in Ostrobothnia and from neighbouring regions.

Our location along major highways and good connections to the west coast make Seinäjoki an easily accessible shopping destination. During the summer, we also become a tourist destination, attracting visitors from all over Finland and even from abroad.

What impact does Ideapark have on the vitality of the region?

Around 1,300 people work here every day. The shopping centre attracts customers to the region who also use services elsewhere in Seinäjoki.

But this is about much more than retail. We bring people, jobs, tax revenue and new investment to the region. We strengthen Seinäjoki’s economy and its position as a commercial centre.

Cooperation with the City of Seinäjoki works extremely well. Instead of putting obstacles in the way, we look for solutions together.

Is there still room for Ideapark to grow?

In spring 2026, Kärkkäinen opened a 15,000-square-metre store next to Ideapark. On the opening day alone, it brought in 15,000 additional visitors.

We are now planning an expansion on the other side of Pakarinkatu, where 12,000 square metres of new retail space will be developed for businesses selling products that require larger premises. Construction will begin by the turn of 2026–2027 at the latest, and all of the new premises have already been leased.

We have also planned an eight-storey hotel next to Ideapark. Business travellers and other visitors would appreciate being able to arrive at the hotel reception and then walk directly into the shopping centre.

What makes Ideapark more attractive to visitors?

Shopping centres are increasingly adding new services alongside traditional retail. You need to offer entertainment and experiences too. People also want to take care of as many things as possible in a single visit. Personally, I would like to see health and wellbeing services at Ideapark as well.

We host around 100 different events every year, ranging from concerts to drifting events. They have a clear impact on the number of visitors to our stores.

We carefully consider the target audience for each event. If a concert appeals to 14- or 15-year-olds, for example, the people who bring them here have a couple of hours to spend in the shops while they wait. Events also bring plenty of customers to our restaurants.

What is your vision for the coming years?

We will continue to grow and strengthen Ideapark’s position as one of Finland’s most important commercial centres. Once the planned expansions are completed, Seinäjoki Ideapark will be the second-largest shopping centre in Finland.

I travel around the world looking for ideas and inspiration. Dubai, for example, is at the forefront of shopping centre development and construction.

I want people to leave Ideapark feeling good about their visit. E-commerce continues to grow rapidly, but you can’t buy a smile or a good experience online. That’s why I’m confident we’ll continue to attract customers throughout the year in the future too.

How does a shopping centre Managing Director unwind?

I fly helicopters. Before joining Ideapark, I was responsible for helicopter emergency medical services in Northern Ostrobothnia and Lapland.

Flying is incredibly demanding. You could compare it to standing on two basketballs stacked on top of each other. You have to use all your senses and focus entirely on flying. That makes it a great counterbalance to life at Ideapark, where I’m practically always available.

My other passion is rallying. In rallying, safety comes from teamwork between the driver and co-driver. I also want motorsport to have a strong presence in Ideapark’s event programme.

Our most popular motorsport event is IPDC, the Ideapark Drifting Pro Challenge, held in July.