Mylly remains the most renowned shopping center – Ainoa saw the biggest rise in popularity

Mylly in Raisio is once again Finland’s most reputable shopping center, according to the “Shopping Centers Reputation&Trust survey conducted by Reputation and Trust Analytics. However, the gap at the top has narrowed, and Jumbo in Vantaa came in a close second in the survey. Ainoa in Espoo saw the biggest rise in reputation.

The reputation of shopping centers was surveyed in October–November 2025, with a total of 2,478 Finns responding to the survey. The survey focused on the ten largest shopping centers based on retail space and sales volume, for a total of 12 shopping centers.

The margins at the top are very narrow. Mylly, which has been named the most reputable for the sixth time, has a reputation score of 3.69, while Jumbo, which came in second, has a score of 3.68. The differences in rankings 3 through 9 are also just a few hundredths of a point.

“The gaps at the top have narrowed year after year, and competition among shopping centers has intensified. Jumbo closed in on Mylly last year, and now the difference is just one-hundredth of a point. In general, the gaps at the top are very small,” says Petteri Puska, a senior researcher at Reputation and Trust Analytics.

The reputation of the Ainoa Shopping Center grew by leaps and bounds

Of the twelve shopping centers surveyed, nine have a good reputation, scoring above 3.50 on a five-point scale of 1 to 5.

“Last year, there was a sharp overall rise in shopping center reputation scores, which has now leveled off somewhat. For the most highly regarded shopping centers, reputation scores have generally seen a slight decline. The exception is Ainoa in Espoo, which has improved its reputation by 0.21 points and climbed to sixth place with a reputation score of 3.58. This is an exceptionally large increase,” says Petteri Puska.

Aino's reputation has improved across the board.

“This, too, is exceptional. In addition to its products and services, Ainoa has seen particularly strong growth in ESG areas, especially in social responsibility. This certainly reflects the fact that the shopping center has improved its sustainability communications,” says Tiina Hulkko, a consultant at Reputation and Trust Analytics.

The appeal of shopping malls

The survey results for shopping centers show that customers particularly value the staff, the ease of shopping, and the wide range of products and services.

“We Finns love our shopping malls, and they are important places for us to run errands. For example, real estate listings often mention which shopping mall is nearby. When a shopping mall cares about its customers, it shows in its reputation scores,” says Tiina Hulkko.

“The Mylly shopping center is being developed in a consistent manner, as is the entire industry, which is reflected in customer trust over the long term. At Mylly, we are continuing this systematic approach—we are constantly improving the customer and tenant experience and, through that, our business. The strong correlation between reputation and results is a practical tool for us, and once again, we find genuine starting points for development in these results,” says Mari Hantula, CEO of Mylly Shopping Center.

This is how we conducted the study

The aim of the " Reputation&Trust " survey of shopping centers was to assess the reputation of the largest shopping centers among the general public. Data for the survey was collected via an online questionnaire between October 28 and November 17, 2025.

Organizations were evaluated using Reputation and Trust Analytics’ Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different sub-areas. These areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).

A total of 2,478 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.

For more information:

Tiina Hulkko, Consultant, Reputation and Trust Analytics, 040 356 8682, tiina.hulkko@reptrust.com

Petteri Puska, Senior Researcher, Reputation and Trust Analytics, 041 435 8521, petteri.puska@reptrust.com

Mari Hantula, CEO, Mylly Shopping Center, 050 441 9394, mari.hantula@kauppakeskusmylly.fi

Photo: Mylly Shopping Center