15.12.2025
After seven years as CEO, Gertti Kogermann has decided to conclude his term, during which a comprehensive reconstruction of the building was initiated and successfully completed, alongside the development of a renewed concept that will define Viru Keskus for the coming decade. Enn Parel, an experienced executive and entrepreneur will become the new CEO of Viru Keskus, taking office in the beginning of January next year.
According to Gertti Kogermann, the present moment offers a logical and well-timed transition to new leadership. “When I accepted the challenge in 2019, I was inspired by the opportunity to carry out a fundamental transformation of one of Estonia’s most iconic shopping centres. Today, this goal has been achieved – both the conceptual transformation and the reconstruction are complete, and Viru Keskus is stronger than ever,” said Kogermann. He added that the centre’s development has extended beyond the building itself, with recent years focusing on the modernisation of the surrounding urban space. “The renewal of Tammsaare Park and Laikmaa Street has been completed, with Hämariku Square and the Estonia Avenue frontage next in line. All these investments strengthen the centre’s role as a shaper of the contemporary urban environment,” Kogermann said.
„Gertti has served as CEO of Viru Keskus for the past seven years – an exceptionally eventful period. During this time, a large-scale renewal project was carried out, the organisation navigated the challenges of the COVID pandemic and related restrictions, and the centre was significantly affected by prolonged roadworks in central Tallinn. Gertti handled all these challenges with remarkable professionalism, maintaining calm even in the most difficult moments and providing tenants with a sense of stability. We thank Gertti for his dedication and professionalism and wish him every success in his future endeavours,” said Taavi Ojala, Chairman of the Supervisory Board of Viru Keskus.
The new CEO of Viru Keskus will be Enn Parel, who will assume the role in January next year. Enn Parel is an experienced executive and entrepreneur who has previously held senior positions within the Tallinna Kaubamaja Group. He is a co-founder and Chairman of the Supervisory Board of Põhjala Brewery; as CEO, he grew the company from a hobby project into an internationally recognised producer. In recent years, Enn has advised small and medium-sized enterprises on strategic growth and market entry.