Placemaking Project by Antoine Frey, CEO of FREY
NAME OF PROJECT: Malmö Designer Village
DEVELOPER: Rioja Estates in cooperation with
OUTLET INSIGHT
OWNER: FREY
PROJECT HIGHLIGHT: A landmark cross-border outlet destination in Scandinavia, Malmö Designer Village will be the largest premium outlet in the Nordic region, featuring over 130 Scandinavian and international brands at 26,000 sq m. With its open-air village design, sustainable features, and strategic location near Malmö and Copenhagen, this project heralds a new era of upscale outlet shopping in a green, experiential setting.
Malmö Designer Village will span 26,000 sq m of gross leasable area once fully built and is being delivered in two phases. Phase 1 (18,000 sq m, ~90 stores) is scheduled to open in 2027, with Phase 2 (an additional 8,000 sq m) to follow soon after. Upon completion, it will be the largest outlet center in the Nordics, hosting over 130 stores showcasing a curated mix of international and Scandinavian brands. A number of renowned retailers are already lined up, including flagship outlet stores for Adidas, Levi’s, Marc O’Polo, and Skechers, among others, ensuring a strong draw for fashion conscious shoppers. Complementing the shopping, visitors will enjoy a diverse food and beverage offering (restaurants, cafés, bars) and amenities for a full-day experience. The village-style layout features seasonally landscaped gardens, pedestrian promenades, and family-friendly facilities (such as play areas), all crafted to create immersive, high-quality customer experience.
In line with FREY’s strong ESG commitments, Malmö Designer Village is being developed with a focus on sustainability. The project is targeting BREEAM “Excellent” certification, reflecting advanced environmental performance in construction and operation. Features such as energy-efficient building systems, ample green space, and seamless integration with the surrounding environment are integral to the design. The center will also leverage ROS Retail Outlet Shopping (now a FREY subsidiary) for professional management and operation, ensuring optimal performance and customer service.
Malmö Designer Village represents a major milestone for FREY: it not only expands the group’s footprint into Scandinavia but also solidifies its position in the high-potential outlet segment. With an investment of approximately 100 million euros for Phase 1 (expected yield >8%), FREY demonstrates confidence in the project’s profitability and impact.
By 2027, when the full village is operational, this development is set to become a flagship open-air retail destination in northern Europe. It will exemplify FREY’s vision of sustainable open-air shopping environments that deliver exceptional retail experiences while respecting local communities and ecosystems. FREY’s entry into the Nordic market through Malmö Designer Village underscores its strategy to be Europe’s leading operator of open-air shopping destinations, combining innovation in retail with sustainability at every step.
