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Outlets

Latest news, developments and trends in the outlet industry

ROS Retail Outlet Shopping has created its first AI-generated campaign that will be used across its entire portfolio in seven European countries this autumn, becoming a pioneer and the first operator in the retail real estate industry to apply this technology in a campaign.

For Designer Outlet Parndorf, the first six months of the year were already a success story, and the 160 or so popular luxury, designer and sports stores, long opening hours until sunset and the gastronomic offerings once again brought numerous customers to the center during the summer months, shared the designer outlet in a recent press release.

ROS Retail Outlet Shopping, the 4th largest European operator with 12 managed outlet shopping destinations in 7 countries, has been acquired by the French FREY Group, a developer, investor and manager, and a real estate company listed on the Paris stock exchange, specialising in the development and operation of open-air shopping centers in Europe.

City Outlet Geislingen with over 40 home, fashion & lifestyle brands in 25 stores is being expanded to include four new stores. Construction work will begin in July 2024 and the opening is planned for late summer 2025.

Tourism and shopping belong together – this is most visible within the outlet industry. Many outlet centers are located in leading tourist zones and traditionally work together with the tourism authorities. Outlets and tourist destinations understand and present themselves as a unit. This means that the outlet industry is one step ahead of the shopping center industry, but there is still a lot of potential here, since 10% of the European outlet centers have hotels at their sites.

Following a customer-centric approach, the ‘BOLD’ strategy carried out by ROS Retail Outlet Shopping across its entire portfolio reached full potential in 2023. The operator’s average sales soared by +16.5% across the portfolio in 2023, fuelled by an enriched brand mix, a stronger shopping experience and the ability to adapt to evolving market conditions.

FOC Retail Service GmbH operates three outlet locations in Austria and Germany, all of which have incredibly high purchasing power but are small. Managing Director Michael Lungkofler explains the potential of smaller locations, why brands are just as successful here as in prominent locations, and why, despite the excellent performance, the small sizes result from regulatory policy decisions.

“In reading up for this commentary on outlet malls, I was surprised to learn that the concept has been around for a surprisingly long time, especially in the US”, states Susan Hagerty Bonsak, CEO of Placewise.

After a record year in 2023, Designer Outlet Parndorf hopes to build on its 2019 figures in terms of international tourism this year. ACROSS spoke to Mario Schwann, General Manager of Designer Outlet Parndorf, about the return of international tourists, the potential of visitors from Southern Asia and Middle East, and the importance of cooperation, among other things.