ACROSS | The European Retail Real Estate Magazine

Factory Outlets

Everything’s New at Fashion Outlet Parndorf

The owners decided on Viennese Art Nouveau style for the new exterior design. Image: Architekt Kroh

Parndorf Fashion Outlet, located between Vienna and Bratislava, is undergoing a comprehensive relaunch. A new Art Nouveau style, new roads and entrances, new retail space, and a new center management self-run by the owner should multiply customer frequency.

Parndorf Fashion Outlet is part of the largest outlet destination in Europe and is located in close proximity to McArthurGlen Designer Outlet.

Since autumn 2016, the project has been undergoing a radical facelift. On top of three additional entrances, a link building is being constructed between two previously separate components, the Parndorf Fashion Outlet Mall and the Parndorf Fashion Outlet Village.

Thomas Maria Seikmann owns the Austrian company Dayland Group and, in addition to his role as CEO of Parndorf Fashion Outlet, is also Managing Director of Freeport Fashion Outlet in Kleinhaugsdorf on the Czech/Austrian border and Roses Designer Outlet in Croatia. Image: Parndorf Fashion Outlet

Thomas Maria Seikmann owns the Austrian company Dayland Group and, in addition to his role as CEO of Parndorf Fashion Outlet, is also Managing Director of Freeport Fashion Outlet in Kleinhaugsdorf on the Czech/Austrian border and Roses Designer Outlet in Croatia. Image: Parndorf Fashion Outlet

“The improved accessibility of our stores via new connections, parking spaces, and entrances, along with the new exterior appearance in Viennese Art Nouveau style, will provide a new face and a changed perception among our visitors.

The aim is to create a project that is uniform for customers, presenting the usual outlet experience in the form of a shopping street,” explained owner representative and CEO Thomas Seikmann.

Refurbishment in three stages

The refurbishment is being carried out in three stages. The facade is currently being re-created in Viennese Art Nouveau style.

The new entrances allude to the Vienna Secession. The connecting building and another entrance area will be completed in the second quarter of 2017.

In 2018, an additional annex will complete the project and bring it to a total of 30,000 sq m of retail space.

“Depending on the construction phase and store size, we expect to end up with about 50 new stores after the conversion work,” said Seikmann.

Seikmann is receiving positive signals on the facelift from his current tenants. “Our existing tenants are very happy with the new concept and the visuals. Some are renting additional space or even adding new brands.”

The proposed clustering of stores in different thematic areas has also been well received. “We are also creating new areas for catering, which is under-represented in the region,” he explained.

The total investment for refurbishment and expansion by the owners, Franz Kollitsch and Erwin Krause, amounts to over €40 million.

On top of three additional entrances, a link building is being constructed between two previously separate components, the Parndorf Fashion Outlet Mall and the Parndorf Fashion Outlet Village. Image: Architekt Kroh

On top of three additional entrances, a link building is being constructed between two previously separate components, the Parndorf Fashion Outlet Mall and the Parndorf Fashion Outlet Village. Image: Architekt Kroh

More visitors, more sales

How quickly structural changes can have a positive effect on a site can be seen in Parndorf Fashion Outlet almost daily.

Since it was taken over by its own center management in September 2016, the creation of new entrances and the first new store openings has led to growth at the outlet center: Both visitor numbers and sales are up.

This should naturally continue after the refurbishment: About 1.8 million customers currently visit the center. This number is expected to increase after the renovation and expansion to around 3 million; over the medium term, the goal is 4 million annual visitors. Around 6 million people will visit the outlet destination as a whole.

These are quite good prospects for old and new potential tenants alike in Parndorf Fashion Outlet. Numerous discussions are already underway. To deal with the rush, CEO Thomas Seikmann has called in the reinforcements: the famous outlet leasing specialist Michael Haslinger.

Micro location and catchment area

Parndorf Fashion Outlet is located in Austria’s Burgenland province just off the A4—the main route between Western and Eastern Europe.
Its 120-minute catchment area is home to over seven million people. 55% of Parndorf Fashion Outlet’s customers come from Austria, 16% from Hungary, 15% from Slovakia, and 14% from other countries.
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