Montabaur The Style Outlets, the modern outlet centre in the German Rhineland-Palatinate region, celebrates its fifth anniversary on 30 July. The centre has been managed by Neinver – a European company specialised in property investment, development and management and the second-largest operator of outlet centres in Europe – since August 2017, after signing a strategic agreement with Fashion Outlet Grundbesitz.
“Montabaur The Style Outlets has become an important national shopping attraction. Proof of this is the ongoing increase in visitors and sales, which does not go unnoticed in the industry,” says Sebastian Sommer, Neinver’s Marketing and Retail director Europe and managing director of Neinver Germany. Initially called Fashion Outlet Montabaur, it was rebranded in 2018, joining Neinver’s internationally renowned brand umbrella “The Style Outlets” and positioning the centre as an attractive shopping destination in the region between Cologne and Frankfurt. The outlet centre recorded five solid years of growth in sales and footfall – last year alone it welcomed close to 2 million visitors – and has contributed to job creation in the region. Together with Halle Leipzig The Style Outlets, also managed by Neinver, Montabaur The Style Outlets achieved an increase in sales of 15% in 2019.
“We are very satisfied with the development of the outlet centre in Montabaur. Our main goal was to make Montabaur known as an outlet shopping location beyond the borders of the Westerwald. The centre has made a decisive contribution to this development during the past five years,” said Philipp Dommermuth, spokesman for the owner of Fashion Outlet Grundbesitz GmbH & Co KG.
Gabriele Wieland, mayor of Montabaur, stresses that “Since its opening, the centre has established itself as an important economic driver for the city of Montabaur and the entire region. City and centre management work closely together. Actions such as the job fair “Style Your Job” and the Montabaur Express always generate positive synergy effects that benefit the region and the centre equally.”
Successful concept puts the shopping experience in the foreground
With its contemporary, curvilinear architecture, it is located in one of the most densely populated regions, the Rhine-Ruhr and the Rhine-Main, and is strategically situated next to the A3 motorway, travelled by more than 33 million vehicles a year. A train station next to the scheme provides a 30-minute connection to Frankfurt’s international airport, which receives over 60 million passengers annually.
Recurring marketing campaigns such as late-night shopping, Family Sundays and the exclusive VIP Style Weeks are the big highlights in The Style Outlets’ annual calendar which have been key to attracting visitors. In summer, the summer lounge invites visitors to take a refreshing break from shopping and in the Christmas season the centre transforms into a festively decorated winter destination. An integral part of the Christmas programme is the Charitree charity campaign, for which the centre works with regional institutions.
“We always orientate ourselves to the needs and expectations of our customers. In the past few years, we have created a more emotional shopping experience and significantly increased the quality of stay. Montabaur is equally attractive to customers and brands because they find perfect conditions here,” says Sebastian Sommer, explaining the centre’s success. Montabaur The Style Outlets not only cooperates with strong partners in the field of fashion, but also in food service.
In 2019, Neinver completely renovated the centre’s food and beverage offer to adapt it to consumers’ changing needs and expectations. To this end, it divided a big buffet restaurant into three units with differentiated propositions (Dean & David, Pommes Freunde and Starbucks). The success of the new offer was great, with food and beverage sales increasing in just two months and helping to bolster the centre’s results, which recorded a double-digit sales increase in 2019.