Held on 18 March 2026 at the Santiago Bernabéu Stadium, the first GameChangers event in Madrid brought together brands from fashion, sports, lifestyle and food & beverage. While the setting was high-profile, the message was pragmatic: in today’s environment, performance is increasingly tied to how effectively operators and brands work together.
From Concept to Condition
Collaboration was a recurring theme — not presented as a new concept, but as a necessary condition. As outlet centers mature, the relationship between landlord and tenant is becoming more operationally integrated, with greater emphasis on communication, shared decision-making and the continuous adjustment of the offer.
NEINVER’s latest figures point to stable growth. Over the past three years, the company reports a 12% increase in footfall and more than 26% growth in sales across its European portfolio. Occupancy remains high at 97%, while average transaction value and sales density have also improved. Together, these indicators suggest a format that continues to perform, even as wider retail conditions remain uneven.
Location Over Scale
Looking ahead, the company highlighted Alpes The Style Outlets, a project in eastern France scheduled to open in 2027. Located near the Swiss border, within reach of Geneva and Annecy, the scheme will comprise 20,400 sq m and around 95 units. Its positioning reflects a continued focus on locations with cross-border catchments and tourism potential, rather than purely domestic demand.
The event also coincides with a milestone: 30 years since the opening of FACTORY Las Rozas, Spain’s first outlet center. The anniversary provides context for how the sector has evolved — from a relatively new format into an established part of the European retail landscape.
If GameChangers made one thing clear, it is that the outlet sector is no longer in a phase of rapid transformation. The focus has shifted to execution: refining tenant mix, maintaining relevance and ensuring consistent performance.
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