The active development of the outlet format in Russia resonates with consumers. The growing popularity of shopping malls with all year-long discounts is confirmed by the results of Outlet Village Belaya Dacha in 2019, the positive sales and footfall indicators of which were shared by Hines.
Sales and footfall
Compared to 2018, Outlet Village Belaya Dacha’s sales increased by +10%. As to Like for like indicator, the increase was + 13%. In 2019, more than 3.7 million people visited the outlet mall, which is a growth of +6% compared to 2018.
Outlet Village Belaya Dacha was the first outlet in Russia introducing Tax Free, which now allows tourists to benefit of the VAT refund. Asia continues to be the main origin of tourists who visit the outlet village each year.
In 2019 a
total of 18 new boutiques opened its doors, amongst them brands such as
Hunkemoller, Cavalli Class, KuchenLand Home, DKNY and BergHOFF. At the same
time, a new Food Hall which combines Asian and Georgian cuisines was
“2019 was a fantastic year for Hines Russia. Our two Outlet Villages showed positive growth, both in sales and visitors. This is a result of a consolidated loyal customer base, but also of our perseverance of attracting new visitors from Moscow and Moscow region as well as domestic and international tourists,” commented Antoni Gascon, Director of Retail & Operations of Hines Russia. “In 2020 we are forecasting a double-digit growth for Outlet Village Belaya Dacha, as we have a very ambitious leasing strategy, with amazing new openings such as the first Polo Ralph Lauren outlet store in Russia, other openings such as Lindt, 12Storeez and UGG, new and bigger store concepts for brands such as Tommy Hilfiger, Nike, PUMA, and Bosco Fresh, and new restaurant openings like Pizza22cm, which last year was awarded in London as one of the best innovative food concepts.”