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PROJECTS, TRENDS AND STRATEGIES

Malmö Designer Village is an upcoming premium outlet village in Löddeköpinge, Sweden, uniquely positioned to serve both Swedish and Danish markets. Now under the leadership of FREY Group (following the acquisition of the project from UK developer Rioja Estates in 2024), it marks FREY’s first outlet development and a significant expansion of its open-air retail portfolio. Over 3.8 million visitors within 90-minutes and 10+ million tourists fall within its reach, including the major population centers of southern Sweden and the Copenhagen metropolitan area. With all necessary planning permissions secured and no objections, construction began in mid-2024.

With the acquisition of Designer Outlet Berlin just last week, and the upcoming opening of ROS Retail Outlet Shopping’s new location in Kraków, Poland, the current projects under ROS and FREY are a testament to their vision as well as the segment’s potential. In an interview with ACROSS, Thomas Reichenauer, Co-Founder and Managing Director of ROS, goes into detail about their current high-profile projects on the outlet market, where they see further potential, and the advantages brought by the merger between ROS and FREY as they aim to become the market leaders in Europe.

NUGA Castellana will be designed for “work, live and play”. The goal is to unify all spaces which are managed by PIMCO Prime Real Estate — Paseo de la Castellana 200-208, Félix Boix 4-8, Doctor Fleming 39-41, and Carlos Maurrás 7 (five residential units out of the 14 that make up the asset, alongside commercial spaces) — into a single block that blends cutting-edge design with the most advanced technology.

LATEST TRENDS IN ASSET AND CENTER MANAGEMENT

MEC’s new Business & Project Development department underscores its commitment to the future of retail real estate. Instead of pure administration, the focus is now on holistic location development – strategic, practical, and market-oriented. Head of the unit, Jörg Wege, explains how vision meets everyday business, why hands-on expertise matters, and how this drives MEC’s growth.

Innovation and the safeguarding of future success require conviction and values – ECE celebrates its 60th anniversary in 2025. This is more than just an anniversary: It is a commitment to continuous change and responsible business practices. ECE Marketplaces CEO Joanna Fisher, who has been with the company for nearly three decades, discusses the power of putting values into practice, her own journey from a working student to a top manager, and how true innovation can only be achieved through integrity and clarity.

“When the tenant thrives, the asset survives” is an old saying in retail real estate leasing management. But survival is only the baseline – the ambition must go further. Not just to “survive” – the asset should “fly.” But what will it take in 2025 for an asset to take off? For this cover story, we asked leading figures in the European retail real estate sector what they see as the most significant current challenges, as well as the solutions needed, for retail assets not just to survive but to prosper.

DEVELOPMENTS AND TRENDS IN THE OUTLET INDUSTRY

Designer Outlet Kraków is set to open its doors in May 2025, bringing an elevated outlet shopping experience to one of Poland’s most vibrant and fast-growing regions. Strategically located to serve both the city of Kraków and the entire Lesser Poland area, this new destination promises exceptional style, value and convenience—all under one roof.

Retail spaces must go beyond static displays and generic signage. Montse Ortega states that a well-executed VM strategy orchestrates movement, builds anticipation, and influences purchasing decisions. NEINVER’s Visual Merchandising & Experience expert explains how thoughtful Visual Merchandising enhances engagement, drives sales, and creates a shopping experience that customers want to return to.

The focus is always on the success that can be achieved together: Johan Caspar Bergenthal spoke with ACROSS Magazine about the success factors driving VIA Outlets and the industry in general. In addition to the consistent growth generated by VIA Outlets’ 3R strategy, the former shopping center industry executive cites the close collaboration with brands, something he hadn’t experienced before during his time in the full-price retail world.

With approximately 38 outlets, the UK is already one of the most saturated markets. So why do we think there is a need for a 39th? Giles Membrey, Managing Director of Rioja Estates Ltd, explains why his next project, Grantham Designer Outlet Village, will follow his company’s very successful blueprint for Malmö Designer Village.

STRATEGIES OF RETAILERS

As the retail landscape continues to evolve, convenience is emerging as the key driver of success. Shoppers are increasingly drawn to brands that make buying products a quick and effortless experience, whether online or in-store. GlobalData’s latest research highlights which retailers are likely to gain the most in 2025

LATEST TRENDS

“Westfield Hamburg-Überseequartier could emerge as a refreshing beacon of culinary innovation and diversity”, states Will Odwarka, F&B-expert, founder and CEO of Heartatwork Hospitality Consulting and member of the ACROSS Advisory Board. He takes a close look at the recently announced differentiation of the F&B offering at Hamburg’s new shopping destination. With this diverse concept he is positive that Hamburg will be able to show the power of food to cultivate community spirit.

Concepts like L’Osteria, BigMama, and Vapiano continue to thrive in the ever-evolving dining landscape. These establishments have profoundly influenced the fast-casual sector. Yet, amidst these recognizable names, there is a burgeoning number of Italian food and beverage chains emerging on the global stage, shares Will Odwarka, Founder and CEO of Heartatwork Hospitality Consulting, and Member of the ACROSS Advisory Board, in the latest article of his “F&B Insights” column.

RETAIL TECHNOLOGY

Data exchange in the shopping center industry is still in its infancy, states David Blumenfeld, Co-founder of NextRivet. While the benefits of data sharing between landlords and tenants are obvious, retailers are not enthusiastic about giving their landlords more insight into their business. For efficient data sharing, an honest and good lease relationship is essential. In this interview, Blumenfeld explains why data sharing is so important, but it requires a change in collaboration. Landlords are in the driving seat when it comes to data sharing. They have to prove the value of the data before demanding anything in return. The value of data is always the driving force.

“First, ask why!” That is the most important piece of advice that Mark Bruce, Data & Insights Director at Kinexio — formerly Mallcomm — can give. As data begins to redefine the retail experience, a key question that we must ask ourselves is: “Why should we share data?”. To many the idea of sharing data is clouded with questions around how it will be used, and what the implications will be. However, as businesses shape and implement their data strategies, there is a real opportunity to use data for good, especially in the landlord-tenant relationship and in order to maximize ROI.

In today’s digital age, with AI advancing at an unstoppable pace, consumers are becoming increasingly aware of both the incredible power and the significant risks of sharing their data with businesses. As a global leader in CRM and loyalty solutions, Ben Chesser has seen, firsthand, the profound impact data sharing can have – not only on businesses but on customers as well.

In today’s fast-paced retail landscape, data is no longer just a luxury – it’s the foundation for staying competitive and future-ready. At ROS Retail Outlet Shopping, we understand that success isn’t just about collecting data; it’s about how we use that data to address challenges, boost performance, and spark growth.

PLANS OF INVESTORS AND OWNERS

NEPI Rockcastle’s strong net operating income (NOI) growth of 13.5% in the first half of 2024 allowed the company to raise its forecast for full-year distributable earnings per share. Justyna Bartosz, the Group’s Head of Leasing, explains what makes the CEE’s retail and consumer world tick and why it is that NEPI Rockcastle and its tenants can’t pay enough attention to the buzzwords: experience, community building, and authenticity.

The acquisition of the leading shopping mall in Novi Sad for 177 million euros by BIG CEE marked Serbia´s largest retail transaction ever. Promenada, one of the strongest malls in the country, features many international brands, a 100% occupancy rate, and more than 10 million visitors annually.

After the collapse of a previous deal last year, the Swiss luxury goods group Richemont has found in Mytheresa a new buyer for its online fashion and accessories business Yoox-Net-a-Porter (YNAP).

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