ROS Retail Outlet Shopping’s ‘Trading-up’ strategy gets the Polish market buzzing

During 2023, ROS Retail Outlet Shopping has shown a strong performance with double-digit growth, which has been supported by the ambitious and successful trading-up formula implemented across the portfolio. For the Polish centers managed by ROS, the year 2023 particularly has been an extremely dynamic time in their approach to ‘Refine Leasing’, a key pillar of the operator’s ‘BOLD’ growth strategy.

New and eagerly awaited store openings abounded at Designer Outlet Warszawa, Designer Outlet Gdańsk and Designer Outlet Sosnowiec. Some of the regular tenants moved to larger premises where they can scale up and increase sales by expanding their offer. During these twelve months, for many existing but also new customers, the three Designer Outlets in Poland have become the premium outlet shopping destinations of choice, offering not only a wide selection of products, but also an extraordinary shopping experience.

“New store openings in our shopping destinations are not only an opportunity to shop, but also to discover interesting brands. The newcomers perfectly complement our brand mix, which we constantly try to upgrade and adapt to the needs of our customers in each region where we are present. We have welcomed completely new brands, but at the same time our long-standing business partners have more than once revamped their retail concepts by moving to larger units and arranging them according to the latest trends. We have tried to meet as far as possible the needs of those brand partners whose sales continue to grow and who need space to develop further,” said Mireia Rodríguez Burguera, Leasing Director at ROS Retail Outlet Shopping.

2023 recap: new brands and relocations in Poland

Some of the most anticipated brands that have joined the fashion and lifestyle offer in the last year include Pinko, Duka, Crocs and Guess Kids in Designer Outlet Gdańsk; as well as Tommy Hilfiger, Salewa, Kazar and Guess Kids in Designer Outlet Sosnowiec. The first Zwieger pop-up store in Poland was established in Designer Outlet Warszawa and Designer Outlet Sosnowiec.

In addition, the cosmetics sector made its entry into the outlet scene in 2023 with the opening of the perfumery Amora and Pretty London in Designer Outlet Warszawa. As a result, the premium outlet destination has become a real paradise for beauty lovers, who can find everything they need in one place.

2023 was also the year of many store relocations across all Polish centers in the ROS portfolio. In Designer Outlet Sosnowiec, Quiksilver and Lee Cooper moved to larger premises, while adidas opened its flagship outlet store, becoming the sports brand’s largest outlet store in the Silesian region. Other relocations included Guess Accessories and Kazar with its new retail concept store in Designer Outlet Gdańsk; Mountain Warehouse and Lancerto in Designer Outlet Warszawa; and Ochnik both in Warszawa and Gdańsk.

In total, 20 new stores were opened, occupying a gross lettable area of more than 3,000 sq m. The area allocated for the enlarged stores totaled nearly 2,900 sq m with 13 brands having relocated to larger premises.

Successful sales channel and customer shopping experience destination

Designer Outlets are a place that attract local residents and tourists alike. Their best value for money with a unique brand-mix and F&B offer as well as their welcoming atmosphere make them the perfect day-out destination. The year 2023, full of new openings, proved them to be an attractive destination not only for shoppers, but also for retailers and brands themselves. These often perceive the outlet segment as the customer’s first contact with the brand and an optimal sales distribution channel, resulting in a win-win situation for customers, retailers and landlords.

“The pleasure of searching for the perfect pair of shoes or the dream outfit at affordable prices at Designer Outlets is constantly enriched by the opportunity to visit new spaces that we create with the customer’s comfort and shopping experience in mind. The new store concepts are not only beautifully designed, but also functional, providing a comfortable shopping experience. More novelties are coming soon,” announced Mireia Rodríguez Burguera.

Designer Outlet Gdańsk: new center extension opening in Q4 2024

With an additional 2,000 sq m of GLA, Designer Outlet Gdańsk is getting ready for its upcoming center extension by the end of 2024. The center extension will host almost 20 additional stores and a new food court, accommodating national food concepts with a fresh and healthy food offer combined with well-known international F&B brands.

In construction since last September, Designer Outlet Gdańsk will have a total gross lettable area of almost 20,000 sq m after full completion, becoming the flagship outlet destination on Poland’s Baltic coast.