At VIA Outlets, the relationship between us, the landlord, and our brand partners goes beyond a pure business transaction it’s a long-term partnership built on mutual success, shared insights, and a common goal – driving performance for all our businesses across 11 premium fashion outlets in nine European countries.
Unlike traditional full-price retail, where rent is typically a fixed cost, outlet centers operate under a fundamentally different model. Our lease agreements are structured with both minimum fixed charges and turnover rent, creating a direct alignment of interests. As landlords, we are just as interested in a strong sales performance from our brand partners as they are. Their success is our success.
To nurture this collaborative relationship, we offer much more than physical retail space. We provide brand partners with staff training, supportive working environments, and engaging after-hours activities that contribute to a vibrant outlet community. In addition, we share valuable guest insights that go far beyond what brands can gather from their own sales data. Through our dedicated loyalty program, Fashion Club, we have a detailed understanding of visitor behavior, shopping patterns, and preferences. Combined with advanced footfall analytics and technology, we can monitor and interpret visitor flow in real-time. These tools empower our partners with deep, actionable intelligence, enabling them to fine-tune staffing, stock levels, visual merchandising, and promotional strategy.
This kind of data sharing is a defining feature of the outlet model. Rather than working in isolation, we establish a dynamic feedback loop in which insights are openly shared, discussed, and used to fuel performance. We don’t simply lease space; we actively invest in brand growth.
Otto Ambagtsheer
CEO of VIA Outlets
Another crucial element that sets us apart is placemaking. At our centers, significant attention is devoted to the landscaping, aesthetics, sense of arrival, and overall look and feel of the environment – far more than what is typically seen at full-price shopping centers. This is not just about creating attractive surroundings; it’s about crafting an experience. A well-designed outlet center encourages longer dwell times, supports brand storytelling, and reinforces the sense of discovery that guests value so highly. Placemaking plays a vital role in shaping perception and building emotional connection – turning a shopping trip into a memorable day out.
However, succeeding in today’s retail environment demands more than data or placemaking. Shoppers now expect convenience, personalization, and seamless interaction between digital and physical experiences. That’s why investment in omnichannel innovation has become essential. A standout example is the launch of an e-commerce pilot project at Batavia Stad Fashion Outlet – in the wider Amsterdam region in the Netherlands – an initiative designed to bridge the gap between offline and online retail.
Through this platform, guests can browse the outlet’s inventory online, shop from the comfort of their homes, and choose either home delivery or in-store collection. For brands, it opens new revenue streams and increases visibility without cannibalizing their own established channels. Admittedly, it’s not always an easy pitch. Operational integration might sound complex, and change is never simple. Once brands come on board, however, the results are compelling. We aim for a 10% uplift in total brand sales, and many express one common sentiment: They wish they’d joined the online platform sooner.
While the future of retail is undeniably shaped by digital innovation, it must also be sustainable. The outlet industry is under growing pressure to minimize its environmental footprint and deliver on ambitious ESG commitments. Our dedication to meeting CRREM whole building energy and emissions intensity targets by 2030 and to achieving net-zero emissions by 2050 requires concrete action today. Once again, collaboration is essential; we can’t do it alone.
Implementing energy-efficient upgrades, such as sliding doors to minimize energy loss, replacing outdated HVAC systems, or installing smart metering, often involves substantial investment. These are not always easy conversations. The upfront costs can be significant, but they are necessary, and in the long term, they deliver measurable returns.
Here too, partnership is crucial. We collaborate with brand partners to identify the most effective sustainability solutions and, wherever possible, provide support. ESG isn’t a side project – it’s a shared mission. Those who join us on this journey not only help create a greener future but also build operational resilience and appeal to the growing number of environmentally conscious consumers.
In this fast-moving and increasingly complex retail landscape, agility, insight, and partnership are more important than ever. Outlet retail is built on performance, experience, and adaptability, and none of it is possible without close collaboration between landlords and brand partners.
This model is unique in that it aligns interests and incentives in a way that naturally encourages a deep commitment to brand performance. We don’t just manage space; we curate experiences, enable innovation, and share responsibility for outcomes. Whether it’s digital transformation, sustainability, or operational excellence, the best results come when we move forward together.
Credit for all images: VIA Outlets
