By Otto Ambagtsheer
2021 has been a busy year for VIA Outlets, Europe’s leading owner-operator in redefining the outlet shopping experience which owns eleven centers in nine countries. Batavia Stad Fashion Outlet near Amsterdam, Hede Fashion Outlet near Gothenburg and Zweibrücken Fashion Outlet in Germany are all celebrating their 20th anniversaries.
As part of the company’s 3 R’s strategy of Remodelling, Remarketing and Remerchandising, it is investing €17.5m in Sevilla Fashion Outlet, its premium outlet destination in Seville, Spain. The outlet will enjoy an extension of 2,680 sq m which will create space for 17 major brands to be added to the existing roster of more than 70 stores. With this latest investment, VIA Outlets has invested a total €30m in the center since acquiring it in 2016.
The extension will include the creation of an experiential multipurpose space designed to host meetings, events and cultural happenings, as well as serve to give the entire commercial area a more sophisticated appearance – highlighting the beauty of the local Andalusian architecture and making reference to some of the most iconic elements and characteristic materials from the city of Seville.
One of the most striking aesthetic features of the project will be an innovative ventilated facade made from ceramic slats, which utilises a passive natural lighting design to create feelings of spaciousness and comfort. The extension to Sevilla Fashion Outlets has been designed by internationally renowned architects L35, who previously worked among others on the remodelling of VIA Outlets’ Freeport Lisboa Fashion Outlet. The extension is set to open in 2023.
Separately, VIA Outlets has just launched Re.Love, a pioneering sustainable pop-up initiative across its portfolio. The first store opened in Freeport Lisboa Fashion Outlet on September 3, 2021, with the second set to open in Batavia Stad Fashion Outlet on October 15, 2021 – with each store remaining open for a minimum of three months.
The Re.Love launch is part of VIA Outlets’ overall mission to redefine outlet shopping, in particular providing consumers with a more sustainable and unique shopping experience. The stores are launched in a bold move to promote VIA Outlets’ brand partners’ sustainability efforts, making them more visible to consumers whilst raising awareness and informing visitors about the company’s extensive initiatives and the many ways in which they can contribute to a more sustainable future for fashion.