GRN: Via Outlets is now the 2nd biggest operator of outlet centres in Europe. How did you achieve this?
O.A.: Created in 2014, Via Outlets concentrates on premium fashion outlet centres. Our strategy is to acquire outlet centres in Europe, then remodelling, remerchandising and remarketing these into premium units. We do not build new outlet centres from scratch, but we add extensions where possible, as we did in Gothenburg, Sweden. We have an opportunity-driven strategy. In 2020 we will continue acquiring outlet centres where opportunities arise. Via Outlets focuses on Europe at this time with a strong footprint on the most popular tourist destinations, including Mallorca, Lisbon, Porto, and Amsterdam. In 2019, our tax-free sales jumped by 17% across the entire portfolio.
GRN: With Vinted, second-hand product sales gained a fierce loyalty. How do you integrate this into your business?
O.A.: Second-hand products and outlets have a natural connection. In December 2018, we organised a special sale in our outlet centre in Amsterdam (Batavia Stad Fashion) with two local influencers. It lasted for a weekend and was a huge success. That allowed us to recruit new visitors who did not attend the centre before. We plan to repeat the operation in our other centres in 2020.
GRN: Why did outlet centres post such amazing results?
O.A.: Looking at the global retail dynamics, ‘outlet’ is now too big to ignore. If ‘online’ remains the first global growth engine, ‘outlet’ ranks as 2nd. The outlet sector shows a strong resilience compared to the headwinds faced by full-price high street and retail markets. In 2019, our comparable brands sales increased faster than visitors. This is all very good news! Last year, 31% of our portfolio was remerchandised. 128 new brands joined our centres, including Ajax, Frederique Constant, Liu-Jo and Coccinelle while brands such as Adidas, Hugo Boss, Diesel, Karl Lagerfeld and Calvin Klein added stores. We also meet a lot of other fashion retailers who are keen to open more stores, but also food & beverage and outdoor retailers. Stay tuned!