Page 44 - RLI November 2019

OUTLET PROFILE | NEINVER

A Guarantee VICOLUNGO THE STYLE OUTLETS
Vicolungo, Italy

Of Excellence

Specialising in the outlet industry since 1996,

NEINVER is a leading company in the European outlet
business and the market leader in Spain and Poland.

RLI spends some time with Carlos González, Managing
Director at NEINVER to discuss the portfolio and their

position in the market.

he outlet sector has been the star performer in understanding brands’ needs and the factors that are shaping
the retail industry over the last years, with highly their relationship with consumers, including a more focused GETAFE THE STYLE OUTLETS
consolidated outlet centres showing strong increases footprint and emphasis on experience.” Madrid, Spain
T in customer traffic and sales. Due to their inherently In order to continue growing its business, NEINVER’s strategy
experiential component, their value proposition is well suited to is focused on boosting centres’ performance through intensive
maintain its appeal in the new retail landscape, where the fight management, investing in its current schemes and expanding its
for consumers’ time is a reality. Carlos González is convinced portfolio through selected opportunities. Its strategic alliances
of it. He is Managing Director of NEINVER, with first-class partners have become an additional path in this
“Our outlet portfolio which currently operates a portfolio of 18 strategy. Neptune’s portfolio, its joint venture with Nuveen Real
has showed excellent outlet destinations in six countries. Estate, totals 15 assets including one centre under development.
In June this year, NEINVER strengthened its leadership in the
“Our outlet portfolio has showed
results in the past years excellent results in the past years driven Polish market with the incorporation of its fifth outlet centre
driven by our intensive by our intensive management model.” in the country, Silesia Outlet. NEINVER’s portfolio is growing
However, he explains that: “We can’t take
with two developments in place and the objective is to double
management model” the consumer for granted. Innovation its GLA in the next five years through new developments,
to maintain a much curated experience acquisitions, expansions or management through third-part
adapted to consumer trends and expectations are vital today.” agreements. In autumn 2020, the company will open Amsterdam
Indeed, the company has a proven track-record in increasing The Style Outlets, its first outlet centre in the Netherlands, AMSTERDAM THE STYLE OUTLETS
the value and the performance of each of its outlet centres, which has already committed over 70 per cent of the GLA Amsterdam, Netherlands
with an average occupancy rate of 97 per cent and many of in the pre-leasing phase. Besides the new major development
them completely let. Brands sales at its outlet portfolio rose by in Amsterdam, the company will open in spring 2021 a luxury refurbishment at Vicolungo The Style Outlets near Milan, Even today, the company continues to spend a lot of
eight per cent during the first six months of the year. outlet destination in the French Alps, its second outlet centre in whilst refurbishment work has started at two of it’s The time identifying new factors that drive value for its brands
Maintaining a strong relationship with brands has always the French market. Moreover, NEINVER has set up plans for the Style Outlets centres in Madrid, Getafe and San Sebastian and customers, and González says that listening to them
been a key priority for NEINVER, which has allowed the development of a retail park next to FACTORY Ursus in Poland. de los Reyes, with an investment of €10M. For the company, is a key aspect. Since they opened their first outlet centre,
company to have over 600 brands, with some of them At the same time, the business is focused on increasing maintaining high standards of customer experience in the NEINVER has continuously invested in the quality and
present in its entire portfolio. González explains that this is performance through the refurbishment of several of the centres requires a continuous and savvy process of changes shopping experience of its assets, including aspects such as a
even more important today: “Thinking as retailers implies assets in the portfolio. In Italy, NEINVER is completing a €9M in all important areas. “These changes are going way beyond sustainable architecture, value-added services, diverse dining
a fresh coat of paint but intend to improve the entire options and the implementation of new technologies.
atmosphere of the centres, increase footfall and sales, attract “NEINVER has always been characterised by its innovative
ALPES THE STYLE OUTLETS new tenants and increase dwell-time,” González explains. DNA and the continuous adaptation to the market needs, an
Valserhône, France
Last year, NEINVER completed the Phase 2 extension of Halle important value in an industry that evolves so quickly.” Looking
Leipzig The Style Outlets in Germany, increasing commercial forward, the company has defined a strategical approach
space to 18,000sq m. Beyond the entry of new brands, the based on four pillars to continue increasing its centres’
extension of the centre allowed the introduction of more dining value proposition: strengthening the centres as destinations,
and leisure options and additional services for shoppers. The increasing the newness component, leveraging customer
result was a 22 per cent increase in visits and 32 per cent in sales knowledge and providing a ‘phygital’ journey to visitors.
by the end of 2018, and 2019 results are following suit. “One of the greatest challenges in today’s retail business
“Outlet centres have proved that they are not competing in is that we must now compete for consumers’ time, and this
a second-tier environment. This is evidenced by some premium requires a deep customer-focus on every decision we make,”
brands using this channel to enter a new market or the exclusive he concludes. “We must identify the consumer through any
openings of fine-dining options, such as the new smart gourmet channel and deliver a consistent and seamless shopping
point by the renowned Italian chef Antonino Cannavacciuolo at experience that is in-line with their expectations,” he concludes.
Vicolungo The Style Outlets,” González explains. www.neinver.com

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