Page 34 - RLI December 2019 - January 2020

OUTLET PROFILE | DESIGNER OUTLETS WOLFSBURG

Broadening

Horizons

Opened to the public in December 2007, Designer Outlets

Wolfsburg is Germany’s first purpose-built, city-centre outlet
centre which in the past year has seen the opening of the third

phase of the project. Here, RLI speaks with Outlet Centres
International Managing Director Stephan Schäfer about the centre

and how it continues to reinvent itself 12 years after opening.

he first phase of Designer Outlets Wolfsburg previously best known for Volkswagen and its car manufacturing. With e-commerce and social media clearly now a huge their time spent with us. A great day out “We are asking our guests
was launched over a decade ago in the heart of The launch and continued improvement of the outlet scheme part of the retail and leisure experience, how does the project (or even a long weekend) with friends or to allow for us a share of
a city famous for the iconic VW Beetle and it was has helped to broaden the city’s non-industrial aspects. continue to engage its customers across channels such as family is what serves this additional value
T Germany’s first outlet centre located in a city centre. “Designer Outlets Wolfsburg truly deserves to be referred to Facebook, Instagram and Twitter? and we are in an exceptional position to something that in today´s
Positioned opposite the Autostadt theme park and the as an urban outlet centre. In addition to the unique and modern “We have to be there, where our guests are, and we find offer this to our guests - shopping, dining, world is the most precious
Volkswagen manufacturing factory, the Designer Outlets shopping- and catering-experience we offer, our guests also have our guests online and especially on social media platforms. entertainment, hospitality, sports and
Wolfsburg (DOW) serves as a connecting element between access to an unparalleled mix of leisure and entertainment venues There we can interact with our urban customers and get real- events – it’s all here,” says Schäfer. for a lot of people - time”
the Autostadt and the city centre high street shopping. – all in walking distance from our centre,” Schäfer explains. time feedback. These channels are very important, but we do Looking ahead, what does Schäfer
“Over the last year we have opened the third phase of the Within walking distance to the outlet, DOW offers access to the not see “online” as the enemy because of e-commerce etc. feel are the key priorities for Designer Outlets Wolfsburg? Is it
project, which brings the centre’s overall GLA to 22,000sq m Volkswagen Autostadt (Germany´s second largest visitor attraction), Instead we try to utilise these channels for us and ensure we increasing the catchment area of the centre? Is it a renewed focus
and makes it one of the five largest outlet centres in Germany,” the Volkswagen Arena, which is home to top Bundesliga football club have personal contact with our guests and deliver a unique on national tourism? Finally, what challenges lie ahead?
explains Stephan Schäfer, Managing Director of Outlet Centres VfL Wolfsburg, a ten-screen multiplex cinema, five hotels (including and urban shopping experience,” explains Michael Ernst, “With our catchment area including cities like Hanover,
International. “In addition to Dean & David and Starbucks, the a five-star Ritz-Carlton hotel), the Eis Arena Wolfsburg, home to Centre Manager of Designer Outlets Wolfsburg. Brunswick, Magdeburg, Goettingen (which is known for its
catering offer has been enlarged with the first Frittenwerk professional ice hockey team Grizzlys Wolfsburg, the internationally When discussing how the centre will remain innovative university) and Kassel (which is known for Bergpark Wilhelmshöhe,
restaurant in an outlet centre. Not only did we manage renowned Kunstmuseum art gallery, northern Germany’s largest and relevant, Schäfer feels that providing a unique guest which is a UNESCO World Heritage Site), we are working
with the opening of phase 3 to attract fine new brands such indoor water fun park, a 20-lane bowling centre and a Zaha-Hadid experience that connects seamlessly the shopping, dining towards motivating our guests to visit the centre more often, as
as Scotch & Soda and Guess, but we also opened a brand designed Phaeno experience centre. and entertainment offers will attract guests from a further both seasonal and promotional events are gaining importance in
new Polo Ralph Lauren store and Germany´s largest Rituals The urban location of the BREEAM “good” standard catchment and will also set the centre apart from other online attracting guests several times during a year,” explains Michael Ernst.
Cosmetics outlet, while Nike, Puma and several other stores certified centre is conveniently accessible by all means of and brick-and-mortar shopping venues. “We are working together with local partners like Autostadt
have undergone a full store re-fit.” transportation, may it be car, coach or high-speed train. “We are asking our guests to allow for us a share of something and Phaeno to attract more national and international tourists
Anchor tenants on-site now include Abercrombie & Fitch, The centre is located just under 15 minutes off the A2 that in today´s world is the most precious for a lot of people - time. to the centre and we are excited about the future ahead,”
Adidas, Calvin Klein, Coach, Michael Kors and Tommy Hilfiger, motorway, which is the main east-west traffic-artery connecting Guests will only allocate time in their busy, multi-optional schedules concludes Schäfer.
an impressive list for a centre positioned in a city that was Germany to central Europe. for our centre if we manage to add an additional, special value to www.designeroutlets-wolfsburg.de

DECEMBER 2019 / JANUARY 2020 RETAIL & LEISURE INTERNATIONAL 35