Page 42 - November 2020

OUTLET PROFILE | NEINVER

Leading The Way

A leading outlet specialist with 25 years’ experience in the

industry, NEINVER is a Spanish multinational company
specialised in managing, developing and investing in commercial
and logistics properties. Here, RLI sits down with Carlos

González, Managing Director at NEINVER to discuss how the
company has maintained its position in these challenging times

and what is on the horizon in the coming months. AMSTERDAM THE STYLE OUTLETS
Amsterdam, Netherlands

ounded in 1969, NEINVER is the leading first outlet development in the Greater Amsterdam area and an exciting line-up of 15 new brands and 10 store extensions, The strategy of the company is to continue increasing
manager of outlet centres in Spain and Poland, also the first in the Randstad region, one of the wealthiest, new relaxation areas and new spaces that are both more their assets’ value proposition and strengthen the centres as
and the second largest in Europe and has two most populated regions of Europe, with over 12 million comfortable and attractive to visitors. destinations whilst taking into account the context in which we
F outlet proprietary brands: The Style Outlets and people living within a 90-minute drive. “This year we also completed the restyling works at are living. In recent months, they have noticed that consumer
FACTORY. Today, including their development pipeline, they From the outset, the idea behind the scheme was to Vicolungo The Style Outlets in Italy, including the renovation behaviour has changed rapidly and that the shopping experience
manage 18 outlet centres, five retail parks and more than create an upscale destination, combining an exclusive of the main square, the entrances, the facades, the street now combines three elements: safety, product and price. As often
800 brands in six European countries: France, Germany, Italy, commercial mix, varied dining offer with top guest services furniture and the canopies. Moreover, we developed happens during crises and downturns in consumption, purchases
Poland, Spain and the Netherlands. in an appealing ambience, with a village design inspired by new spaces for children such as an indoor play area with tend to be more rational. Shoppers look for promotions and
In recent years, the company has established alliances traditional Dutch architecture. professional educators and the ‘Kinder Joy of Moving Park’, a discounts that allow them to make the most out of their money.
with first-class partners and international investors who In line with the company’s commitment to sustainability, unique playground occupying 1,700sq m that was born from “On the brand side, retailers have accumulated excess
value the Group’s experience in the sector, their specialised the centre obtained the BREEAM New Construction a collaboration with the Municipality of Vicolungo and the inventory during the pandemic, so the outlet channel becomes
management model and proven track record. This has certification in the design phase. In fact, NEINVER certifies Ferrero Group,” explains González. a vital part of their distribution strategy. In this context, our
positioned NEINVER as a strategic partner for managing, all its new developments under this certification and, once Innovation, specialisation and flexibility have always been main challenges are supporting brands’ strategies and daily
developing or acquiring outlet schemes across Europe. under its management, under BREEAM In-Use and four ISO NEINVER characteristics and these have become even more needs with individual and flexible solutions and making sure
“Despite this being the most challenging year most of us Standards (9001, 14001, 45001 and 50001), implementing important in recent times. Its innovative DNA and continuous that consumers feel confident about coming to our centres
have ever faced, we have been able to advance with key also sustainability criteria during centres’ refurbishments. adaptation to market needs are important values in an industry under the strictest safety measures,” González explains.
projects such as the construction of Amsterdam The Style Back in September, NEINVER completed renovation that is changing so quickly. In seeing how the current social “The impact of the pandemic on the future physical retail
Outlets in the Netherlands and the refurbishment of Getafe works of Getafe The Style Outlets. This is one of the distancing measures, travel limitations and restrictions in place are landscape remains to be seen, but it is likely that many of the
The Style Outlets in Madrid, following strict safety measures,” strongest centres in their portfolio, which continues to rapidly changing consumption patterns and retailers’ strategies, trends we have witnessed this year are here to stay. Preparing
explains Carlos González, Managing Director at NEINVER. record outperforming results year after year. The recently the company is thinking creatively to resolve each challenge by for the future will require having the necessary channels in
Amsterdam The Style Outlets, their first centre in the finished renovation ensures that the new asset remains continuing to be customer-centric, understanding brands’ needs, place to embrace the new ways of shopping, listening to our
country, opens on the 26 November and the project is the competitive, modern and value-adding. They have introduced maximising value for their investment partners and creating long- consumers, establishing a deep connection with them and
term value for the communities in which they operate. having an agile structure that allows for quick adaptations to
Social media and other digital channels have become key change,” concludes González.
channels in their strategy to connect and engage with consumers www.neinver.com
and to build relationships that go beyond visits to the centres.
This year the business has bolstered its strategy across these
channels and during lockdown they proved to be an extremely
useful platform to connect with shoppers, build brands and
inspire engagement, even when people could not visit their
centres. “In past years, we have made a significant investment
in digital technology to reach more consumers in an efficient
way. We have been strengthening our ‘phygital’ approach, aimed
at providing a consistent, immediate and interactive customer
experience to our visitors in all channels,” González says.
Building and maintaining strong and mutually beneficial
partnerships with brands in its portfolio has always been
part of the NEINVER offer. Throughout the years, they have
developed a long-term commitment and mutually beneficial
relationship with our brand partners, understanding and
supporting their strategies and managing their overstock,
based on flexible and individual solutions. This crisis has
highlighted how important this relationship between retail
tenants and operators is.
VICOLUNGO THE STYLE OUTLETS GETAFE THE STYLE OUTLETS
Madrid, Spain
Milan, Italy NOVEMBER 2020 RETAIL & LEISURE INTERNATIONAL 39