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Malmo Designer Village
Skåne County, Sweden
Developers: Rioja Estates, Osborne+Co

GILES MEMBREY, MANAGING DIRECTOR – RIOJA want to attract consumers. At Rioja Estates’ new Malmö Designer
ESTATES Village project, as well as looking at sustainable, locally sourced
materials, we are also developing one of the first ground source
First, we had Brexit, then we faced a pandemic, now we have a heat pump systems with solar panelling, as well as providing power
war on Europe’s doorstep. Hopefully the situation in Ukraine will be direct to each unit. Attention needs to be given to operational
resolved soon, but the effects of the conflict will be felt for years, costs too, so in addition, we are looking at water efficient products
maybe decades, to come. So, what does the future hold for outlets? across the scheme along with a wide range of sustainable facilities
Outlets have proven to be very resilient when it comes to the management initiatives such as EV fast charging points.
pandemic: domestic tourism has turned them into destinations My feeling is that going forward visits to outlets are
where, thanks to the easy introduction of social distancing measures, going to become increasingly experiential and this will need
consumers have felt safe. But the situation in Ukraine and the growing to be reflected in every aspect of customer service including
spectre of inflation, pose new challenges. A rise in the cost of fuel and accessibility and public transport (especially with rising fuel costs in
raw materials as a result of the current conflict will have an impact on mind), as well as the recreational, leisure, and food and beverage
any future developments and, although increased inflation tends to offers. It is important to create excitement AND experiences for
have a positive impact, existing outlets will also have to adapt. the consumer.
Sustainability is increasingly important for investors and brands. Undoubtedly there are challenges ahead. Rising costs will need
However, sustainable options are often not the cheapest so any to be offset, potentially through higher prices and increased
increase in fuel, raw materials, or indeed labour costs, will see rental revenue as a result of greater sales density, but we should
sustainable alternatives come under the spotlight even more, be encouraged. Visitor numbers have been on the up and there
even if any increase is relative. Developers, funds, and brands is more and more product going into outlets, which is giving
should also remember that sustainability is becoming more and consumers more choice. Furthermore, there is an increasing
more important to consumers, so my advice to them would be number of investors looking at outlets and more brands coming
that they resist the temptation to value engineer these options into the market. If they adapt, then I believe the future looks very
out of any future schemes, purely on the grounds of cost, if they bright for outlets.

40 RETAIL & LEISURE INTERNATIONAL APRIL 2022