VIA Outlets, Europe’s leading owner-operator in redefining the outlet shopping experience by announcing the launch of its new, sustainable pop-up initiative to be called the ‘Re.Love’ pop-up store.
The concept is part of VIA Outlets’ wider strategy with the ambition to go “Beyond Sustainable” and create an even more positive and regenerative approach to outlet shopping. It will be the first ever pop-up store from VIA Outlets offering sustainable collections and initiatives from existing brands and new brand partners.
The first store opened in Freeport Lisboa Fashion Outlet on 3 September, with the second opening in Batavia Stad Amsterdam Fashion Outlet mid-October – with each store open for three months.
The Re.Love launch is part of VIA Outlets’ overall mission to redefine outlet shopping, in particular providing their guests with a more sustainable and premium shopping experience. The store is launched in a bold move to promote existing and new VIA Outlets brand partners’ sustainability efforts, making them more visible to consumers whilst raising awareness and informing visitors about the company’s wider sustainable initiatives and the many ways in which they can contribute to a more sustainable future for fashion. The Re.Love store will host sustainable collections from brands such as Karl Lagerfeld, Desigual, United Colors of Benetton, Hugo Boss, Bottletop, LoveBrand, Osklen, Pepe Jeans, Tommy Hilfiger, Not-Yet-Famous , A-line, WeTheKnot, Foursoul, and many others. Guests will also have the opportunity to rent/buy from luxury 2nd hand brand Trend Circle, selling brands such as Prada, Chanel, Balenciaga, Gucci and Dolce & Gabbana.
Geert Paemen, Group Sustainability Director at VIA Outlets, commented: “We are delighted to pioneer this new sustainability initiative, which complements the ambitious environmental targets we have set for our centres and highlights the important efforts being made by our brand partners in this field. As part of the Re.Love launch, we also ignite a new partnership with Zero Desperdicio* – which has developed a textile waste tracking platform to help fight consumer waste – in Portugal, closing the loop on a more sustainable future for fashion and our role in it. In the Re.Love pop-up store they will weigh all clothing donations from our guests and inform them about their positive contribution to the planet.”
