Hugo Boss opens its first Factory Outlet Centre in Denmark at Premier Outlet Centre Ringsted, managed and operated by GVA Grimley Outlet Services, on Friday March 20.
The Hugo Boss brand has been offering an innovative and stylish clothing range since the 1970s and leads their sector with original design and ground-breaking brand extensions. This opening is part of the continued success in a well planned and managed move into new markets, expanding the brand reach.
David Carver, Head of Leasing, GVA Grimley Outlet Services explains: 'Premier Outlet Centre Ringsted is Denmark's first purpose built Designer Outlet development and only opened in 2008. The dedicated factory outlet concept is a new one for Denmark and, like the rest of Europe, sees manufacturers and retailers selling quality branded products directly to the consumer at highly discounted prices. The response in Denmark has been fantastic, drawing from very wide catchment area.
He continues: "For well known brands like Hugo Boss, the three main factors when moving into any new market with a full price or Outlet offer are: a new and hungry marketplace; the right location; and the ability to provide a fantastic consumer offer. Premier Outlet Centre Ringsted offers everything that Hugo Boss needed. It has an exceptional location a short drive from Copenhagen, a market that has welcomed the Outlet concept and a great brand line- up to attract consumers. This will only be enhanced by adding Hugo Boss to the offer."
Brendon O'Reilly, Director, GVA Grimley Outlet Services explains: "Outlet centers enable brand owners to offer excess and end-of-season stock in a controlled way, at 30-70% below the regular retail prices, thus protecting the brand owner and the high street. With the high street suffering, the need to provide a profitable route for selling off increasing levels of surplus stock is even more important. The Outlet sector is bucking the recession and in many cases shows a year-on-year growth in sales."
He adds: "It also opens a new market for the brand as a different type of buyer goes to the Outlet centre, in comparison to the 'high fashion' stores in the city, increasing the total sales of the brand."
Hugo Boss recognizes the benefits of this strategy and has taken a lease on a 400-m² unit at Ringsted Boss joins existing tenants including: Nike, Levi's, Calvin Klein Underwear, Wolford, Puma and Reebok. Danish brands at the factory outlet include: Samsøe & Samsøe, Friis & Co, and Modström.
Premier Outlet Centre Ringsted covers 13,200 m², with 60 retail units ranging from 50 m² to 1,000 m². It also includes restaurant facilities and 1,000 parking spaces.
Source: GVA Grimley
