NEINVER, the second-largest operator of outlet centers in Europe (ranking ICSC 2012), has joined the three outlet centers that manages in Madrid up to The Style Outlets European platform. This project means the total implementation of The Style Outlets brand in Spain, after the incorporation of Seville in 2011 and the opening of Coruña The Style Outlets in 2011, in the context of the business strategy of the Group of adapting to the current needs of the outlet sector and consumer tendencies.
“Almost two decades ago we were pioneers in the introduction of the outlet concept in Spain through the Factory brand. Nowadays this outlet concept has evolved towards a quality and smart shopping experience. The Style Outlets is an innovative concept that responds to these new consumer demands and tendencies through a transversal commercial offer with added value services”, quotes Eduardo Ceballos, NEINVER Southern Europe Director.
This project has become a €5.5 million investment and it has required the refurbishment and adjustment of the centers that NEINVER manages in the cities of Las Rozas, Getafe and San Sebastian de los Reyes to the values that define The Style Outlets; a sustainable architecture, a better commercial mix and a close relationship between art and local culture.
This investment has included, among other things, a new conception of the aesthetic, functionality and efficiency of architectural spaces; an improvement of the interior and external materials including the furniture of the common areas. The Style Outlets centers in Madrid have a new lightening system that will have an effect of 70% energy savings; improved children areas and the permanent sculptural exhibition ‘Babel’ by Jaime de la Jara, a recognized artist from Madrid.
Customers will also be able to find new services that will contribute to improve their shopping experience; areas with WIFI to guarantee connectivity to visitors; availability of a full time fashion stylist through a smart phone application and an online platform that will allow users to check and share fashion tendencies anywhere at any time.
The investment required in the three centers in Madrid confirms the business strategy, to seek European leadership in the outlet sector, which will be strengthened in Spain by the development of Viladecans The Style Outlets, the first project of NEINVER in Catalonia. It will become an €80 million investment and it will create 1,000 jobs.
Viladecans The Style Outlets has a strategic location as it is within 10 minutes from Barcelona city centre, between the C-32 and the railway, and within 10 minutes distance from the international airport of El Prat and the sea port. The future outlet will have 25,000 m² of gross lettable area (GLA), 150 units and a parking lot with almost 1,500 spaces. It will start to be built in 2014 and it is scheduled to open at the end of 2015.
The Style Outlets, a successful concept
The Style Outlets is a European platform ‘best in class’ that offers clear advantages for both, the consumers and the brands. For consumers it offers a wider transverse commercial mix that ranges from national and international premium brands to luxury brands. For international operators it has become an international platform with 10 outlet centers and over 228,000 m² of GLA that allows them to enter new markets and guarantees a unique and efficient management.
The success of this concept has supported by the number of repeated visits to the centers, with an average number of visits between 13 y 15 times per year, and a conversion rate of 75%, which basically means that two out of each three people who come to the centers actually purchase things.
NEINVER has evolved to focus its business strategy on the retail industry, in particular in the outlet sector. The Group is currently the second-largest operator of outlet centers in Europe. It manages 15 centers of a total of 312,600 m² of GLA, 1,500 shops and over 900 national and international brands.