Via Outlets has strong 2023 as outlet shopping demand stays buoyant

Via Outlets, the European Outlet malls operator, said that brand sales at its centres leapt by over 11.5% to a record €1.36 billion in 2023, “driven by a 7.5% jump in footfall and extensive remodelling and re-merchandising projects across the portfolio”.

The business has been Continental Europe’s fastest-expanding owner-operator of premium fashion outlets by gross lettable area over the past decade, and footfall across the 11 destinations in nine European countries exceeded 30 million visits last year. 

The company said that “consumers’ growing preference for the outlet format and its superior overall shopping experience, together with the better value-for-money it offers compared to traditional full-priced retail, especially during economically challenging times, contributed to the strong uptick in performance”. 

As for those re-merchandising deals, there were over 360 of them “as brands followed consumer spend by gravitating towards outlet centres, including further expansion of internationally recognised brands such as Boss, Puma and Michael Kors across the portfolio”. 

And the group’s Via Outlets Fashion Club loyalty programme saw a near 20% leap in new sign-ups taking membership through the two million barrier to reach 2.2 million members at 2023 year-end. 

CEO Otto Ambagtsheer, said: “The attractiveness of our destinations has been affirmed by the strong demand from new brands to join our retail line-up and numerous existing brands expanding their presence across our portfolio, bucking the difficult market conditions experienced in much of the full-price retail segment. 

“Our strategy is proving its worth, and we can expect further growth to be delivered through an extensive pipeline of expansion and remodelling projects with constructions due to start in 2024. 

“The Fashion Club is also becoming an increasingly important part of our operating model, providing members with benefits and discounts, while offering unique insights into guests’ purchasing behaviours so we can better tailor our retail experience.”