Factory Outlet Centre Overview – 75 Centres...Factory Outlet Centre Overview – 75 Centres Page 2...

Factory Outlet Centre Overview – 75 Centres

Page 2

Factory Outlet Centre Perform

ance European Report – Update of the Survey 2011

December 2011

©2011, CBRE GmbH ecostra GmbH

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Factory Outlet Centre Overview – 75 Centres

75 Analysed Factory Outlet Centres in 17 European Countries

1. Maasmechelen Village - Belgium

2. Designer Outlet Zweibrücken - Germany

3. Wertheim Village - Germany

4. Ingolstadt Village - Germany

5. Marques Avenue LÍle Saint Denis - France

6. Marques Avenue Cote dÓpale - France

7. Marques Avenue Talange - France

8. Marques Avenue Troyes - France

9. Quai des Marques a 15 - France

10. McArthurGlen Troyes - France

11. McArthurGlen Roubaix - France

12. A lÚsine - France

13. Usines Centre Paris Nord 2 - France

14. La Vallée Shopping Village - France

15. Merignac Outlet Centre - France

16. Factory Outlet Athens - Greece

17. Bicester Village Outlet Shopping - Great Britain

18. Cheshire Oaks - Great Britain

19. Lakeside Village Outlet Shopping - Great Britain

20. Royal Quays - Great Britain

21. East Midlands Designer Outlet - Great Britain

22. Livingston Designer Outlet - Great Britain

23. Junction 32 Outlet Shopping Village -

Great Britain

24. Gunwharf Quays - Great Britain

25. Lowry Outlet Mall - Great Britain

26. Junction One - Great Britain

27. Kildare Outlet Village - Ireland

28. Designer Outlet Serravalle - Italy

29. Fidenza Outlet Village - Italy

30. Franciacorta Outlet Village – Italy

31. Castel Guelfo Outlet – Italy

32. McArthurGlen Castel Romano – Italy

33. Fashion District Valmontone – Italy

34. Vicolungo – Italy

35. Valdichiana Outlet Village – Italy

36. Fashion District Molfetta - Italy

37. Designer Outlet Roermond – Netherlands

38. Batavia Stad Outlet Shopping – Netherlands

39. Rosada Factory Outlet – Netherlands

40. Designer Outlet Parndorf - Austria

41. Fashion House Outlet Centre Sosnowiec - Po-land

42. Fashion House Outlet Centre Warsaw - Po-land

43. Factory Wroclaw - Poland

44. Freeport Designer Outlet - Portugal

45. Factory Vila do Conde - Portugal

46. Freeport Designer Outlet Centre Kungsbacka - Sweden

47. Outletpark Switzerland - Switzerland

48. Foxtown Factory Stores Mendrisio - Switzer-land

49. Factory Getafe - Spain

50. La Roca Company Stores - Spain

51. Las Rozas Village - Spain

52. Bonaire Village - Spain

53. Centro San Vicente Outlet Park - Spain

54. Park Avenue Fashion Outlet - Spain

55. Factory Madrid San Sebastian De Los Reyes - Spain

56. Freeport at Excalibur City - Czech Republic

57. GL Outlet Centre - Hungary

58. Premier Outlet Centre Biatorbágy – Hungary

59. Factory Shopping Messancy – Belgium

60. Ardennes Outlet Center – Belgium

61. Fashion Arena Outlet Center – Czech Republic

62. Premier Outlets Center - Denmark

63. Designer Outlet Berlin – Germany

64. Designer Outlets Wolfsburg - Germany

65. Swindon Designer Outlets – Great Britain

66. The Galleria – Great Britain

67. Clarks Village – Great Britain

68. Gretna Gateway Outlet Village – Great Britain

69. Barberino Designer Outlet – Italy

70. Palmanova Outlet Village – Italy

71. Designer Outlet Brenner – Italy

72. Fashion House Outlet Centre Gdansk– Poland

73. Factory Outlet Lubon – Poland

74. Factory Sevilla Aeropuerto - Spain

75. Outlet Aubonne – Switzerland

Content

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Content

Factory Outlet Centre Overview – 75 Centres ............................................... 2

Content .......................................................................................................... 3

Introduction to the Study .............................................................................. 4

History .......................................................................................................................... 4

Approach ..................................................................................................................... 4

Aims ............................................................................................................................. 4

Steps............................................................................................................................. 4

Which centres were chosen? ........................................................................................ 5

Key Data on the 75 Factory Outlet Centres referenced in this Report ....................... 6

Update of the Survey 2011 ........................................................................... 9

Methodology and Procedure ....................................................................................... 9

Performance of the selected Factory Outlet Centres in Europe ................................. 11

Countries with Future Potential for Outlets in Europe ............................................... 23

Important Factors for Renting a Store in an Outlet Centre ....................................... 25

Factory Outlets in the Brands’ multi-channel Strategy ............................................. 27

Update of the Survey 2011

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Performance of the selected Factory Outlet Centres in Europe

To evaluate the performance of the FOCs in Europe the following question was put to the manufactur-

ers and licensees:

"How satisfied are you with the revenues generated by your outlet store in the following centres

as compared to other FOCs, in which you are represented? Please rank the level of performance

for the specific outlet store in the respective centre on the basis of the range shown in the follow-

ing list, from 1= very good to 5= inadequate."

Below is a list of the results of the survey of the individual FOCs, whereby the FOC with the best average

grade has been assigned 1st place in the ranking and the FOC with the worst average grade, last place.

There were less than 3 responses from tenants for a number of the FOCs selected for this survey. While

these centres have been separately listed at the end of the results, they were not included in the ranking

list. We would like to note that for specific FOCs there was little feedback and therefore the statistical

basis for evaluation was minimal. The individual results of the ranking are, therefore, in some case

merely indicative and do not claim to be representative of the FOCs particular position in the ranking.

The results of the survey of tenants of outlet stores in the selected European FOCs can be summarised

as follows:

� In contrast to the number of 79 participants last year, the number of respondents was raised by

another 18 % to a total of 93 %. Amongst other things, this can be put down to the interest in

the results of the study as well as to the implementation of the highly accepted online-

questionnaire.

� The representativeness of the answers in this update is even higher than in the survey of the

preceding year. This can be put down to the higher number of participants, but it is also due to

the fact that various participants are responsible not just for one but for several brands (140

brands). Thus, the actual number of brands on which the responses are based is significantly

higher than the number of answered surveys alone. One participant, for instance, is responsible

for a total of five brands.

� Regarding the development of the 2011 Top 10 centres 8 of the centres were already ranked in

last year’s Top 10 and even 5 of them held these positions in 2009. Despite this ostensible con-

stancy there had been significant movements in the ranks.

� Out of all 75 centers that were included in the assessment, a total of 30 could improve their

rank compared to the preceding year. The current front runner (Designer Outlet Roermond)

improved its position, moving from rank 4 (2010) to the top position, which it already held in

2009, “Bicester Village”, last year’s No. 1, lost one rank and fell down to No. 2.

� Some selected centres like the “Fashion House Centre Gdansk” (rank 6), “Quai des Marques

Bordeaux” (rank 13), “Lakeside Village Outlet Shopping” (rank 14) and the “Factory Madrid

Getafe” improved their rankings significantly. It is important to point out that the before men-

tioned centres only received relatively few responses. E. g. “Factory Madrid Getafe” only re-

ceived 8 responses. This generally lowers the representativeness of the respective results.

� 25 centres received lower and in some cases even significantly lower results. 4 centres re-

mained on the same level in the previous year.


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� The fastest upward mover compared to the preceding year was the outlet centre “Factory Ma-

drid Getafe” in Spain. The centre improved its position from rank 66 (2010) to rank 15, which

represent a statistical leap of 51 ranks.

� The most significant fall from heights experienced the “Palmanova Outlet Village” in Aiello de

Friuli, Italy. The centre dropped by 19 ranks from rank 30 (in 2010) to rank 49 in 2011.

� The established operators Value Retail and McArthurGlen dominate once again the Top 10

ranking. In contrast to last year’s ranking Value Retail has taken over the lead. They have now

5 centres in the Top 10. Their competitor McArthurGlen is represented by 4 centres in the Top

10 of 2011. Although McArthurGlen lost the role as the dominant operator in Top 10 for this

year they recaptured the No. 1. with their centre “Designer Outlet Roermond”. The single “exot-

ic” in this oligopoly is the “Fashion House Outlet Centre Gdansk” which is operated by Fashion

House Managment which holds rank 6 in the Top 10.

� The first excitement for McArthurGlen’s “Designer Outlet Berlin” seems to have passed. The

centre, last year one of the highest new entries (rank 13) dropped out of the Top 20 on rank

28.

� Apart from the Top 10 the centres of the Spanish operator Neinver could significantly improve

their positions (e. g. Factory Madrid Getafe, Factory Wroclaw). “The Style Outlets Zweibrücken”

almost reached the level to the Top 10 by improving two ranks from rank 13 to rank 11. De-

spite this very good development also one of Neinver’s centres experienced significant drop.

“The Style Outlets” in Vicolungeo (Italy) lost 15 ranks and dropped from rank 9 (2010) to rank

24 in 2011.

� The village style outlets are once again the best performing locations. 9 of 10 of this year’s Top

10 are “village”. The only centre which is a mall-type centre is the “Fashion House Outlet Cen-

tre Gdansk”. This is due to the weather, inside the centre takes up the impressions of the old

town of Gdansk.


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RRRRANKANKANKANK NNNNAMEAMEAMEAME LLLLOCATION OCATION OCATION OCATION (C(C(C(COUNTRYOUNTRYOUNTRYOUNTRY)))) OOOOPERATORPERATORPERATORPERATOR

VVVVARIATION IN ARIATION IN ARIATION IN ARIATION IN

PPPPLACLACLACLACEEEEMENTMENTMENTMENT 2011 2010 2009 2008

30303030 32 - - Outlet Aubonne Aubonne (Switzerland) Inter IKEA Centre Switzerland AG

+2

45454545 47 ** ** East Midlands Designer Outlet

South Normanton (United Kingdom) McArthurGlen +2

21212121 21* 16 21 McArthurGlen

Troyes Pont Sainte-Marie (France) McArthurGlen 0

48484848 48* ** ** Livingston Designer Outlet

Livingston (United Kingdom) McArthurGlen 0

57*57*57*57* 57* ** ** Royal Quays North Shields (United Kingdom)

Waxy Manage-ment

0

57*57*57*57* 57* - - Sevilla Factory Dos Hermanas (Spain) Unibail Rodamco 0

2222 1 5 1 Bicester Village Outlet Shopping

Bicester (United Kingdom) Value Retail -1

3333 2* 2 5 Designer Outlet Serra-valle

Serravalle (Italy) McArthurGlen -1

8888 7 15 13* Ingolstadt Village Ingolstadt (Germany) Value Retail -1

9999 8 12* 7 Wertheim Village Wertheim (Germany) Value Retail -1

36*36*36*36* 35* 10* ** Fashion House Outlet Center Sosnowiec

Sosnowiec (Poland) Fashion House Management

-1

36*36*36*36* 35* ** ** The Style Outlets Movidas / Vila do Conde (Portugal) Neinver -1

7777 5 7* 10 Castel Romano Designer Outlet

Castel Romano (Italy) McArthurGlen -2

10101010 6 14 9 Designer Outlet Parndorf Parndorf (Austria) McArthurGlen -4

52*52*52*52* 48* - - Factory Poznan Lubon (Poland) Neinver -4

60606060 56 ** ** Junction One Interna-tional Outlet Shopping

Antrim (United Kingdom) Realm -4

33333333 28 - - Barberino Designer Outlet

Barberino di Mugello McArthurGlen -5

36*36*36*36* 30* 17* ** Franciacorta Outlet Village

Rodengo Saiano (Italy) Premium Retail -6

42424242 35* ** ** Factory Madrid San Sebastian

San Sebastian de los Reyes (Spain) Neinver -7

31*31*31*31* 21* 22 24 Kildare Outlet Village Kildare (Ireland) Value Retail -10

29292929 17* 24 13* Fashion District Valmon-tone

Valmontone (Italy) Fashion District -12

47474747 35* ** ** McArthurGlen Roubaix Roubaix (France) McArthurGlen -12

24*24*24*24* 9 - - The Style Outlets Vico-lungo

Vicolungo (Italy) Neinver -15

28282828 13* - - Designer Outlet Berlin Wustermark (Germany) McArthurGlen -15

18*18*18*18* 2* 10* ** Cheshire Oaks Designer Outlet

Ellesmere Port (United Kingdom) McArthurGlen -16

35353535 19 21 15 Foxtown Factory Stores Mendrisio

Mendrisio (Switzerland) Studio Silvio Tarchini

-16

51515151 35* 31 27 Fashion District Molfetta Molfetta (Italy) Fashion District -16

34343434 17* 20 ** The Style Outlets Castel Guelfo die Bologna (Italy) Neinver -17


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RRRRANKANKANKANK NNNNAMEAMEAMEAME NNNNUMBER OF UMBER OF UMBER OF UMBER OF RRRRESPONESPONESPONESPONSSSSESESESES

BBBBEST EST EST EST

GGGGRADERADERADERADE WWWWORST ORST ORST ORST

GGGGRADERADERADERADE AAAAVERAGE VERAGE VERAGE VERAGE

GGGGRADERADERADERADE 2011 2010 2009 2008

57*57*57*57* 57* - - Sevilla Factory 4 3 5 4,00

60606060 56 ** ** Junction One Interna-tional Outlet Shopping

4 4 5 4,25

** 62 ** 17* Marques Avenue L’lle Saint Denis

1 2 2 2,00

******** ** ** ** Lowry Outlet Mall 1 2 2 2,00

******** 23* ** ** Freeport Designer Village 2 2 2 2,00

******** 23* ** ** Quai des Marques a 15 2 2 3 2,50

******** 61 17* ** Marques Avenue Troyes 2 2 3 2,50

******** 35* ** ** Usine Center Paris Nord 2 2 1 5 3,00

******** 11* ** ** L’Usine Roubaix 1 3 3 3,00

******** 52* - - Gretna Gateway Outlet Village

2 3 3 3,00

******** ** ** ** Factory Outlet Airport 1 3 3 3,00

******** ** ** ** Bonaire Outlet Village 2 2 4 3,00

******** 11* 17 ** Park Avenue Fashion Outlet

2 3 3 3,00

******** ** - - L´ Ardennes Outlet Center 2 3 4 3,50

******** ** ** ** Centro San Vincente Outlet Park

1 4 4 4,00

******** ** ** ** GL Outlet Center Törökbálint

1 5 5 5,00

******** ** ** ** Outletpark Switzerland - - - -

* = the identical assessment with another FOC led to a double occupancy in the range ** = FOC could not be included in the ranking because it received less than 3 assessments


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Countries with Future Potential for Outlet StoresCountries with Future Potential for Outlet StoresCountries with Future Potential for Outlet StoresCountries with Future Potential for Outlet Stores –––– Comparison Comparison Comparison Comparison 2010 and 20112010 and 20112010 and 20112010 and 2011

ImpressionImpressionImpressionImpression Batavia StadBatavia StadBatavia StadBatavia Stad

Source: CBRE CBRE 2011


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DistributionDistributionDistributionDistribution----Channels of the Brands and Manufacturers 201Channels of the Brands and Manufacturers 201Channels of the Brands and Manufacturers 201Channels of the Brands and Manufacturers 2011 and 2010 in %1 and 2010 in %1 and 2010 in %1 and 2010 in %

The question „What role do FOCs currently play for your brand in your multi-channeling strategies?“

was answered as follows. The participants could give ranks from 1 (=very high importance) to 5 (= very

low importance). The average rate 2.5 (2.8 in 2010) shows the growing importance of FOC in their

multi-channel-strategy.

ImportanImportanImportanImportance ce ce ce of FOCs in the Multiof FOCs in the Multiof FOCs in the Multiof FOCs in the Multi----ChannellingChannellingChannellingChannelling StrategiesStrategiesStrategiesStrategies

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