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NEW PlaNNED PROJETS Premium to develop Sicilia Outlet Village SiCiLiA OUTLET ViLLAGE is scheduled to open in March 2010. the project is being developed by Milan-based Premium Retail in Agira (Enna), in the heart of the island’s lakes and castles district. Located at the foot of the highest provincial capital in Italy, at the Dittaino junction on the Palermo-Catania (A19) motorway, Sicilia Outlet Village will be developed in two phases. Phase 1 will comprise 25,000 m 2 of GLA, followed by a 6,000-m 2 phase 2. The center will be served by a vast 2,200-space parking lot, much of it shaded. The centre’s architecture reflects the region’s Sicilian Baroque period, with enhancements that include ceramics and mosaics rendered by the artisans and masters of Caltagirone. Like a true village, the design includes charming Sicilian restaurants, pastry shops, ice cream parlours and cafés set among flower beds, shade trees and pergolas. Sicilia Outlet Village also will feature areas dedicated to recreation for families and children, tourist and information services and community plazas designed to host cultural events and concerts. In addition to designer outlets, the center’s tenancy will include shops displaying Sicilian craftsmanship, foods and wines. Sicilia Outlet Village is strategically located at the geographic center of the island, allowing for fast and easy access from all the major urban centers in Sicily: 20 minutes from Caltanissetta, 30 minutes from Catania, 60 minutes from Agrigento and Taormina and 90 minutes from Palermo. In addition to the A19, the ordinary road network and the railways will guarantee access to and from the center, ensuring that it can be reached in a short time from any direction and generating a catchment area of some 4 million people within a 90-minute radius. The province of Enna sees more than 1.5 million tourists each year, attracted by the artistic heritage that includes the Villa Romana del Casale in Piazza Armerina, named a World Heritage property by UNESCO. Premium Retail, which was founded in 2008 by Stefano Stroppiana and the Percassi Group, handles the design, development, marketing and operation of large luxury retail properties, including such formats as designer outlets, fashion malls, retail parks, theme shopping centers, green shopping centers, luxury malls and other innovative multi-use distribution channels. 18 InternatIOnal Outlet JOurnal Fall 2009 Sicilia Outlet Village, being developed by Premium Retail, is located in the center of the island with easy access to urban centers as well as cultural sites. Promos, irgenre plan new center near Salerno iTALiAN RETAiL DEVELOPERS Irgenre and Promos announced recently the planned development of a Cilento Outlet Village, to open in Eboli, in the Campania Region, close to Salerno. The €80 million scheme, to be funded by Irgenre and managed, marketed and leased by Promos, will be constructed in two phases. The 18,000-m 2 phase 1 will comprise 90 shops and 2,500 parking spaces. A 7,000-m 2 phase 2 will follow, bringing the total project to 25,000 m 2 and 125 tenants. Construction is already in progress, with the opening scheduled for yearend 2010 or early 2011. MAB/Neinver plan honfleur center iN PARTNERShiP with MAB Development, Neinver is planning to develop its first factory outlet center in France. According to Jorge Sánchez Mera, who has been Neinver’s corporate retail director since 2003, the planned scheme is in Honfleur, in Normandy, close to the beach. “France is difficult,” Mera says, “but now we are in the running with McArthur- Glen and Value Retail because we have relationships with more than 600 brands across Europe. The value concept now has acceptance and momentum throughout Europe. Our centers are doing better than ever – double digit increases – so we are more aggressively marketing and leasing our concepts.” With its portfolio of outlet centers in Poland, Portugal, Spain, Italy and Germany, Neinver is quite comfortable branching into the unchartered waters of France with an 18,000-m 2 outlet center. “We believe in becoming locals in each market,” Mera says. “In Poland, 60 of our staff of 60 are Polish; in Italy, 40 of our staff of 50 are Italian; in Spain, 90 percent of 180 people are Spanish; in Portugal, 100 percent; in Germany, 100 percent. Keeping the local flavor is essential.” Honfleur, The Style Outlets will open in Honfleur, France in spring 2011. Site found for first Serbian scheme GVA GRiMLEY Outlet Services will lease and operate what could be Serbia’s first outlet centre. The 30,000-m2 scheme will be in Indija, on a highly visible site on the E75 highway between Serbia’s capital of Belgrade and its second city, Novi Sad. Scheduled to open in the autumn of 2010, the center has a catchment of 3.5 million people within a 30 minute drive. “We’ve opened up new markets for high quality outlet centers throughout Central and Eastern Europe over the past six years,” said Brendon O’Reilly, executive director of GVA Grimley Outlet Services. “This opportunity in the Republic of Serbia is as exciting as they come. It’s a beautiful development in a massive, highly accessible plot in the middle of all the people in a country that doesn’t have enough retail real estate, especially in Belgrade.” Economic growth in the CEE territories continues, O’Reilly said, pointing out that Serbia’s economy grew by 6 percent in 2008. c
By Linda humphers Editor in Chief W hen the owners of the 20-year-old Hornsea Freeport Shopping Village took themselves and the center into administration in June, the event seemed to send shock waves throughout the traditional side of retail real estate. Outlet industry veterans, however, just shook their heads. The Hornsea owners, a group of Manchester lawyers who acquired the scheme for their pension fund from Freeport in March 2005, blamed the recession for poor sales and dropping occupancy at the East Yorkshire scheme. But industry insiders say the problem is more likely the ownership’s inexperience with outlet retailing. And, they say, Hornsea Freeport isn’t indicative of the industry as a whole when many centers and portfolios are enjoying their best year ever (see page 4). “We see a clear trend of non-operator centers failing when professionally managed centers are booming,” says Brendon O’Reilly, director of GVA Grimley Outlet Services, which operates outlet centers in Poland, Denmark, Czech Republic, Bulgaria and Romania. “We track every outlet center in Europe and we’re seeing double-digit growth across all those with professional operators running them.” O’Reilly says that with high street basically in “sale” mode half the year, outlet centers with inexperienced leadership are simply allowing retailers to sell goods at pricing near or equal to full price. “The inexperienced owners don’t understand that outlets must be differentiated from full-price,” he says. “Nor do they know how to bring in management principals and procedures that would attract more shoppers to their centers and help their tenants increase sales. Tenants then blame the landlords; landlords blame the tenants, and implosion occurs.” Authors Sven Buchsteiner, Katharina Waldher and Joachim Will say in their PHaSE 1 PlaNS Hornsea insolvency filled with lessons 2009 FOC Performance Report, “The professionalism of the operator with regard to management and leasing is an essential factor for the success of an FOC, because FOCs are more managementintensive than shopping centers.” Hornsea Freeport was likely a victim, O’Reilly says, of the maturing of the UK outlet sector over the last two decades. As the sector developed, older centers, sometimes less productive, are spun off by their original owners. New investors enter the picture, but they often have little understanding of the industry’s quirks. This worries O’Reilly. “More tenants are producing madefor-outlet product,” he says, “and more off-price retailers are taking up space within centers. These components will dilute the differential between traditional shopping centers and outlet centers in the eyes of the consumers. Outlet specialists have to embrace the issues facing them and influence the investor-owners to act accordingly.” c 20 Planned European Phase 1 Outlet Centers Opening 2010 and 2011 CENTER CiTY COUNTRY DEVELOPER / OPERATOR OPENiNG Le Village des Alpes nimes (bellegarde) France bergerac Estates Limited/ rohleder Lumby retail 2010 Moulin de Nailloux toulouse (nailloux) France Sanoux Sci /advantail 2010 Athens Designer Outlet athens (yalou) Greece mcarthurGlen Europea 2010 Roncade Outlet Gallery venice (treviso) Italy Lefim S.p.a. 2010 La Reggia Designer Outlet naples (marcianise) Italy mcarthurGlen Europe 2010 Pisa Outlet Village Pisa Italy Promos 2010 Norwegian Outlet vestby norway norwegian Outlet 2010 FACTORY Krakow Krakow Poland neinver 2010 FACTORY Warsaw Annopol Warsaw Poland neinver 2010 Timisoara Outlet Village timisoara romania Promos 2010 Ljubljana Outlet Village Ljubljana Slovenia Promos 2010 FACTORY La Coruna Culleredo (La Coruna) Spain neinver 2010 Riverside Place Kendal, Cumbria UK Kendal riverside Ltd./ rohleder Lumby retail 2010 Freeport Outlet Village, Le Cannet nice (Le Cannet des marures) France Freeport 2011 Alsace international Outlet Strasburg (roppenheim) France Freeport 2011 honfleur The Style Outlets honfleur France mab development/ neinver 2011 Neumuenster Designer Outlet hamburg (neumuenster) Germany mcarthurGlen Europe 2011 Montabaur Fashion Outlet Frankfurt (montabaur) Germany Stable International 2011 Gronau Fashion Outlet Gronau Germany Stable International 2011 Wiedemar Fashion Outlet Leipzig (Wiedemar) Germany Stable International 2011 Source: VRN 2009 Global Outlet Project Directory Fall 2009 InternatIOnal Outlet JOurnal 19
Page 1 and 2: COVER STORY Loving Outlet Shopping
Page 3 and 4: PAGE 4 STAFF PETER ShARPE ICSC ChaI
Page 5 and 6: know-how Nobody knows Outlets bette
Page 7 and 8: THE NINE CHIC OUTLET SHOPPING ® VI
Page 9 and 10: Chart No. 2 FOC PERFORMaNCE Where t
Page 11 and 12: Building on strong brands BATAVIA S
Page 13 and 14: Weeks after its June opening, Desig
Page 16 and 17: PlaNNED PROJET UPDaTES Construction
Page 20: OPERaTIONS Gva outlet division laun
Page 23 and 24: Fashion Arena plans expansion DOUBL
Page 25 and 26: Filea Spa’s Mondovicino Factory O
Page 28: The first FASHION HOUSE Outlet Cent

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