outlet, un'idea made in varese - CCIAA di Varese

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It was in the year 1992 that the sign “Freeport” appeared on the wall of the big store
Lindt of Cassano Magnago, just in front of the subway Milan-Varese. This was the
beginning of a new époque. Thanks to Freeport an outlet was opened for the first time,
inaugurating a commercial solution that rapidly became very successful everywhere. The
author of this great revolution comes from Varese. Her name is Caterina Carletti, now
university professor in Switzerland and president of the Voltorre Cloister.
You invented the outlet in Italian style…
«I am not in the habit of taking the credit for new ideas. The only one who could do it
was Leonardo Da Vinci. I developed the idea of the outlet together with other people, with
whom I shared several objectives. The big store situated in front of the subway
(Autostrada dei Laghi) offered this opportunity. This was a simple Lindt store, but several
customers thought it was a chocolate factory. We played on the attractiveness of its
location and decided to open a point of sale based on several atypical elements, that is a
wide range of branded products, food or not ones. The prices were competitive. You had
to ask the card of the outlet to become its customer. In other words this outlet mixed
several commercial concepts: It was a cooperative store, but also an outlet and a club for
purchases. Besides the outlet’s opening and closing times satisfy every type of need. It is
opened till late, every day of the week. This initiative reminded the American
Shoppertainment, that combined shopping with entertainment…».
This idea was particularly appreciated by customers, that were inspired by similar initiatives.
As chance would have it, some years later the outlet FoxTown opened in Mendrisio.
In spite of this Freeport closed in 2000. Why?
«Lindt needed the rooms used by Freeport. Therefore we had to move. We needed a wide
area (about 4 thousand square metres). We entered into negotiations with other subjects
operating in our land, but we could not reach any agreement. In other words no one
wanted us. Therefore as it opened the outlet rapidly disappeared…».
Why did no one take into account the high number of customers that Freeport
could attract?
«In fact no one considered it. We were a nuisance and a lot of people were happy when we
closed the outlet. This latest formula is nowadays well-tested. But in that period it was not
particularly known, especially in our land. Therefore it caused several worries. The outlet
was seen as a frontal attack to traditional commerce. With reference to its attractive and
multi-branded space, as well as to its enviable turnover, this prejudice reflected Freeport
completely. In reality the situation was and still is very different. Studies on the matter
demonstrate that different distributive schemas can perfectly be integrated. Moreover many
experts notice that the outlets favoured the commercial re-launch of many areas, promoting
small and very small distribution too. The reason is clear. The function of the outlet is to
educate customers. Thanks to its wide choice and to its discounted prices this commercial
system induces the customer to buy branded products, that are generally not accessible to
many people. In this way the outlet develops a customers’ purchasing culture, that gives
benefits to the other shops of the area too. It is clear that the advantage can be collective
only if all operators adapt to a higher qualitative standard».
If compared with that period we can say that trade is now deeply changed…
«This observation forces me to change my professional position. Now I do not speak as
entrepreneur, but as university professor. In my opinion Internet has completely changed
the concept of competitiveness and made every rearguard effort be useless. I refer to those
Outlet, a “Made in Varese” idea
struggles aimed at protecting small trade from notorious brands. Today the
only way to remain in the market is to bet and invest in our peculiarities and
excellences. In fact people that really have the possibility to protect the
excellence often take the responsibility of their failures on the others.
Nowadays commerce is one of the main weapons of a land. Politics should
always include commercial vocation in a wider strategic plan, able to
improve and promote the trade activities of the historical centres. This could
be a far-seeing approach, both from the economic point of view and from the
cultural and social one. Community’s ageing is gradually giving towns a high
number of elderly people back, that prefer to go for a walk, to chat and to go
shopping in the centre. But this task cannot bear only upon administrators.
Small traders have to update their offer too, as concerns opening times,
choice, prices and so on. Finally it is necessary that the same customer
learns to buy in a better way. Beppe Grillo affirms that politics is played in
supermarket. This is partly true. The evolution of our life-styles mainly
derives from the choices of the consumers».
You previously spoke about Internet. If ten years ago the web had the
actual influence do you think that Freeport could survive? I do not refer to
a physical reality, but to an on line space…
«Well, at the beginning we also sold something through Internet. Abroad,
in the bargain. I remember that we sold a good number of gadgets of Varese
Basketball Team to some Spanish customers. But after that we understood
that the web had not the actual weight yet and however we should modify
all our system. Many of our items needed a physical contact with customers
that could hardly be content to see a photo of the product on a web site…».
But Freeport was closed…
«Varese must win its “petit four” syndrome. When we have to cook desserts
we are unbeatable and we prepare thousands of sweets, one better than the
previous ones. On the contrary we have difficulties in preparing a big cake.
Freeport was one of the wide range of ideas promoted in our land. However
these ideas can improve and develop only with synergies, shared choices and
common aims».
Ph. Paolo Zanzi
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