In 2023, Via Outlets saw a remarkable year of success, with a surge in demand for outlet shopping driving record brand sales of €1.36 billion. The European outlet malls operator’s strategic initiatives, including extensive remodelling and re-merchandising projects, led to a 7.5% increase in footfall across its portfolio.
With a presence in nine European countries, Via Outlets has solidified its position as the fastest-growing owner-operator of premium fashion outlets on the continent, attracting over 30 million visitors in 2023. The company’s success is attributed to the growing preference for outlet shopping among consumers seeking a superior shopping experience and better value for their money, particularly during challenging economic conditions.
Notably, Via Outlets sealed over 360 re-merchandising deals in 2023, with renowned brands such as Boss, Puma, and Michael Kors expanding their footprint in the outlet operator’s destinations. This trend reflects the increasing popularity of outlet centers among consumers.
The outlet operator’s Fashion Club loyalty program also witnessed a significant rise in membership, exceeding two million sign-ups and reaching 2.2 million by the end of 2023. CEO Otto Ambagtsheer highlighted the strong demand from both new and existing brands to participate in their retail lineup, showcasing confidence in the outlet centers’ performance amidst market challenges in full-price retail.
Looking ahead, Via Outlets is poised for further growth with a robust pipeline of expansion and renovation projects slated to begin in 2024. Ambagtsheer emphasized the importance of the Fashion Club in enhancing customer experience and collecting valuable data on consumer behavior to tailor offerings effectively.
Overall, Via Outlets’ stellar performance in 2023 solidifies its position as a key player in the European outlet shopping landscape, committed to delivering exceptional value and experiences for its customers.
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