The European outlet centre industry is over 30 years old. Today, FSP’s European Outlet Centre Database comprises over 200 sites, 13,000 shops with total floor space GLA of 3.3 million m².
Despite this impressive scale, the average occupier brand has a portfolio of just 3 stores. Only 1% of occupiers have more than 20 stores (e.g. Nike) and only 7 brands are present at sites in more than 15 of the 25 European countries which currently have operational outlet centres.
Leading outlet brands are highly selective in their choice of territory, shopping environment and operator. As a result, 3 distinct types of European outlet centre have emerged, each focusing upon clearly defined price and retail mix propositions. Understanding how this positioning exists on a geographical basis is essential for identifying likely sales performance and assessing potential sites for portfolio expansion, development opportunities, investment acquisition and asset management activity.
FSP has therefore created an interactive map of European outlet centres, which shows the price positioning of schemes (based upon the brand line up) and providing basic information such as size, age, operator and website address. Simply point and click on each site to retrieve these details.
FSP’s Classification of European Outlet Centres:
- Luxury Schemes (e.g. Bicester Village and Foxtown Mendrisio) appeal to discerning, affluent, style conscious shoppers and international tourists. The offer contains a significant representation (~25%) of Luxury / Premium brands (e.g. Burberry, Escada), supported by occupiers (~40%) in the Upper-Middle price segment (e.g. Tom Tailor, Gant)
- Upscale Schemes (e.g. Batavia Stad and Style Outlets Roppenheim) tend to appeal to discerning, affluent, style conscious shoppers, domestic tourists and day visitors. There are fewer Luxury / Premium brands (~15% of occupiers), a strong presence of Upper-Middle positioned brands (~40%) and more Mid Price brands (~45%)
- Midscale Schemes (e.g. Prague Fashion Arena and McArthurGlen Bridgend) appeal to price conscious, label aware, mid market shoppers, domestic tourists and day visitors. They have virtually no Luxury / Premium brands (<5% of occupiers), Upper-Middle brands account for about 35% of occupiers and there is a much stronger presence (~60%) of Mid Price brands (e.g. Gap, Mango, Levi’s) than at other outlet types.
FSP has gone to its best efforts to ensure this data is correct but reserves the right not to be responsible for the accuracy of information provided, or business decisions made without independent verification of data. FSP continually updates Outlet Centre information; if you wish to provide information to help with this process, please email us.
FSP is widely recognised as the leading European outlet centre consultancy. The FSP team has worked on more than 70 outlet projects in 25 countries, including projects for Aviva Investors, CBRE Investors, Henderson Global Investors, McArthurGlen, Realm, Resolution Property and Unibail Rodamco.
FSP services include store portfolio planning, pre-acquisition appraisals, development feasibility, asset strategy and leasing support. If you would like to know more about FSP’s services, please contact firstname.lastname@example.org or call 01494 474740.