Factory Outlet Centre Overview – 75 Centres

Factory Outlet Centre Performance European Report – Update of the Survey 2011
Factory Outlet Centre Overview – 75 Centres
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 L´Ile Saint Denis - France
6.
Marques Avenue Cote d´Opale - France
7.
Marques Avenue Talange - France
8.
Marques Avenue Troyes - France
9.
Quai des Marques a 15 - France
10. McArthurGlen Troyes - France
41. Fashion House Outlet Centre Sosnowiec - Poland
42. Fashion House Outlet Centre Warsaw - Poland
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
11. McArthurGlen Roubaix - France
48. Foxtown Factory Stores Mendrisio - Switzerland
12. A l´Usine - France
49. Factory Getafe - Spain
13. Usines Centre Paris Nord 2 - France
50. La Roca Company Stores - Spain
14. La Vallée Shopping Village - France
51. Las Rozas Village - Spain
15. Merignac Outlet Centre - France
52. Bonaire Village - Spain
16. Factory Outlet Athens - Greece
53. Centro San Vicente Outlet Park - Spain
17. Bicester Village Outlet Shopping - Great Britain
54. Park Avenue Fashion Outlet - Spain
18. Cheshire Oaks - Great Britain
19. Lakeside Village Outlet Shopping - Great Britain
55. Factory Madrid San Sebastian De Los Reyes Spain
20. Royal Quays - Great Britain
56. Freeport at Excalibur City - Czech Republic
21. East Midlands Designer Outlet - Great Britain
57. GL Outlet Centre - Hungary
22. Livingston Designer Outlet - Great Britain
58. Premier Outlet Centre Biatorbágy – Hungary
23. Junction 32 Outlet Shopping Village -
59. Factory Shopping Messancy – Belgium
Great Britain
60. Ardennes Outlet Center – Belgium
24. Gunwharf Quays - Great Britain
61. Fashion Arena Outlet Center – Czech Republic
25. Lowry Outlet Mall - Great Britain
62. Premier Outlets Center - Denmark
26. Junction One - Great Britain
63. Designer Outlet Berlin – Germany
27. Kildare Outlet Village - Ireland
64. Designer Outlets Wolfsburg - Germany
28. Designer Outlet Serravalle - Italy
65. Swindon Designer Outlets – Great Britain
29. Fidenza Outlet Village - Italy
66. The Galleria – Great Britain
30. Franciacorta Outlet Village – Italy
67. Clarks Village – Great Britain
31. Castel Guelfo Outlet – Italy
68. Gretna Gateway Outlet Village – Great Britain
32. McArthurGlen Castel Romano – Italy
69. Barberino Designer Outlet – Italy
33. Fashion District Valmontone – Italy
70. Palmanova Outlet Village – Italy
34. Vicolungo – Italy
71. Designer Outlet Brenner – Italy
35. Valdichiana Outlet Village – Italy
72. Fashion House Outlet Centre Gdansk– Poland
36. Fashion District Molfetta - Italy
73. Factory Outlet Lubon – Poland
37. Designer Outlet Roermond – Netherlands
74. Factory Sevilla Aeropuerto - Spain
38. Batavia Stad Outlet Shopping – Netherlands
75. Outlet Aubonne – Switzerland
December 2011
39. Rosada Factory Outlet – Netherlands
40. Designer Outlet Parndorf - Austria
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©2011, CBRE GmbH
ecostra GmbH
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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
©2011, CBRE GmbH
ecostra GmbH
December 2011
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Factory Outlet Centre Performance European Report – Update of the Survey 2011
Content
Update of the Survey 2011
To evaluate the performance of the FOCs in Europe the following question was put to the manufacturers 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 following 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 onlinequestionnaire.
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 constancy 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 mentioned centres only received relatively few responses. E. g. “Factory Madrid Getafe” only received 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 remained on the same level in the previous year.
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©2011, CBRE GmbH
ecostra GmbH
December 2011
Factory Outlet Centre Performance European Report – Update of the Survey 2011
Performance of the selected Factory Outlet Centres in Europe
December 2011
Factory Outlet Centre Performance European Report – Update of the Survey 2011
Update of the Survey 2011
The fastest upward mover compared to the preceding year was the outlet centre “Factory Madrid 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 “exotic” 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. Despite 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 Centre Gdansk”. This is due to the weather, inside the centre takes up the impressions of the old
town of Gdansk.
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©2011, CBRE GmbH
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Update of the Survey 2011
Factory Outlet Centre Performance European Report – Update of the Survey 2011
RANK
LOCATION (COUNTRY)
OPERATOR
2011 2010 2009 2008
VARIATION IN
PLACE
LACEMENT
30
32
-
-
Outlet Aubonne
Aubonne (Switzerland)
Inter IKEA Centre
Switzerland AG
+2
45
47
**
**
East Midlands Designer
Outlet
South Normanton (United Kingdom)
McArthurGlen
+2
21 21*
16
21
Pont Sainte-Marie (France)
McArthurGlen
0
48 48*
**
**
Livingston Designer
Outlet
Livingston (United Kingdom)
McArthurGlen
0
57* 57*
**
**
Royal Quays
North Shields
(United Kingdom)
Waxy Management
0
57* 57*
-
-
Sevilla Factory
Dos Hermanas (Spain)
Unibail Rodamco
0
McArthurGlen
Troyes
2
1
5
1
Bicester Village Outlet
Shopping
Bicester (United Kingdom)
Value Retail
-1
3
2*
2
5
Designer Outlet Serravalle
Serravalle (Italy)
McArthurGlen
-1
8
7
15 13* Ingolstadt Village
Ingolstadt (Germany)
Value Retail
-1
9
8
12*
7
Wertheim Village
Wertheim (Germany)
Value Retail
-1
36* 35* 10*
**
Fashion House Outlet
Center Sosnowiec
Sosnowiec (Poland)
Fashion House
Management
-1
36* 35*
**
**
The Style Outlets
Movidas / Vila do Conde (Portugal)
Neinver
-1
7
5
7*
10
Castel Romano Designer
Outlet
Castel Romano (Italy)
McArthurGlen
-2
10
6
14
9
Designer Outlet Parndorf
Parndorf (Austria)
McArthurGlen
-4
52* 48*
-
-
Factory Poznan
Lubon (Poland)
Neinver
-4
60
56
**
**
Junction One International Outlet Shopping
Antrim (United Kingdom)
Realm
-4
33
28
-
-
Barberino Designer
Outlet
Barberino di Mugello
McArthurGlen
-5
36* 30* 17*
**
Franciacorta Outlet
Village
Rodengo Saiano (Italy)
Premium Retail
-6
42 35*
**
**
Factory Madrid San
Sebastian
San Sebastian de los Reyes (Spain)
Neinver
-7
31* 21*
22
24 Kildare Outlet Village
Kildare (Ireland)
Value Retail
-10
29 17*
24 13*
Fashion District Valmontone
Valmontone (Italy)
Fashion District
-12
47 35*
**
**
McArthurGlen Roubaix
Roubaix (France)
McArthurGlen
-12
24*
-
-
The Style Outlets Vicolungo
Vicolungo (Italy)
Neinver
-15
-
-
Designer Outlet Berlin
Wustermark (Germany)
McArthurGlen
-15
9
28 13*
December 2011
NAME
18*
2*
10*
**
Cheshire Oaks Designer
Outlet
Ellesmere Port (United Kingdom)
McArthurGlen
-16
35
19
21
15
Foxtown Factory Stores
Mendrisio
Mendrisio (Switzerland)
Studio Silvio
Tarchini
-16
51 35*
31
27 Fashion District Molfetta
Molfetta (Italy)
Fashion District
-16
34 17*
20
**
Castel Guelfo die Bologna (Italy)
Neinver
-17
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©2011, CBRE GmbH
ecostra GmbH
The Style Outlets
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Update of the Survey 2011
December 2011
Factory Outlet Centre Performance European Report – Update of the Survey 2011
RANK
NAME
NUMBER OF RESPONS
ESPONSES
2011 2010 2009 2008
BEST
GRADE
WORST
GRADE
AVERAGE
GRADE
57* 57*
-
-
Sevilla Factory
4
3
5
4,00
60
56
**
**
Junction One International 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
1
4
4
4,00
5,00
**
**
**
**
Centro San Vincente
Outlet Park
**
**
**
**
GL Outlet Center
Törökbálint
1
5
5
**
**
**
**
Outletpark Switzerland
-
-
-
*
**
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©2011, CBRE GmbH
ecostra GmbH
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= 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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Update of the Survey 2011
December 2011
Factory Outlet Centre Performance European Report – Update of the Survey 2011
Countries with Future Potential for Outlet Stores – Comparison 2010 and 2011
Impression Batavia Stad
Source: CBRE
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CBRE 2011
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Update of the Survey 2011
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.
Importance
Importance of FOCs in the MultiMulti-Channelling Strategies
©2011, CBRE GmbH
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December 2011
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Page 29
Factory Outlet Centre Performance European Report – Update of the Survey 2011
DistributionDistribution-Channels of the Brands and Manufacturers 2011
2011 and 2010 in %