FREY’s acquisition of ROS in summer marked a strategic move to boost ROS’s third-party management activity, enabling the company to broaden its footprint across Europe. Backed by a comprehensive ‘BOLD’ strategy and an all-hands-on-deck approach, ROS is fully committed to driving long-term growth. With expansion plans in full swing, the company is focused on meeting the evolving needs of both consumers and brand partners, ensuring continued success in an ever-changing retail landscape.
“We are excited to embark on this new chapter with FREY, which will pave the way for even greater success in this high-performing market”, says Thomas Reichenauer, Managing Director at ROS Retail Outlet Shopping. “Consumers continue to favour the outlet format for its best value for money, along with the unique brand mix and the distinctive and inviting atmosphere of Designer Outlets,” he explains. “Brands, too, recognise the potential of outlet destinations, with many expanding their existing outlet stores, and others even entering new markets by opening first an outlet store,” he adds.
This trend is reflected in the latest brand activities of the centers managed by ROS. At Designer Outlet Warszawa, the iconic brand GAP made its return to the Polish market after a decade-long absence, choosing the outlet format to reconnect with local consumers. Similarly, Premier Outlet Budapest welcomed the DIY and gardening brand Parkside, which opened its first-ever outlet store in Europe, driving a remarkable 105% year-on-year increase in traffic on opening day.
ROS continues to execute its ‘trading-up’ strategy by elevating its brand portfolio, with a particular focus on the premium segment. This approach aligns seamlessly with its expansion plans, which will not only increase retail space but also introduce new, sought-after brands to its managed outlets.
“The upcoming expansions at Designer Outlet Gdańsk, Designer Outlet Algarve, Designer Outlet Croatia and City Outlet Geislingen have been long awaited by our visitors and will certainly provide a new and upgraded dimension of shopping,” explains Reichenauer. “Meanwhile, Designer Outlet Kraków and Malmö Designer Village are set to become two landmarks in the European retail real estate sector,” he concludes. With a presence in Germany, Poland, Hungary, Portugal, Croatia, Spain, Belgium and now Sweden too, ROS will showcase its full European portfolio and new projects in the pipeline at MAPIC 2024.
DESIGNER OUTLET GDAŃSK: A DESTINATION BEYOND SHOPPING
The center extension with its new food court is set to open at the end of 2024, adding 2,000 sqm of gross lettable area with 10 new stores and 7 new restaurants. This expansion emphasizes an intentional effort to create a vibrant community space where visitors can meet and enjoy a full consumer experience. By incorporating new and diverse F&B concepts, Designer Outlet Gdańsk aims to establish itself as a destination that goes beyond shopping.
“The addition of these amenities is expected to boost visitor satisfaction and dwell time, further solidifying the center’s role as a key attraction on Poland‘s Baltic coast,” says Thomas Reichenauer. As the only outlet center in Pomerania, Designer Outlet Gdańsk attracts a diverse crowd from the Tri-City region and neighbouring provinces as well as international tourists, maintaining high traffic levels even during holidays.
DESIGNER OUTLET ALGARVE: THE NEW ‘BEAUTY OF SHOPPING’ ARRIVES BY SUMMER 2025
The premium outlet destination in the Algarve has been under construction since July 2024, with a center extension adding 4,000 sqm of gross lettable area and up to 25 new stores by summer 2025. Located at Algarve’s largest shopping destination with MAR Shopping Algarve, the only IKEA store in southern Portugal and an outdoor leisure area, the expansion will upgrade the premium shopping experience for visitors, offering a wider selection of renowned names.
Designer Outlet Algarve already boasts a robust premium line-up of over 70 international designer, fashion and lifestyle brands, including Adolfo Domínguez, Bimba y Lola, BOSS, Façonnable, Purificación García, and Tommy Hilfiger, among others. Over the past few years, the outlet village has seen an intense ‘premiumisation,’ culminating in this exciting new phase of development, which will further enrich the current premium offer and satisfy the changing needs of both customers and brands.
“Our customers are increasingly seeking more up-market brands, and Designer Outlet Algarve with its upcoming center extension is perfectly positioned to meet that demand,” affirms Thomas Reichenauer. “With its prime location as a cross-border shopping hub and its presence in a top-tier holiday and leisure destination that attracts 5 million tourists annually, the premium outlet benefits from a unique and privileged position.”
CITY OUTLET GEISLINGEN: MORE STORES, MORE CONVENIENCE
The home, fashion, and lifestyle destination for Stuttgart, Göppingen and Ulm is expanding by 650 sqm and will add four new stores. Construction began in July 2024, with the grand opening slated for late summer 2025. These new stores will be located in the parking area directly in front of the historic WMF Fischhalle. As part of this expansion, a new customer car park with a northern entrance was constructed and opened in spring 2024, providing the center with three entrances. City Outlet Geislingen has seen a steady growth over the years. Upon completion of the center extension, customers will enjoy an upgraded shopping experience.
City Outlet Geislingen currently hosts over 40 home, fashion, and lifestyle brands in 25 stores. Among its highlights is the world’s largest WMF outlet, located in the iconic WMF Fischhalle. Other prestigious brands include Rosenthal, Kahla, Seltmann-Weiden, Trigema, Betty Barclay, Triumph, Kneipp, Lindt, and many more.
DESIGNER OUTLET CROATIA: ELEVATING THE PREMIUM SHOPPING EXPERIENCE
Scheduled for completion in autumn 2025, Designer Outlet Croatia will elevate its shopping offer with an additional 6,000 sqm of gross lettable area, introducing 30 new stores. The adjacent INGKA retail park will further enhance the destination, occupying 12,000 sqm and featuring 10 new retail outlets. As part of this development, 28,000 sqm of landscaped green areas will provide a natural and relaxing atmosphere, enriching the overall shopping experience.
Since opening in 2018, Designer Outlet Croatia has established itself as a premium outlet destination, boasting over 100 fashion and lifestyle brands, including Hugo Boss, Tommy Hilfiger, Lacoste, Ted Baker, Guess, Adidas, Puma, and Converse. Located southeast of Zagreb, the outlet benefits from its proximity to an IKEA store, which alone draws 2 million visitors annually.
DESIGNER OUTLET KRAKÓW NEARS COMPLETION WITH OPENING IN SPRING 2025
Designer Outlet Kraków is progressing well, with construction at an advanced stage and the opening scheduled for Spring 2025. The new outlet shopping destination will host over 100 stores featuring recognised fashion and lifestyle brands on 20,000 sqm, in addition to 10 restaurants and cafés. Upon completion, it will become the new smart shopping destination for Kraków and the Lesser Poland region.
Strategically located at the intersection of Nowohucka and Galicyjska streets, Designer Outlet Kraków will be part of a mixed-use complex developed by KG Group, which includes two already operational Atut Galicyjska retail parks. Furthermore, the surrounding neighborhood is experiencing significant growth, with ongoing residential and office developments. Kraków is a major tourist destination, second only to Warsaw in terms of foreign visitors, attracting 9.3 million tourists in 2023.
NEW MARKET ENTRY WITH MALMÖ DESIGNER VILLAGE
ROS is entering the Nordic market through its partnership with the FREY Group, which acquired Malmö Designer Village this summer. Now operating as an in-house division of FREY, ROS will oversee the management and operation of the project, with Rioja Estates and TORG International continuing as key partners.
“Bringing ROS into the Nordic market with Malmö Designer Village is a great milestone for us. This development will serve not only as the largest outlet shopping destination in Scandinavia, but also as a vibrant community hub that caters to both local residents and international visitors”, says Thomas Reichenauer.
Malmö Designer Village is currently under development, with the first phase covering 18,000 sqm with 90 stores, set to open in 2026. A second phase, adding an additional 8,000 sqm, will follow. The project is strategically positioned within Scandinavia’s largest catchment area, offering access to 4 million residents within 90 minutes and 26 million tourists annually. This prime location and excellent connectivity will ensure an affluent and diverse customer base, including local Swedish residents, Danish shoppers, and international visitors.
Thomas Reichenauer
Thomas Reichenauer is Managing Director at ROS Retail Outlet Shopping.
