PLACEWISE supports FREY/ROS in building a strong customer database across their outlets, with clear strategies to convert physical footfall into long-lasting digital relationships. Unlike app-first providers, Placewise is a holistic enabler of digital strategies, objectives and ambitions. Together with FREY/ROS, we tailor solutions to the specific needs of each location. In some cases this means a full-fledged Loyalty App with Rewards programs and Receipt Scanning, and in other cases more web-first including newsletters, events and exclusive coupons. With customer consent at the core, and the ability to communicate based on relevance, preferences, behavior and even predicted behavior, we ensure that the database strategy is both future-proof and effective. Channel-independence is key, since we know new ways of engaging customers will always emerge. AI and predictability tools are already in place, and they will play an even more important role in the coming time. The first months working with FREY/ROS has been a pleasure, and we already have many exciting projects in the pipeline together. The people at FREY/ROS are forward-thinking, receptive to our recommendations, and the what I would call the definition of a dream client: they have their own clear strategy, while at the same time valuing our 20+ years of experience as industry experts—just as we value their expertise in operating outlets.
The outlet sector has proven itself resilient, outperforming many other retail
formats in both footfall and sales during the past decade. But what will define
its next chapter? With FREY & ROS as its outlet division now among Europe’s
leading players, a clear picture emerges of the themes and challenges that will
shape the industry. Here are the ten issues, according to ROS, that are most
likely to define the outlet landscape in Europe over the coming years.
- STRONG BRAND PARTNERSHIPS
Outlets succeed when brands succeed. In an era of inflationary pressures and shifting consumer spending, resilient relationships between operators and global/local labels are essential. Together FREY & ROS already work with more than 1,000 designer, premium fashion, and lifestyle brands. Long-term partnerships ensure stability and allow brands to leverage outlets as a strategic growth channel. - EFFICIENCY & ENERGY MANAGEMENT
Energy prices, environmental expectations, and operational efficiency are forcing outlets to rethink facility management. From smart HVAC systems to solar panels,
water recycling, and BREEAM certifications, innovation in energy optimization is no longer optional; it is a competitive necessity. - EXPERIENCE & PLACEMAKING
Tomorrow’s outlets are not just rows of shops. They are third places: destinations where people connect, dine, explore art, and recharge through wellness offerings. F&B, leisure, seasonal events, and public art installations will increasingly be the differentiators that extend dwell time and deepen emotional ties with visitors. - DIGITAL TRANSFORMATION
Digitalization is redefining the customer journey. Loyalty apps, personalized promotions, geotargeted notifications, and CRM systems are already in play at many centers. The future belongs to outlets that combine physical retail
with digital guest engagement, creating a seamless, personalized experience for every shopper. - TOURISM & COOPERATIONS
Outlets have become must-see attractions in many European regions. Collaborations with tourism boards, hotels, airlines, and cruise operators bring millions of visitors every year. Italy’s outlet villages alone welcome over 11 million guests annually. Partnerships in the travel ecosystem will remain a cornerstone of outlet growth. - ESG & SUSTAINABILITY
Sustainability is at the heart of FREY’s strategy. As a certified B Corp, the group sets benchmarks for responsible investment and management in retail real estate.
From carbon footprint reduction to community integration and green certifications, ESG performance will increasingly define investor appetite and brand alignment. - BRAND MIX EVOLUTION
Consumer expectations are shifting beyond core fashion. Athleisure, home décor, beauty, sports, and lifestyle categories are growing fast in outlet centers. Operators must continually refresh the mix, ensuring not just depth in fashion but breadth across lifestyle, home, and wellness. - LUXURY IN OUTLETS
Luxury has become one of the fastest-growing outlet categories in Europe. Premium designer labels see outlets as a controlled channel to reach new customers while maintaining brand integrity. Expect further expansion of luxury villages and zones, anchored by brands that once resisted the outlet format. - REGIONAL DEVELOPMENT
The geography of growth is shifting. Italy remains Europe’s strongest outlet market, but Scandinavia and Central & Eastern Europe are emerging hotspots. Projects like Malmö Designer Village in Sweden signal the next frontier, while CEE markets offer under-penetrated demand and rising middle-class spending power. - THE HUMAN FACTOR
At the heart of every outlet visit is human interaction. From sales staff to center management, talent shapes the guest experience. Support recruiting for ROS’s brand partners via new technologies, trainings by ROS Retail Academy and retaining skilled people is becoming as critical as brand mix or architecture. Outlets that invest in their teams will see direct returns in customer satisfaction
and sales.