NEINVER, announced solid growth in 2022. Total sales in brand showrooms across the portfolio amounted to €1.35 billion, a 22% increase compared to the same period in 2021 and nearly 6% over 2019. NEINVER managed centers in six European countries were visited by nearly 63 million customers, an increase of 16% compared to 2021.
Brands present across the outlet portfolio reported sales growth, exceeding 2021 levels by 25%, while the number of visitors increased by 19% year-on-year.
Daniel Losantos, CEO of NEINVER said: “After reaching pre-pandemic sales levels in the second half of 2021, our outlet portfolio continued its strong growth trend throughout 2022, achieving record sales increases and fully recovering visitor numbers by the end of last year. The year 2023 got off to a positive start, with double-digit growth in outlet sales in January, compared to 2019 and early 2020, and the number of visitors exceeded pre-pandemic levels.”
“These results are particularly significant in such turbulent economic times, as they signal a structural shift in demand toward value shopping. They underscore the resilience of the outlet model, its success as a growth channel for our business partners, and the value proposition for customers whose spending has become more targeted, thanks to the combination of top brands, lower prices and great experiences,” Daniel Losantos added.
The value of sales at FACTORY’s outlet stores in Poland in 2022 increased by 7.5% compared to 2019. Seventy-two leases were signed for a total area of 13,500 sq.m. These are both new contracts and extensions of existing agreements.
The past year in each of the Polish facilities closed with better results than the strong 2019, which is the result of the high level of commercialization of the centers, the consistently implemented strategy of raising the quality of the brand portfolio, as well as the very good range of outlet stores present in FACTORY. Customers have returned
to the direct shopping experience on the spot, and invariably factors such as price and product quality are of key importance to them, which is the peculiar DNA of outlet shopping. Analysis of the value of the average shopping cart also shows a solid increase of 26% compared to 2019, as the average customer visits more outlet stores during a single visit to the center and spends more money, only occasionally buying fewer products.
The year 2022 was full of high-profile brand debuts in the outlet market in Poland, or local debuts, including HARIBO, Joop, Guess Kids. Representatives of the brands were expanding their sales network with new centers, or deciding to increase their current space and upgrade their interiors, including, among others, adidas, Crocs, Outly, Under Armour, Lacoste, Villeroy&Boch, W.KRUK, or Bytom.
Leasing activity for the NEINVER Group’s entire portfolio remained strong in 2022, with 377 contracts signed and several new brands added to the portfolio. Among them were the first-ever Zara Home and Mr. Wonderful outlet stores, as well as new stores from leading brands such as Tom Tailor Kids, Puma Kids, Tommy Hilfiger, Guess Kids, Custo Barcelona, Lacoste, Invicta, Wolford and JOOP! Noteworthy deals also included increases in store space and a complete interior makeover, such as those signed with Dockers, Bimba y Lola and Levi’s in Spain, Hugo Boss and Puma in France as well as with Harmont&Blaine, Haribo, Rebel Queen, Liu jo Uomo, and Swarovski in centers in in Italy.
“With occupancy levels reaching over 96%, we continue to actively enrich the brands’ offerings, as well as introducing new concepts that are attractive to customers. This is all the result of the excellent work of our leasing and retail teams, marking the beginning of a revised strategy that focuses on attracting more customers to our centers and offering the best possible experience, in terms of value. Finally, it’s also a testament to our business partners – brand representatives who are increasingly willing to work more closely with us, thanks to the benefits it brings to all parties,” Daniel Losantos concludes.
