Park Avenue continues developing and growing its outlet center. On June 21st of 2007 it started its track with 12 stores, however in just few months renowned brands were incorporated to the project by occupying the 70% of the GLA. Brands such as Calvin Klein, Javier Simorra, Purificación Garcia, Desigual, Mango, Nike Supersports; Cortefiel Group and local multibrand stores as For or Ayestarán built the personality of the center, which received 1.5 million visitors during its first semester. During the first months of 2008 Park Avenue stayed with relative stability , but during the spring-summer season, coinciding with its first anniversary, North Company, Gold Jewelleries and the outlet of the well-known brand Fox were incorporated to the gallery.

However, the great surprises are yet about to come and will become true during the fall season with the opening of Puma, which will occupy a surface above 550 m². This establishment will become the first store of the brand in the metropolitan area of Bilbao. “Including Puma in our project has been a complex procedure in which we have placed great expectations. Park Avenue should respond to the needs and desires of our clients, for which we need to work on the right combination of brands and services. We understand Puma fits with the profile of our clients, who look for fashion, comfort, style and sport; we are completely convinced of its near-future success”, confesses Daniel Medina, the outlet centre manager.

The German brand defines its corporate mission as “becoming the most desirable firm in the sportlifestyle field” The sales of the European giant rose up to €2,300 million.

However Puma will not be the only new brand at the center during the last semester of 2008. The Swiss chocolaterie Lindt will open a small chocolate boutique in the covered area of the gallery. Nowadays Lindt counts only with three own stores, located in Madrid, hence Park Avenue becomes, once again, on the most appealing accommodation for international brands.

Finally, Pikolinos, the Valencian shoe producer which was created in 1984 and whose international sales exceeded 1.6 million pair of shoes, will open a store in Park Avenue after the summer. The shop of 192 m² will complete the shoe offer from Mustang, Hoax and Ayestaran.

The center management shows the satisfaction produced by the labours of the leasing department and the centre progress. “The clients can see and enjoy the evolution of the gallery; the results were positive from the first day but we enjoy of continuous improvement on the results.”

Nowadays many ask for the success key during the present economical downturn which is already affecting to the consumption behaviour. “It is a project in which brands, shoppers and the management team are highly involved. The key is making the right decisions considering our visitors demands and responding to the needs of retailers when affected by the social and economical environment. Currently we cannot assume any risk, every link of the chain is fundamental; we rather go step by step: as any good recipe the secret is about good ingredients, time and affection.

Considering the consumer point of view, the outlet is the perfect solution: “The marriage of great brands and discounts up to the 70% or 80% off during the 365 days, a very appealing proposition for the wallet.”

Source: Inforpress

http://www.retailspace-europe.com, 27 August 2008