“I would call it a new experience, which we are also developing in other locations, including Barcelona, Dublin and Shanghai,” said Value Retail chief executive officer José-Luis Duran, highlighting the company’s goal is to create entertaining experiences for the outlets’ visitors. “Here, the idea of diversity that we are trying to promote across the whole company is evident.”
Duran referred to the particular combination of products available at the Creative Spot Design, which collects items from both established brands, such as Seletti, Alessi, Baleri Italia and Richard Ginori, and emerging designers, including Jorge Penadés of Spain.
“We wanted to communicate interior design with an ironic and playful spirit in order to create an offering [that] would be captivating for a wide target,” said Orlandi, who re-created the second floor of her Milanese shop into the temporary store. “The first piece we sold is Alessi’s Merdolino toilet brush — I think it’s good luck.”
Orlandi added that the temporary shop will host talks with design and art personalities, such as Maurizio Cattelan, Stefano Giovannoni and Patricia Urquiola, in the next few weeks.
The introduction of interior design into Fidenza Village’s offering is in line with Value Retail’s strategy aimed at constantly improving the profitability of its outlets.
“Fidenza Village has been growing double-digits since the last 22 years so we expect to post the same results this year,” said Duran, adding that accessories are the best performing category at the outlet. “Food and beverage also grew six-fold in the last five years.”
In the fiscal year ended in February, Fidenza Village saw its sales up 12.2 percent compared to the previous year. In addition, the company said the outlet’s tax-free sales increased 21 percent in the same period, mostly boosted by Russian and Chinese costumers.
Last December, Fidenza Village was reconfigured to create an additional 37,800 square feet of retail space. The shopping destination covers an area of 226,800 square feet.
According to the company, Value Retail invested 30 million euros, or $32 million, in the outlet’s construction.
A restaurant, called “Villano,” and a concierge area welcoming visitors have been added, along with a range of international brand stores, spanning from Dsquared2, Jil Sander and Roberto Cavalli to New Balance, Nike, Mandarina Duck, K-Way and Moleskine. Etro and Versace also unveiled boutiques with new concepts.
In addition, Fidenza Village signed an agreement with Lausanne’s prestigious École hôtelière to develop a training program for the outlet’s staff.
Along with Fidenza Village, Value Retail operates eight other outlets located close to European cities such as London, Munich, Frankfurt, Dublin, Barcelona, Madrid, Paris and Brussels. The company unveiled its first Chinese outpost with the opening of Suzhou Village. Another outlet bowed this spring in Shanghai next to the local Disney Resort.