Malmö Designer Village: a promising future with new powerful team
Malmö, 23 September 2024
The FREY Group and ROS Retail Outlet Shopping join forces to bring Malmö Designer Village forward
It will be the largest outlet shopping destination in the Nordic market, with the first phase opening in 2026
Situated in Scandinavia’s largest catchment area, the village will benefit from an exceptional connectivity and high-spending catchment area
Sustainability excellence will be pursued to ensure low environmental impact
The Malmö Designer Village in southern Scandinavia is embarking on an exciting new chapter, now under the leadership of the FREY Group with ROS Retail Outlet Shopping. This past summer, FREY made a significant move by acquiring the new outlet scheme from Rioja Estates, marking the group’s first outlet development. The French FREY Group, a real estate company listed on the Paris stock exchange, is renowned for its expertise as a developer, investor, and manager of sustainable open-air shopping centres in Europe. To further bolster their new position in the outlet market, FREY also acquired ROS Retail Outlet Shopping, one of Europe’s top outlet operators. This strategic step underlines FREY’s strong entry into this high-performing asset class. ROS, as an inhouse division of FREY, will henceforth be responsible for the management and operation of the Malmö Designer Village.
"Working together with FREY, we are confident that Malmö Designer Village will become a standout destination in the Nordic market. This collaboration brings together our strengths, common vision and commitment to excellence in creating a truly exceptional outlet shopping experience," says Thomas Reichenauer, Managing Director at ROS Retail Outlet Shopping.
UK outlet developer Rioja Estates, with its expertise in outlet development, has been responsible for Malmö Designer Village from the outset, while TORG International joined the collaboration to enhance the project's scope and strategy. Their joint efforts have been instrumental in the project's progress to date. As Malmö Designer Village continues to develop, Rioja Estates and TORG International will remain key partners, working alongside FREY and ROS. Their continued involvement guarantees that the project will benefit from their profound industry expertise and strategic insight.
From left to right: Robert van den Heuvel, Partner Development & Leasing TORG International; Pascal Barboni, Deputy General Director Development at FREY; Barbara Horatz, Partner Marketing & Retail TORG International; Neil Thompson, Operations & Development Manager at Rioja Estates Development & Operations Director TORG International; Gerhard Graf, Managing Director at ROS Retail Outlet Shopping.
A new benchmark for Scandinavian shopping
Malmö Designer Village is currently under development and work already began this summer 2024. A first phase covering a GLA of 18,000 sqm with 90 stores will open in 2026, while a second phase spanning 8,000 sqm is set to follow on. Once completed, the project will become the largest outlet in the Nordic market, showcasing over 135 national and international brands including Adidas, Levi's, Marc O’Polo and Skechers. Visitors will also enjoy a variety of restaurants, bars and cafés nestled in seasonally landscaped gardens, all set within a high-quality environment specially designed to provide an inspiring consumer experience.
With its design reflecting Scandinavian culture and local architecture, Malmö Designer Village is on track to set a benchmark for European outlet destinations. The project aims to celebrate local heritage while offering visitors a curated selection of premium international brands and leisure, unparalleled in the whole of the Scandinavian region.
Prime location with unmatched connectivity and spending power
Malmö Designer Village will feature a prime location with excellent connectivity, catering to a broad audience of affluent Swedish residents as well as Danish and international visitors. Strategically placed at the core of Scandinavia’s largest catchment area, Malmö Designer Village spans Greater Copenhagen and southern Sweden, with 4 million inhabitants within 90 minutes and 26 million tourists annually. The new outlet scheme will be conveniently located near the Öresund Bridge, linking Malmö and Copenhagen with just 20- and 50-minute drives, respectively. The European highway E25 will also be easily accessible. Additionally, the Fehmarn belt tunnel, currently under construction, will connect Germany and Denmark. This will open up Malmö Designer Village to continental Europe, reducing the driving time from northern Germany to Malmö to just 2 hours.
"Malmö Designer Village is set to redefine shopping in Scandinavia. Its excellent location combined with a varied offering will make it a shopping destination unlike any other in the region, appealing to both local and international visitors. These factors ensure the project’s potential for lasting success," adds Thomas Reichenauer.
Ultimately, Malmö Designer Village will greatly benefit from the high-spending catchment area, where the average purchasing power per capita is an impressive 21% higher than the European outlet industry average. This is expected to attract a steady flow of discerning shoppers, further enhancing the village's long-term prospects.
Driven by sustainability excellence
Malmö Designer Village aims to meet sustainability commitments while providing a durable retail and leisure destination. The new development’s design focuses on minimizing environmental impact and protecting local biodiversity. To this end, the project will receive BREEAM Excellent certification, aligning with FREY’s stringent ESG policy and ROS' track record of certified developments. As a “Société à Mission” and B Corp™ certified company, the FREY Group is dedicated to fostering a more responsible and greener society that benefits its ecosystem and stakeholders. This same vision is shared by ROS, which is also firmly dedicated to creating sustainable, socially responsible and attractive shopping destinations that meet the needs of today's customers and those of the next generation.