ROSxFREY: Shaping the Future Together

As ROS Retail Outlet Shopping joins the FREY Group, we sit down with Antoine Frey, Chairman and CEO of FREY, and Thomas Reichenauer, Co-Founder and Managing Director of ROS. Learn more about this new partnership and get to know them better!

What do you see as the biggest opportunities and challenges in this partnership?

Antoine Frey

FREY: The biggest opportunity lies in combining two highly complementary skills that will make the perfect match to build Europe's strongest outlet company. ROS is today one of the most successful third-party managers in the outlet sector and FREY is a well-known developer of outdoor shopping destinations with a very strong balance sheet, as well as powerful and supportive institutional shareholders. In addition, FREY and ROS share a strong business DNA that will allow them to work together seamlessly and efficiently.

The challenge is to manage to merge parts of the business of both companies to optimise their efficiency, while keeping the DNA and identity of each as a precious recipe for success. ROS will not be diluted in FREY but will be added as a powerful growth accelerator for the whole group. The result will be nothing less than the best European platform for sustainable open air shopping destinations.

Thomas Reichenauer

REICHENAUER: The acquisition of ROS by FREY marks a strategic move that significantly enhances our ability to boost ROS's third-party management activities. This partnership allows us to broaden our footprint across Europe and capitalize on our combined expertise to elevate the customer experience at our locations. By integrating FREY’s innovative retail concepts and commitment to sustainable development, we can create compelling shopping destinations that resonate with today’s consumers.

However, we also recognize the challenges of aligning our operational practices, while preserving our distinctive identities. Effectively navigating these differences will be crucial in maximizing our strengths and solidifying our position as a leading player in the European market. This balance will allow us to create a cohesive strategy that benefits both organizations and drives growth in this competitive landscape.

What can you learn from each other?

FREY: ROS had developed amazing skills to make a destination desirable and attract consumer from far away to enjoy a great shopping journey. I think that the FREY team has a great opportunity to get inspired from that to increase footfall to our full-price destinations. Moreover, FREY’s strong development know-how will also help ROS to increase its efficiency in scaling up and transforming the assets they manage to create value for the benefit of the brands and the landlord.

REICHENAUER: FREY offers valuable expertise in developing innovative open-air shopping destinations. As a certified B Corp™ and "Société à Mission," FREY’s commitment to sustainability aligns with ROS’s vision, enabling us to create sustainable, socially responsible and attractive shopping destinations. By collaborating, we can also leverage FREY’s strengths in F&B and urban renewal to drive shopping experience, ensuring our outlets meet consumer needs while reinforcing our shared mission of retail as a service for the common good.

What background do you come from and how did you end up in this business?

FREY: I am a born entrepreneur. I was already selling painted stones to tourists during my summer holidays when I was 5. At 21 I launched my first real company on the side of my studies in the media sector and then invested in restaurants. At 25 I created a chain of sports stores in retail parks, which was like a department store dedicated to top brands (I already had an appetite for brands...). After having developed 20 stores all over France, I was a bit frustrated by the poor quality of all these retail parks and the very weak experience they offered to shoppers. As I thought that the only way to live up to my expectations was to do it myself, I decided to jump into the business... That was the first milestone of FREY. It became a passion for me to create places that shoppers and brands enjoy... and we've been at it for almost 20 years now.

REICHENAUER: My journey in retail real estate began over 20 years ago, paving the way for a fulfilling career in the outlet sector. Starting at the leading Austrian sports retailer Hervis Sport & Fashion Group, I gained valuable insights into customer preferences and the dynamics of the retail industry. My passion for outlet shopping truly emerged during my time at Designer Outlet Parndorf, where I progressed from Retail Manager to Centre Manager and eventually Country Manager, overseeing the successful opening of Designer Outlet Salzburg. This experience ignited my enthusiasm for the outlet model and its potential to create unique shopping experiences.

Throughout my career, I’ve had the privilege of sharing my expertise as a speaker and collaborating with fellow professionals. Each experience has enriched my perspective and fuelled my dedication to crafting engaging shopping destinations that resonate with consumers.

Antoine & Thomas Unplugged

What hobbies or passions bring you joy outside of work?

ANTOINE: I love sports, especially if they can be done outdoors. I enjoy cycling and ‘Randonnée skiing’. I also adore discovering the wildest nature, from Africa to the highest Central Asian mountains. As a very “French guy”, I will not deny that I also enjoy fine dining and memorable wines. But among all, I love to party with my family and friends, they are my rock, always reminding me who I am and guiding me toward true north.

THOMAS: Any kind of sport, whether it's golfing on the greens or skiing down the slopes of the Austrian mountains. I’m also involved in the wrestling community, where I serve as the chairman of the Austrian Olympic Wrestling Association. Besides sports, I also have a passion for vintage cars.

If you could only bring three things with you on a deserted island, what would you pick?

ANTOINE: A good book, a speaker with my playlist and a fishing rod.

THOMAS: First on the list would be my iPod to keep the music going. The other two essentials? I’d say a good book and a Swiss Army knife to cover all the practical needs.

Your most memorable trip?

ANTOINE: Trekking in the Pamir mountains in Tajikistan

THOMAS: Definitely Japan with my son, Gabriel. Experiencing the culture, food, and landscapes with him by my side made it an unforgettable adventure.

Favourite movie of all time?

ANTOINE: Citizen Kane

THOMAS: The Blues Brothers

What song can you listen to on repeat?

ANTOINE: “Telegraph Road” from Dire Straight

THOMAS: Anything from the Rolling Stones, The Doors and Bruce Springsteen. Their music never gets old.

Now, let us know your preference

Wine or beer?

ANTOINE: Wine

THOMAS: Beer

Dine in or dine out?

ANTOINE: Dine out

THOMAS: Dine out

Vintage or new?

ANTOINE: Vintage

THOMAS: Vintage

Window or aisle seat?

ANTOINE: Window

THOMAS: Aisle seat

Summer or winter?

ANTOINE: Summer

THOMAS: Winter

Beach or pool?

ANTOINE: Beach

THOMAS: Beach

Text or call?

ANTOINE: Call

THOMAS: Call