Kering to open second The Mall luxury outlet village in Italy
today Nov 23, 2018
After The Mall Firenze, it will soon be the turn of The Mall San Remo: a brand village featuring luxury labels only, from ready-to-wear to accessories, jewellery and watches, which is set to open in 2019 in the Ligurian seaside resort of San Remo, 50 km east of the Côte d’Azur. The Mall Luxury Outlets formula was launched by French group Kering in 2001, and has lived up to expectations, leading Kering to develop a second venue.
The project was long in the making, as it took more than three years for the last planning permissions to come through, but building work has now started and the San Remo outlet village is expected to open by mid-2019. The first renderings of the new luxe shopping destination have now been published on The Mall's website.
The idea is to replicate the successful formula of Florence’s The Mall Firenze, which has introduced additional customer services this year. Kering’s first brand village is immersed in the Tuscan countryside to the south-east of Florence, and features an exclusive selection of 40 luxury labels, each with its own independent area.
The Mall Firenze includes labels from Kering’s portfolio, some of them on a grand scale, like Gucci, which operates a huge store to which it added a rooftop Gucci Caffè in 2014, as well as labels by Kering’s competitor LVMH, such as Givenchy, also in its own independent setting, Emilio Pucci and Fendi, plus other labels like Burberry, Chloé, Zegna, Roberto Cavalli, Salvatore Ferragamo, Philipp Plein and Moschino, next to brands targeting a younger clientèle like Aquazurra and GCDS.
The Mall Firenze extends over an area of 72,000 square metres, with a series of independent buildings, but San Remo will be smaller at 32,000 square metres, and structured around a large central building. It will nevertheless feature the same kind of highly sophisticated ambience offering its customers a genuine luxury shopping experience, with a VIP Lounge and services like deliveries to travelling customers’ hotels. Its brand offering, on the other hand, will be different to Florence's.
The new outlet village will be looking to establish partnerships with leading tourist operators, both international and local, especially some of San Remo's hotels and restaurants.
The Mall Luxury Outlets are managed by the Design Management company, a subsidiary of Kering, which does not wish to divulge details concerning the company's financial results.
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