VIA Outlets opens sustainable pop-up concept
Upscale European outlet malls operator VIA Outlets has announced the launch of a new, sustainable pop-up concept called the ‘Re.Love’ pop-up store.
It’s part of its wider strategy “with the ambition to go ‘Beyond Sustainable’ and create an even more positive and regenerative approach to outlet shopping”.
The company also said will be its first ever pop-up store offering sustainable collections and initiatives from existing brands and new brand partners.
The first store has just opened at its Freeport Lisboa Fashion Outlet and the second opening will happen in Batavia Stad Amsterdam Fashion Outlet in mid-October with both open for three months.
The company said it wants to “redefine outlet shopping, in particular providing guests with a more sustainable and premium shopping experience”.
The Re.Love store will host sustainable collections from brands such as Karl Lagerfeld, Desigual, United Colors of Benetton, Hugo Boss, Bottletop, LoveBrand, Osklen, Pepe Jeans, Tommy Hilfiger, Not-Yet-Famous, A-line, WeTheKnot, Foursoul, and many others.
And continuing the sustainable theme, shoppers will be able to rent as well as buy from luxury secondhand retailer Trend Circle that sells brands such as Prada, Chanel, Balenciaga, Gucci and Dolce & Gabbana.
Geert Paemen, Group Sustainability Director at VIA Outlets, said: “As part of the Re.Love launch, we also ignite a new partnership with Zero Desperdicio – which has developed a textile waste tracking platform to help fight consumer waste – in Portugal, closing the loop on a more sustainable future for fashion and our role in it. In the Re.Love pop-up store they will weigh all clothing donations from our guests and inform them about their positive contribution to the planet.”
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