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APRIL 2007
TROYES RELAUNCHED WITH PHASE IV
McArthurGlen, Europe's leading developer, owner and operator of designer outlet centres, opens Phase IV of its award-winning designer outlet centre at Troyes, France, 150 kilometers Southeast of Paris (5th April 2007).
The latest expansion of the customer experience at Troyes takes the total number of stores and catering outlets to over 100, with 15 new stores opening. Through carefully phased growth, McArthurGlen Troyes has expanded from its original retail space of 14,000 sq m to a total of 28,500 sq m, including 5,500 sq m of new space in Phase IV.The expansion, at the western side of the Troyes site, completes the ‘racecourse’ shape of the outlet centre’s design and enables shoppers to experience a ‘retail circuit’ of the 112 retail and catering options.
The centre’s design also maintains its respectful homage to the regional style of architecture, including the use of a ‘pan de bois’ effect on the outer walls. The recent expansion has enabled new brands to complement the outlet’s existing offer which includes Armani, Burberry, Kenzo and Polo Ralph Lauren.The new space already houses Aigle, Chantelle/Orcanta, Coat Concept (Von Dutch, Balmain), Geox, Guess, Harryland (Nina Ricci, Lacroix, Cardin..), McGregor Family Outlet, Miss Sixty/Energie, Salomon, Stefanel, Murphy&Nye, Swarovski, Zadig&Voltaire, Swatch, with Gérard Darel further expanding the centre’s brand portfolio in May 2007.
Today’s opening also features a number of special promotional offers, including additional discounts, as well as musical entertainment and children’s activities. Troyes will also benefit from the recent shift in McArthurGlen’s marketing strategy which includes an exciting new advertising campaign.
The new campaign has blanket coverage across a wide media list that includes premier publications such as Elle and Paris Match.
It also includes, for the first time, a new cinema advert target"ing" young affluent consumers which will be aired 50,000 times in cinemas in strategic regional areas and affluent parts of Paris. McArthurGlen believes that the combination of these new initiatives will deliver their most effective campaign to date.
Geoffrey Nidd, Centre Manager of McArthurGlen Troyes, comments: “McArthurGlen Troyes has been a remarkable success, not only for McArthurGlen but also for all our brand partners and for the local economy.
Our Phase IV expansion delivers an exciting new facet to the customer experience, including a further strengthening of the fashion and accessories offer.
We are reinforcing this expansion with an aggressive marketing programme that is unprecedented in the 12 year history of our Troyes centre, devised to alert the urban, Parisian customer to this more trend conscious tenant line-up.”
McArthurGlen Troyes was at the forefront of the company’s entry into the European market.The opening of Troyes heralded the arrival of a radical new concept in European retailing with an exciting re-interpretation of the American concept of outlet shopping.Since 1995, McArthurGlen has opened a total of 16 outlets across six countries and a further six centres are at advanced stages of development, including new openings in Salzburg, Athens and Venice scheduled for 2008/9.
All McArthurGlen designer outlet centres offer price discounts on the previous season’s collections across a wide selection of fashion, accessories, sport and homeware brands.With 16 centres across Europe, McArthurGlen hosts over 1200 stores offering over 650 of the world’s leading brands. Over 60 million people visit McArthurGlen centres each year, with over 15 million visiting Troyes since its opening and providing a particularly strong contribution to the region’s tourism market.In addition, Phase IV at Troyes takes the total number of employees to well over 500.