Emiratis lift designer outlet sales in Europe

European retailer McArthurGlen says sales to visitors from the UAE had risen more than 55 per cent in the year to September.

Designer outlets in Europe are cashing in on a surge in sales to GCC tourists.

McArthurGlen, which owns and operates 21 outlets in eight countries, said sales to visitors from the Emirates had risen more than 55 per cent in the year to September.

Sales to tourists from Kuwait and Saudi Arabia had increased still further, at almost 67 per cent and 65 per cent respectively, in the same period.

"Kuwait is currently number eight on our international [list], Saudi is nine and the UAE is 10. But if we were to consolidate that [the GCC] would be number five overall," said Anthony Rippingale, the head of tourism for McArthurGlen.

The company introduced the concept of designer outlet shopping to Europe in 1995 with Cheshire Oaks in Ellesmere Port, northern England.

The company's version of premium outlet shopping, however, was very different to centres in the United States, where the concept originated.

"When you come to one of the centres it really is a place that is well thought out with beautiful palazzos, European style architecture, water fountains and when you walk into one of the outlet stores, whether it's a Prada, Gucci or Burberry brand, they are set up so that you feel like you're going into a full price store," said Mr Rippingale.

"The proposition is very much the best brands and best locations, wrapped in this kind of premium full-price experience for 30 per cent to 70 per cent off."

In addition to the United Kingdom, the company has centres in Austria, Belgium, France, Germany, Greece, Italy and the Netherlands.

"We have always focused predominantly on the domestic markets within those countries and so in the last two years we have just started to approach the international market to bring our proposition out there," said Mr Rippingale.

The company's top five international markets are currently Russia, China, South Korea, Ukraine and Serbia.

Since the spring, McArthurGlen has opened sales offices in China, Russia, Brazil, South Korea and the GCC to further boost visitors from the countries.

But competition for custom among bargainistas is increasing in the UAE.

Meraas Holding announced last month it is building a new "European style" outlet village of 160 shops offering discounted designer goods close to the Mall of the Emirates in Dubai.

Mr Rippingale said the UAE visitor figures suggested the new centre would do well, but its success also benefited McArthurGlen outlets in Europe.

"From my perspective it's good because it generates brand awareness about the concept."