Hines invests R $100 million in new outlet

São Paulo-consolidated in the United States, the market outlets still lives moments of the effects in Brazil. In search of developing this segment in the country, the Hines, real estate management company, has invested $100 million in Fashion Valley R Outlet, to be opened in November in Taubaté (SP).
According to a survey developed by Hines, the company that maintains operation in Brazil since 1998, there are only 12 outlets in the country, out of 10 enterprises which may or may not leave the paper. In the United States, however, that number jumps to 200-while there are about 1100 shopping centers in the country, against 561 on Brazilian soil.
"Hines always looked at that market. We have a very strong performance in retail in the United States and Europe, and saw a potential market outlets in Brazil ", says the Vice President of Hines of Brazil, Benny Finzi.
With this first national retail operation, the expectation of Hines is to test the market outlets for that success, can draw an expansion that mira ten other undertakings of the same type in the next few years. "But with the retail market for a long time, but none of the projects just revenge. Our expectation is to have success with this venture, and be able to build another ten outlets over the next five years. We have capital and interest to this expansion, "admits Finzi.
World of discounts
With advances in retail, the outlet market is seen with good eyes by consumers, who can buy products at prices below the table, and also by retailers, who see in him a possibility to dispose of outdated merchandise. "The outlet is an opportunity to sell the merchandise that is outside of the grid. If I manufacture, for example, 30000 pieces of a product and left 1000, what do I do? I would like to sell these products with 50% or 60% discount ", exemplifies the commercial Director of Soccer City store chain, Joseph Grzywacz.
In addition to the traditional retailers, it is common to see shops of factories adhere to the outlets: "there is a range of consumers who have first access to the brand for the factory store. Generally, companies use this market [outlets] as a way to get a differentiated product, "says Finzi.
Location
To escape competition from shopping malls installed in the capital of São Paulo, the Hines decided to invest in a venture in the Presidente Dutra Highway, in the Paraíba Valley-as did the Premium Outlet, General Shopping Brazil group, located in Vinhedo (SP).
Second Finzi, Hines''s strategy is to leverage the large flow of customers of Leroy Merlin, who now works at the site since April, to leverage the sales outlet: "the location is very good. There is no other outlet in the region. We managed to cover neighboring cities with a large population such as São José dos Campos, Campos do Jordão and Agha. In addition, approximately 900,000 vehicles circulating daily in this excerpt from Delhi. We have a prospect of getting somewhere around 100,000 people a month. Only Leroy Merlin already receives around 40000 monthly. "