The timing seems awkward because of the pandemic, but Amsterdam The Style Outlets is scheduled to open 26 November. Though if Christmas 2020 actually happens, they’ll look like geniuses. It joins a number of discount outlets in the Netherlands, and Lord knows we’ve posted plenty about Roermond near Maastricht. (See below.)
But Amsterdam The Style Outlets is the first such discount fashion center in a major Dutch metropolitan market. It’s also the only outlet center in the Randstad, the megalopolis that includes Rotterdam, Den Haag and Amsterdam – a population of more than 8 million potential consumers. The town it’s in is actually called Halfweg (Halfway) because it’s halfway between Amsterdam and Haarlem.
ATSO opens with about 100 stores in 19,000 square meters (about 200,000 square feet) on the site that had been a sugar factory. Tenants are split between mostly mid-market Dutch, German and Danish High Street apparel chains such as S. Oliver, Jack & Jones, Tom Tailor, Marc O’Polo and Wellenstyn and international brands such as Guess, Nike and Karl Lagerfeld. The center is opening at about 75-percent occupancy, according to media reports which in the day and age is pretty great. But, of course, that could be because post-pandemic, this center will draw internationally with its location just a few minutes from Schiphol Airport, one of Europe’s busiest behind Charles de Gaulle and Heathrow.
As this video shows, you can get there from Amsterdam via car or train , or you can boat in since it’s on a canal.
At least at this point, the big bespoke and glamor brands such as Dior, Zegna, Hermès, Armani and Chanel are nowhere to be seen, though there is a store from Rome-based David Naman. There are some lesser known, interesting apparel brands, including Paris-based The Kooples, Heidelberg-based Betty Barclay, Haarlem-based Wam Denim and Breda-based Van Gils mens’ clothier.
ATSO is also unusual in that it’s not a McArthurGlen discount outlet center, with the London-based developer the chess player of retail, staking out strategic locations across Europe. Rather, Madrid-based Neinver is the developer. Founded in 1969, Neinver manages 18 outlet centres and five retail parks in six European countries: France, Germany, Italy, Poland, Spain and the Netherlands.
Financed by Chicago-based Nuveen Real Estate, part of the global institutional financial giant TIAA, the total investment in ATSO is about 110 million euros, according to the Neinver website, so this is a pretty big deal.
And yeah, we’re planning a trip to check it out.
Other fashion outlets in the Netherlands:
Designer Outlet Roermond
This is the Big Daddy, one of the most popular outlets in Europe, drawing about 10 million visitors in 2019 from the Netherlands, Germany, Belgium … and the rest of the world. There are about 180 stores, including high-fashion brands such as Armani and Prada, Gucci and Burberry and stores you don’t normally see such as Victorinox and Moncler. And, of course, there are mid-range stores including Tommy Hilfiger and Ralph Lauren, as well as fast-fashion.
Since we first visited in 2016, this development has only gotten bigger and better with a 100 million euro expansion/upgrade during the past year including :
• a huge new parking garage, with 6,500 spaces, in addition to surface parking.
• big new stores, including a swanky Ted Baker outlet from the London-based publicly traded chain of luxury apparel.
• a Wagamama, part of the London-based chain of Asian/fusion restaurants.
If you, like us, love bargains and shopping, don’t miss this place.
See our main Roermond post here.
See our 2019 post here about the ongoing boom and new housing.
Batavia Stad Fashion Outlet
This was the first fashion outlet in the Netherlands, opening in 2001 in Lelystad, northeast of Amsterdam near Almere. This is another big outlet with 150 stores, including Armani, Boggi Milano, Cavallaro Napoli, Boss and other fashion leaders, along with SuperDry and every other hot brand.
Those stores include several that are uniquely Dutch including Ai&ko Fabienne Chapot, Marlies Dekkers and America Today. Yes, America Today is Dutch, an affordable brand inspired by the preppy American college look.
Oh, and we noticed on the website there’s a Max Verstappen pop-up store.
More after we check it out.
See Dispatches’ fashion archives here, which includes info on the best fashion outlets across Europe.
