Unibail-Rodamco-Westfield reveals major international and Dutch signings and new concept: The Gallery

Unibail-Rodamco-Westfield today reveals leading international brand Hugo Boss and Dutch retailers Distrikt, concept store Hutspot, Ace & Tate and 10Days are the latest that have signed-up for its 590 million euros Westfield Mall of the Netherlands development. More than 90 retailers are now already open in the first phase of the centre set to revolutionise retail in the Netherlands on its completion in 2020.

Making the announcement at the international real estate show MAPIC in Cannes, France, Westfield Mall of the Netherlands also unveiled plans for a new concept called The Gallery. Created in collaboration with Amsterdam International Fashion Week and House of Denim founder James Veenhoff, the 3,000 sqm. centrepiece will house a collection of 17 boutiques and lifestyle stores, along with three pop-up stores. Trendy Amsterdam-based brands Hutspot, Ace & Tate and 10Days are the first to be confirmed for the space. James Veenhoff will remain as the ambassador for The Gallery which will also play host to collaborations, pop-up concepts and exclusive events.

Bart van Twillert, Country Manager, Netherlands of Unibail-Rodamco-Westfield, says: “We’re now in the final stages of leasing and are pleased to reveal another five brands that have taken the opportunity to be part of a retail experience the Netherlands has never seen. This is our first development in the Dutch market, the first new Westfield branded centre to open across the Group’s portfolio and a genuine first for the Dutch retail landscape. We’re creating a fully integrated lifestyle destination with best-in-class concept stores, cutting-edge leisure activities, immersive events and a superior food offering, to deliver exceptional retail experiences for our retailers and visitors. Our new concept, The Gallery, is another example of this ambition.”

The new signings reflect the appeal of the development for both international and Dutch brands. This is the first time that a mall of this size and ambition has been allowed in the Netherlands, where retail policy has previously precluded such a scheme. The centre therefore represents a unique market entry opportunity that promises to irreversibly change the Dutch retail landscape.

It is ideally located in the Randstad, a vibrant megalopolis covering the country’s four largest cities of Amsterdam, Rotterdam, The Hague and Utrecht. Approximately 8.2m of the Netherlands’ 17m residents live here and 3.7m fall within the centre’s immediate catchment area, generating a retail spend of 28.6 bn euros – consistently outperforming the rest of the country. The destination is served by three highways, three tram lines and two bus routes and will also feature 1,500 bicycle spaces along with 4,000 free car spaces over five parking areas.

Once the site has been entirely redeveloped, the centre will be home to over 280 stores, restaurants, leisure and entertainment outlets across 117,000 sqm, including a 10-screen Kinepolis cinema with 1,800 seats, along with unique events and experiences. These will include the world’s most immersive VR experience venture, The Void, The O’Learys event centre of 3,300 sqm and an exceptional area dedicated to food and drinks with 22 dining options.

Demonstrating the centre’s focus on experience, the 2,500+ sqm buy-and-eat food market, FRESH!, is already trading and attracting in excess of 400,000 visitors every month. Fully let, it features 34 operators offering the best local high-street concepts and gastronomy including familiar names such as Bij Robert, Leonidas, Adega, Wah Nam Hong, Bakker van Maanen and Alexanderhoeve kaas. This food offering is further strengthened by a state-of-the-art Jumbo Foodmarkt and Albert Heijn XL, together for the first time in the same location.

The latest signings join an impressive list of retailers already committed to opening at Westfield Mall of the Netherlands. Unibail-Rodamco-Westfield has previously announced leading international fashion brands Hunkemöller, Scotch & Soda, Timberland, Nelson Premium, Calzedonia, Intimissimi, Asics and Clarks. The world's largest fashion company, Inditex, has also signed contracts for iconic brands Zara, Bershka, Pull & Bear and Stradivarius which are all to open flagship stores. Further Dutch brands to have signed include The Sting / Costes, Anna van Toor and Paagman. In what is a phased opening, College lifestyle brand America Today welcomed the first shoppers to its store last week, while lingerie retailer Hunkemöller will open the doors of its new flagship later this month.

A luxury range of in-centre services will include a free personal shopper service, allowing visitors to seek style advice from a team of professionals. Visitors will also be able to use Wi-Fi and charging points for telephones and laptops free of charge, reflecting a commitment to offering the optimal visitor experience.