Outlet mall concept strikes roots in the UAE

Monday, Oct 28, 2013

Dubai: The Dubai Outlet Mall struck the first blow for the concept not just in the UAE but the wider region as well.

At the time of its announcement and even later post the opening, there was a degree of scepticism that the outlet mall concept would take time to evolve in the UAE. The preferences of the local shopper, it was believed, would always be for mall destinations at central locations. Plus, why should the affluent shopper base in the UAE look for off-season purchases?

It can be said that Dubai Outlet Mall has put all such doubts to rest. Weekend traffic has averaged high numbers and the weekdays have not been bad either.

“The soul of the concept is all about ‘value’ which passes on right from the developer to the tenants [retailers] and further to the customers,” Vishal Mahajan, director at Dubai Outlet Mall, said. “The restrictions in the business models of all constituents of the development also makes this concept quite ‘limited’.

“The outlet mall concept is as such unique and differs in many factors from a regular mall concept which makes it difficult to copy.”

By Manoj Nair Associate Editor