European shopping centre group VIA Outlets has announced the launch of a sustainable pop-up store concept.
With the wider aim of creating “an even more positive and regenerative approach to outlet shopping”, VIA has introduced sustainable pop-up store, ‘Re.Love’, in Lisbon. More shops of this nature are set to arrive in different VIA locations in the months ahead.
The store has been launched to promote the sustainability efforts of existing and new VIA Outlets brand partners, helping raise awareness and inform visitors about the company’s wider green initiatives.
The Re.Love store concept will host sustainable-labelled collections from brands such as Karl Lagerfeld, Desigual, United Colors of Benetton, Hugo Boss, Tommy Hilfiger, and Foursoul. Visitors to the sustainable pop-up store will also have the opportunity to rent/buy from second-hand organisation, Trend Circle, which includes items from Prada, Chanel, Balenciaga, Gucci and Dolce & Gabbana among its collection.
The first Re.Love store opened at the Freeport Lisboa Fashion Outlet on 3 September, while a second shop will arrive at Batavia Stad Amsterdam Fashion Outlet in mid-October – with each site open for a three-month tenure.
Several retailers and retail destinations have ramped up their second-hand product range in recent months, as part of attempts to encourage more circular thinking among consumers. For example, another outlet shopping centre, Bicester Village in the UK, opened a fashion pop-up store in May, called ‘Worn.’, offering a selection of pre-loved items
Geert Paemen, group sustainability director at VIA Outlets, said the Re.Love concept “complements the ambitious environmental targets we have set for our centres and highlights the important efforts being made by our brand partners in this field”.
He added: “As part of the Re.Love launch, we also ignite a new partnership with Zero Desperdicio – which has developed a textile waste tracking platform to help fight consumer waste – in Portugal.
“In the Re.Love pop-up store they will weigh all clothing donations from our guests and inform them about their positive contribution to the planet.”
Adrián Branco, corporate social responsibility & sustainability coordinator at Desigual, commented: “Sustainability is no longer an option for companies, but an obligation.
“Consumers demand action and results and we must be prepared to respond to their demands. With this view, it is important for us to support our partners in the actions they lead in favour of sustainability and that is why we were especially keen to join the Re.Love initiative with VIA Outlets.”
[Image credit: VIA Outlets]