VIA Outlets, the European owner-operators of premium fashion outlet destinations, has unveiled a new corporate branding following an extensive rebranding undertaking.
The new branding signifies VIA Outlets’ brand purpose as redefining the outlet shopping experience and refocuses its mission and brand experience towards digital transformation and sustainability, which will sit alongside the company’s 3 R’s strategy of remodelling, remerchandising and remarketing.
The rebrand also consists of a new visual identity and updated logos for both the company and the centres, as well as the refreshed brand promise ‘Going Places’ which will influence the company’s future positioning.
Roll-out of the new brand will start now and continue throughout the rest of the year.
Jorge Loconsole, head of marketing of VIA Outlets, commented: “We are thrilled to be uncovering this completely new branding for VIA Outlets, which replaces the visual identity that has been in use since the foundation of the company in 2014. Over the past seven years, VIA Outlets has evolved in many ways, including the structure of the company and the activities we are focussing on, and we wanted to create a new brand positioning to better reflect the organisation we are today. This represents a bold step forward for our organisation as we look towards the future and the next chapter of our development.”
Otto Ambagtsheer, chief executive officer, added: “Last year, APG became the sole investor of VIA Outlets and we have also moved from a fund to a corporate structure, so in many ways it feels like a new beginning for the company, which made it an ideal moment in time to refresh the brand and solidify both our brand promise and the positioning of the brand. With this new brand in place, we are excited to start going places.”