stable corporate book
DESCRIPTION
TRANSCRIPT
RUIMT E
LIJKE STATE MENTS
Stable International is an independent property development company that is in the business of creating special, inspiring projects and co-creating and initiating area developments.
Stable International is a property development company that operates at the cutting edge of retail and leisure. Our organisation has a strong international orientation, is experiencing rapid, controlled growth and works independently or in partnership with specialist co-developers. In this way we create the most favourable starting position for projects to deliver added value both today and tomorrow, for investors, tenants, consumers and residents.
At the cutting edge of retail & leisure
Identity has a crucial part to play in the development of locations and projects.
An important aspect of this is the development of a name that is not only in
keeping with the ambitions of the area, but also provides for a significant loading
of all the activities, both now and in the future. A name that can grow into
a brand capable of bringing about a series of carefully directed associations in
the target groups. This brand development, or branding, has everything to do
with the desired positioning and all of Stable International’s projects illustrate
the added value that this marketing approach can realise.
Developing is growing
gezellig winkelstraatje
Identity & Branding
Stable International’s approach to the
different projects is inspired by the realisation
that as a property developer we have a
responsibility that goes beyond construction
time alone. Our projects result in spatial
statements with a major impact, both short
and long term, which is why we work on a
long-term involvement basis. Project and
area development is not just about planning,
construction and departure. Real develop-
ment takes time – time to establish that the
basic principles prove their value in practice,
time to continue developing the support and
time to reap the benefits of the commercial
development and growth of projects.
Our permanent involvement, area development-
oriented approach and use of sales-related
letting show that as a property developer
we really are also partners in business and
remain involved.
Long-term involvement
Room to do business
In shopping and outlet centres in particular professional management is vitally important to the
successful functioning of a centre. Through its years of involvement with outlet centres Stable has
built up outstanding know-how in many subsectors of this market segment. Our team has acquired
years of experience in shopping centre management. Stable contributes this knowledge to the local
management teams so that centre management can take full advantage of this wealth of experience
and immediately be brought up to a very high standard. The local management teams use clear
Key Performance Indicators and of course current business to monitor visitor flows, sales and the
performance of the tenants. It is important that centres remain safe and clean to give visitors that
pleasant, welcome feeling. Our management teams also look after the training of tenants’ shop staff
and the development of commercial and publicity campaigns.
Centre management is doing business
A good range of branches is essential if optimum appeal is to be created in all shopping and outlet centres.
Where branches of given brands are absent and are not made available by the market, we go a step further
in our involvement and entrepreneurial spirit. In these situations we use a retail subsidiary to enable us to
undertake the missing retail activities at our own expense and risk. Since they have proved very successful
in practice, we are further expanding these retail activities in the countries where we operate. The experience
we acquire from them is used in our management teams, but also in the development of new shopping
centres by Stable, giving rise to an optimum synergy between all the activities within Stable International.
Retail activities
LeasingStable International uses its own team to pursue leasing activities. Over the years we have
built up a wide national and international relationship network, which is the most important
basis for the outstanding results in the leasing of both outlets and shopping centres.
Our long-term involvement in projects means that not only the leasing percentage, but also
the range of branches and the quality of the tenant and the contribution made to the long-term
success of the centre are of decisive importance. Stable has proven to be an enterprising and
innovative partner in the recent past, as is evident from the international tenant base that
Stable has selected as exclusive partners for entering the Dutch market. Stable’s partners include
MediaMarkt, Marktkauf and Toys ‘R’ Us, companies with a high degree of complexity when
it comes to size and location in relation to required use. Stable has broken new ground in the
Netherlands in this regard.
Stable has broken new ground in
the Netherlands
For each project Stable International assembles a team of specialists – urban planners, architects,
landscape designers – capable of developing distinctive solutions in partnership with it. Stable’s input
consists of its years of experience and the ability to keep thinking fundamentally out-of-the-box.
This results in a distinctive combination of talent and leads to spectacular results that confirm
Stable’s reputation as an innovative property developer.
Creation, looking at things differently, seeing things differently
werkmaquette
International focusStable International is a property developer with a strong international orientation.
We have introduced global brands such as Toys ‘R’ Us, Decathlon, MediaMarkt and
Marktkauf to the Dutch market. The Factory Outlet concept was successfully introduced
in the Netherlands by Stable, Batavia Stad becoming the first FOC in the Netherlands
in 2001. For us the brands operating in the outlet sector are not tenants but partners,
partners from whom we can learn and who in their turn rely on our expertise.
This partnership is the basis for close cooperation on new developments.
Stable now also operates as a property developer across the border and is involved
in the development, construction and management of various fashion outlet centres
in Germany, for example.
Results from the past are the best guarantee for the future
Finding forms that combine function and perception
Self-evidencies soon take on a life of their own and
form a barrier to innovative solutions. Every one of the
requirements of different users, cars and the public space
is a contrast that can be solved by looking at the space
in a different way.
Creation
Cases
Area developmentUsually the authorities commission urban planning consultants to shape an area
development. In Lelystad Stable International took the area development initiative
itself and in Amersfoort-Vathorst even dared to replace an urban planning vision
already elaborated with a completely new, innovative and contemporary plan.
Stable International drew up a master plan for both these major projects and is
also developing them under the urban development plan that the company also
drew up. The development of both areas is in full swing in accordance with the
master plan initiated and drawn up by Stable. Stable International has proven to
be capable not only of initiating intrinsically good and realistic area developments,
but also of actually developing and operating them. In both cases they are
developments that can fulfil the desired high ambition level and be valued by
the residents, consumers, authorities and businesses for their atmosphere, aura
and success in socio-economic terms.
overzicht
The urban development plan for the centre of Vathorst
originally provided for a covered shopping centre as
a separate development, a railway station and an
enclosed complex of schools, library, sports hall and
more minor government provisions, spread without
connection across the wide plan area.
Stable International took the initiative to modify
the urban development plan radically. As the driving
force Stable drew up a new master plan for the centre
of Vathorst in close cooperation with the City of
Amersfoort, the Vathorst Development Company and
client MAB. It is now a centre that functions as the
beating heart and the living room of this new urban
district of Amersfoort of more than 30,000 residents.
Every conceivable function that belongs in such an
urban district is represented: railway station, schools,
sports hall, library, services, catering, crèche, living
and shops. They are integrated and interwoven in such
a way that the centre is a pleasant place to be at any
time of the day. Adjoining premises have been included
in the master plan and every subarea of the plan is
executed as intended. It is not the simplest and most
obvious way that has been chosen, but quality.
The integration of buildings, the use of different height
levels within the area and car traffic have not been
ignored, but have been included in the development
as serious functions. The first major projects and
subareas were completed in 2009.
Amersfoort - Vathorst centre development
The central thought behind the new centre of the Amersfoort development area Vathorst
was the realisation of a mixed-use project. Different functions are combined in a single plan:
a school, the municipal information centre, the library, a church and housing.
Stable International, on behalf of MAB, collaborated on the master plan for the 150,000 m²
with Attika Architects for supervision and architecture and Handle with Care for the public
area. This resulted in a functional but above all pleasant, attractive environment where the
consumer and the local residents take centre stage. Of course, this means that the customer
must also be able to park his car conveniently for a quick purchase. The car is a given and
an economic factor of great importance for the proper functioning of a shopping centre.
We have expressly chosen accessibility in combination with smart parking facilities, a choice
with which not only consumers but also businesses and residents agree.
Vathorst urban district centre
Vathorst Centre, a CoCktail of funCtions
At the end of the 1990s Stable International took the
initiative to develop the first Factory Outlet Centre
in the Netherlands on the coast at Lelystad, an area
consisting of a green plain with just the small
Batavia Yard and the former Polder Museum.
It was an infrequently visited area on the coast with
an abundance of space and potential.
The arrival of Batavia Stad Fashion Outlet on the
Lelystad coast has given the area an enormous boost.
More than two million people visit the outlet centre
each year. The former Polder Museum has now been
extended and refurbished under the name Nieuw Land
Heritage Centre. Following the completion of a replica
of the Batavia, the reconstruction of De Zeven Provinciën
(The Seven Provinces), the flagship of Admiral de Ruyter,
is now under way at the Batavia Yard. The City of
Lelystad worked closely with Stable to produce an
urban development plan, which Stable International,
in association with its development partners Amvest,
Rabo Vastgoed and Van Wijnen, used as a basis to
create new opportunities for the area and to produce
a plan for Batavia Harbour with high quality housing
and commercial facilities. The harbour has now been
enlarged, functioning as an important visitor’s harbour
and providing a home to the Brown Fleet - a collection
of special antique ships. The high quality housing to
a Krier & Kohl design is being built in phases; the first
block of 80 apartments has now been taken into use.
Lelystad - Batavia Stad/Batavia Harbour Coastal Strip
Batavia Stad Phase l
Batavia Stad Phase ll
Batavia Stad Phase III
Parking more than 2000 places
NLE Museum
Park
Hotel development
Batavia Wharf
RACM Lelystad
Mexx outlet
Housing development Batavia Haven
BEEC (BataviaStad Event & Exhibition Centre)
Restaurant
New yachting club
Future leisure development
The old historic wooden sailing fleet
BEEC Phase I
Phase II
Phase III
Park
The City of Lelystad has refurbished the public area to a high standard and Stable International
will shortly be unveiling its plans for a new development in the area: the BEEC, that is the
Batavia Stad Event & Exhibition Centre. This project will supplement the area developments
and will attract many visitors each year. A new hotel on Batavia Harbour will complete this
part of the plan.
With its innovative ideas in Lelystad, Stable International has proven to be the initiator not only
of a project, but also of a complete area development. Ideas that do not specifically focus on a
single project but on the project and its environment. We have not however left it at making plans,
but have also actually implemented and realised them at our own expense and risk. And more
importantly, the operation has remained entirely for our own account.
Batavia Stad
P
P
P
Polderpoort
Scheepspoort
Stadspoort
Boulevard
Boul
evar
d
132
130
126
124
120
118
114
112
224
222
226
216
220206 204
200210
228 236 238 242240 244 246 248 250252 254
106108 9894 92 90 86
80 76 74 72
70 6662
56 58 60
52
48
46
40363432282420181410
101A 101B 97 95 89
77 7371 69 51
37333129
25
87
21
19
15117
11
2
230
2301 verd.e
259
261
263
265
269
273275
277 279 281 283285 287
289 291
290288
286284282280278276274
262
272
260
264
Phase II
Phase III
With more than two million visitors a year Batavia Stad, the Factory Outlet Village built in old-Dutch
style, now occupies a top five position on the list of most visited attractions in the Netherlands. It has
been a great success since its opening in 2001. The original 14,500 m2 of shopping and catering facilities
has been extended towards the Markermeer with an additional 6,500 m2: Batavia Stad Phase II.
Built in a mixture of classical Dutch styles, this expansion continues the historicising character of
Batavia Stad. Traditional stepped gables and white patrician buildings, alternating with style elements
of the traditional Beguinages, provide for a special atmosphere and quality. This expansion provides
a natural link to the newly developed waterfront, with its eye-catching Polo Ralph Lauren and La Place
building. Batavia Stad Phase III, an exclusive 5,500 m² expansion with 25 shops, was opened in
February 2009. Chic curved shopping streets, wrought iron, luxury shop fronts, characteristic 50-year-old
plane trees and unusual shops add aura and grandeur.
The position that Batavia Stad now occupies is the result of a clear vision and an attractive range of top
brands at sharply reduced prices. At its launch the outlet shopping phenomenon provoked the inevitable
controversy; it was feared that outlet shopping would mean the end of the regular retail trade.
Time has shown the impact actually to be a positive one that also creates additional employment.
The Factory Outlet Centre concept is on solid ground in the Netherlands, Batavia Stad, which now acts
as a strong regional feeder, being both a showcase and the ultimate reference in this regard.
The shopping centre in the centre of Lelystad has also benefited from this, having recently undergone
complete redevelopment and extension.
Continuing development
Constant coordination with users is important for optimising formulas. At Batavia Stad this led to a
second phase in which we gave the tenants the opportunity to set up their shop windows more in line
with their corporate identity by replacing the barred windows with larger glass elements. An alteration
that led to demonstrably more shop visits and sales. In that second phase we also laid out the public space
differently: more seats, more greenery and more play facilities. These elements brought a new rhythm to the
shopping streets, leading to a significant improvement in the average length of stay. Barely six years after
completion of the first phase investment was also put into reorganising the public area and facade elements
of this area to raise it to the quality level of the expansion.
Leading fashion brands with attractive discounts (30 to 70%) in combination with varied
and attractive catering facilities provide for a unique and permanently up-to-date success formula.
The expansion illustrates the strength and the power of Batavia Stad.
Marketing team
At Batavia Stad a team of marketers works on
the marketing strategy, such as promotions, events,
advertising and publicity. At the same time our staff
provide training for tenants’ sales staff and supervise
in-store campaigns and the development of
merchandising. The Tourist Manager in the team
works closely with the surrounding museums and other
attractions to encourage tourists to visit Batavia Stad.
The Operations Manager is responsible with his staff
for maintaining the high level of quality, cleanliness
and safety that is so valued by visitors.
Batavia Stad Academy
People make the difference, in factory outlet villages too. We use our
experience in the education and training of the sales staff of our existing
and future tenants. In this way we make an important contribution to
the continuing development of the high standards that our business
partners and visitors to the outlets appreciate. Batavia Stad Academy is
the latest example of this, in a unique partnership between Batavia Stad
Fashion Outlet and the Flevoland Regional Training Centre, where a
certified upper secondary vocational training course for retail staff is
given. In 2010 a start will be made on a higher vocational training
course in conjunction with Stenden University in Leeuwarden.
Retail LinqOur own retail organisation runs shops of familiar fashion brands that do not want
to undertake this activity for their own account, an example of entrepreneurship going
off the beaten track. Vertical integration in due form. In this way we not only have a
better idea of the opportunities and threats of our tenants, but we have also identified
ourselves with them.
The new consumerThe advance of shopping outlet centres and villages, where the manufacturer serves con-
sumers directly, without the intervention of wholesalers, is in keeping with the spirit
of the age. The internet, as engine of the service economy, has provided for a high degree
of transparency and increasingly demanding customers. Consumers know far better what
is for sale and pursue a particular shopping experience. The various outlet formulas offer
a combination of factors to which the modern consumer is sensitive: ease of access, safety
and cleanliness, variety of catering, attractiveness of range, big brands and discounts.
The Factory Outlet concept is in keeping with the altered view brands have of distribution.
In this regard they are increasingly seeking a multi-channel approach direct from producer
to consumer, using the internet and their own dedicated stores and outlets.
Wiedemar Fashion OutletRising up 20 minutes by car from the city of Leipzig is Wiedemar Fashion Outlet, a factory outlet centre
located directly on the exit from the A9 motorway (from Berlin to Munich) and close to Leipzig Airport.
Following the fall of the wall, the region is developing rapidly into a special economic centre with a hinterland
formed by the 4.2 million residents. Major international companies are choosing this part of Germany, which is
developing tempestuously following a large-scale reorganisation.
Wiedemar Fashion Outlet is characterised by striking colourful elements, high shop fronts and a roof and
facade design that makes a special interplay with the incident northern light possible, combined with elements
of industrial design. The covered centre of more than 15,000 m² with only shops on the ground floor occupies
an inviting, eye-catching position right on the motorway.
Stable is working with Bartels Consulting Architects of Magdeburg on this project. Squares and grounds
are being designed and laid out by the Amsterdam landscape architects Handle with Care, which also signed up
for the reorganisation of the open spaces of Batavia Stad Outlet Shopping.
Wiedemar provides space for more than 60 shops and has more than 1,500 parking spaces.
Saale
Saa l e
Borna
Eilenburg
Bad Düben
stedt Könner n
Torga u
Altenburg
Zeitz
Weissenfels
Naumburg
Bitterfeld
Merseburg
t
Freyburg
Jena
Leipzig
Halle
14
38
9
9
WiedemarLeipzig Airport
Innovative development
Montabaur Fashion Outlet MONTABAUR
F A S H I O N O U T L E T
Mannheim
Koblenz
Bonn
3
3
4560
61
62
61 45
48
66
5
4
5
3
1
1
1
Montabaur
FrankfurtFrankfurt
KölnKöln
Directly on the A3 motorway and right next to the ICE train link between Cologne and Frankfurt am Main
is Montabaur. This town with a high-tech railway station opens up a catchment area of around 12 million
residents. This makes the Montabaur Fashion Outlet an especially promising project.
The town of Montabaur has a perfect location in the Westerwald, between the rivers Rhine, Sieg and Lahn.
It is a popular recreation area with all the space and perfect infrastructure for a successful Fashion Outlet Centre.
The Montabaur Fashion Outlet will cover 13,500 m2 altogether, providing accommodation to 70 brands and
having more than 1,200 parking spaces. A start on the construction of Montabaur Fashion Outlet will be made
in the summer of 2010, with the opening scheduled for the summer of 2011.
Stable International Development BV
Hardwareweg 26, 3821 BM Amersfoort Netherlands
+31 (0)33 - 450 40 30
www.stable.nl [email protected]
RUIMTE
LIJKE STATE MENTS