“Competition breathes life into the business”. Today, there are still many managers who orientate themselves towards their competitors and improve by analysing them. I, however, have come to another conclusion : “cooperation breathes life into the business”. Outlet Centres work according to exactly this principle. Shop partners achieve together what they could never have achieved alone: broad advertising campaigns, punchy marketing activities and a high customer frequency. In such a community, individual brands and business can keep up with the “giants”.