McArthurGlen Designer Outlet

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SPICE Q&A PR - Karoline Mueller (Regional Communications Manager Northern Europe)

Why do you like working in PR / Branding? 

It combines many things I love. Working with people, being creative and thinking ahead. The right strategy is key and that leads to the fact that every day is something new.

What advice would you give someone who is at the start of his/her career in PR / Branding?

Always be yourself. Don’t lose your principles. Every project – especially those you may not like - helps you to grow.

What is the most important lesson you have learned from working in this industry?

The impossible can be possible. That's why I always try to get the best out of it.

What is the biggest change within PR & Branding since COVID-19?

The “world of communication” needs to be even more flexible and innovative than before but at the same time traditional PR has become relevant again.

What role does social media play in your strategy?

It is an important one. But it needs to be in line with a 360-degree communication strategy to reach the optimum.

Do you work with influencers? Why do you, or why don't you?

Yes, but it’s very important that we match. It needs to be an authentic relationship – a partnership – so the chemistry needs to be right.


About McArthurGlen Group 

McArthurGlen Group, Europe’s leading owner, developer and manager of designer outlets, was founded in Europe by the Kaempfer Partners in 1993. The pioneer of designer outlet retailing in Europe, McArthurGlen has since developed 675,000 sq m of retail space. The company currently manages 25 designer outlets in ten countries: Austria, Belgium, Canada, France, Germany, Greece, Italy, the Netherlands, Spain and the UK, delivering total portfolio revenues of over 4.5 billion euros a year.

The centres are home to the most sought-after luxury and premium brands, and offer over 90 million fashion-loving customers year-round savings in vibrant, high-quality shopping environments. 

In 2013, McArthurGlen became a joint venture between the Kaempfer Partners and Simon Property Group Co. (NYSE SPG), a global leader in the ownership of premier shopping, dining, entertainment and mixed-use destinations.