DFO Australia is attracting 17 million customers each year, a boom of 40% over the last eight years.
This week, the outlet chain announced a refreshed DFO logo and campaign style to maximise sales even further.
Because the company has attributed growing sales to one factor:
Its ability to offer premium and luxury brands at bargain prices.
Outlet shopping is the fastest growing sector of the industry, with premium quality outlets in particular offering high occupancy and income growth levels.
Sales at DFO have increased by close to 70% in the past eight years.
The Vicinity Centre-owned DFO has seen particularly strong growth in apparel, increasing more than 12% in the past two years.
More than one-third of retailers now have stock specifically for DFO, including Coach, Michael Kors and Portmans.
As part of a $2 million reinvestment campaign, new logos and campaigns have started to roll out in centres across Melbourne, Sydney, Brisbane and Perth.
It will also include new signs and a national advertising campaign.