Laika x FREY: Orchestrating retail revolution across European markets
Some partnerships are written in the stars—and our latest client win with FREY Group is exactly that kind of cosmic alignment. When a pioneering French real estate firm with a mission to "restore retail as a service for the common good" needs to amplify their European expansion story, particularly in Germany, there's really only one agency for the job.
FREY: Redefining retail for the future
FREY isn't your typical real estate company. As the first French real estate investment firm to adopt "Entreprise à Mission" status—with unanimous shareholder support—they're proving that business can be a force for positive change. With over €2.3 billion in economic assets and an impressive 97.5% occupancy rate, FREY has established itself as Europe's most innovative player in sustainable retail development.
Under the visionary leadership of Antoine Frey, the company has been quietly revolutionizing retail spaces since 2008. From pioneering ecological retail parks with their greencenter concept to inventing the Shopping Promenade®—a new generation of open-air shopping experiences—FREY has consistently stayed ahead of the curve. Their recent €230 million acquisition of Designer Outlet Berlin and the purchase of ROS (Retail Outlet Shopping), one of Europe's leading outlet managers, signals their serious commitment to pan-European expansion.
The German mission: Strategic storytelling at scale
FREY's European expansion story is remarkable, and it needs to meet an echo in Germany—a critical market for their growth ambitions. That's where Laika comes in. Our mission is multi-layered but crystal clear:
🔹 Establish FREY's presence in German business and retail media landscape
🔹 Position Antoine Frey as the visionary leader driving European retail transformation
🔹 Spotlight the Berlin acquisition as proof of concept for their broader European strategy
🔹 Build anticipation for future announcements without revealing sensitive details
Our flight plan: Precision meets storytelling
We're developing a sophisticated media strategy built around exclusive access and strategic storytelling. In these early stages, our approach will center on pursuing in-depth interview opportunities with Antoine Frey across Germany's leading business publications, while exploring behind-the-scenes access to the Wustermark transformation project. We're also working to identify key German conference opportunities where Antoine can engage in meaningful conversations, because authentic dialogue remains the foundation of trust and credibility.
The Berlin outlet acquisition serves as our primary narrative vehicle, showcasing FREY's distinctive approach to retail transformation and their commitment to mission-driven development. We'll strategically share glimpses of future developments—carefully balancing stakeholder engagement with competitive discretion.
Already in motion 🚀
The work has already begun, with comprehensive media mapping and stakeholder analysis laying the groundwork for FREY's German media debut. We're crafting compelling narratives that showcase not just what FREY does, but why their approach to retail development matters for urban communities, environmental sustainability, and economic resilience.
Because when a company combines B Corp certification, Carbon Zero strategy, and genuine mission-driven leadership with serious financial muscle and proven track record, that's a story worth telling. Welcome to the Laika constellation, FREY—let's show Germany what the future of retail looks like! 🌟