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Harvard graduate Scott Malkin is chair of the UK-based luxury brand outlet business called the Bicester Village Shopping Collection. The company was founded in 1992 by Scott Malkin when he moved from America to England with his determined innovative business concepts. This shopping outlet was established in 1995 and has successfully attracted millions of visitors to become the most productive shopping centre in the world in terms of sales density. Scott Malkin has quickly expanded his outlet villages to important European gateway cities and China. Scott Malkin intended to build his villages not to be standard outlets but tourism destinations and part of the experience economy. International visitors are the major customers of all Bicester villages. The unexpected pandemic outbreak, COVID-19, has seriously affected international tourists’ visits to the outlet villages from the beginning of 2020. This has taken its toll on the whole luxury retail and tourism industry. Bicester Village Shopping Collection and luxury retailing is in the eye of the storm and the impact may last a relatively long time. It has forced the organisation and the whole luxury industry to consider survival and recovery strategy during the crisis as well as formulate a new growth strategy which will suit the future customers’ needs.