Innovative forms of collective bargaining constitute a necessary answer to the challenges posed by productive fragmentation to workers’ representation. An example of such innovation is evident in three Factory Outlet Malls in Italy, where unions’ interlocutor is the property owner of the mall, rather than the legal employers, the tenant shopkeepers. This article sheds light on these potentially path-breaking cases in three steps. First, it identifies the conditions necessary to this innovative form of collective bargaining, here the uncertainty regarding the regulation of Sunday shop closures. Second, it discusses union strategies to reach this goal, from mobilization to partnership. Third, it clarifies the chances of this form of collective bargaining in light of the broad economic and political context. Overall, the analysis provides further food for thought for the debate about the revitalization of unions and, to some extent, the transformations of industrial relations.