Outlet centres in Europe: EOIR analysis
Outlet centres have grown strongly in recent years. Demand for them has increased dramatically and continues to show positive momentum. In this format, shops offer customers products from well-known brands at low prices. The interest of retail and entertainment brands in this type of property is expected to continue to grow.
According to the data presented in the EOIR survey, the sector is popular with both brands and shoppers. This is borne out by the statistics:
– total sales in 210 European outlet centres were worth €23bn in 2025;
– a figure 23% higher than the 2019 results;
– this figure is projected to reach €30bn by 2028.
In addition to sales, outlet centre floor space is also growing. It has increased by 41% since 2014. Analysts expect this figure to grow by a further 8% by 2027. The stimulating factors here are the construction of new facilities and the expansion of existing ones.
Ranking of the best centres
The EOIR report contains an analysis of outlet centres in 35 countries. The properties are ranked according to a number of parameters, including not only the characteristics of the shopping centres themselves, but also the tenants.
Analyst Ken Gunn reports that outlet centres are one of the most sought-after retail property formats. Despite rapid growth, this market has not yet reached its full potential. EOIR’s research shows that there are still underserved locations. Furthermore, the European market offers opportunities for joint or sole ownership. Realising the potential of such undervalued assets can significantly increase returns.
The best European outlet centres according to the analysis are:
– Bicester Village (UK);
– Serravalle in Italy;
– Roermond in the Netherlands;
– La Roca Village in Spain;
– Noventa di Piave in Italy.
Moreover, several centres have undergone modernisation, which has significantly increased their investment attractiveness. Among them are Seville Fashion Outlet in Spain and Fashion House Pallady in Romania. Major centres in Norway, Portugal and Italy are performing well.
Sector trends
Since 2023, 588 new brands have opened stores in outlet centres. Leading the expansion was cosmetics and body care manufacturer Rituals. The company opened 14 new stores. Jack & Jones came second, followed by Under Armour, Swarovski and Skechers.
Levi’s, Guess, Adidas, Puma and Tommy Hilfiger were the biggest tenants in Europe.
The majority of outlet centres are concentrated in six European countries. The UK, France, Italy, Poland, Spain and Germany account for 70% of the total. Italy leads in terms of the number of outlet centres with 2879 outlets. The UK, on the other hand, stands out in terms of brand diversity, offering products from 823 companies.