A broad retail offensive for fashion, sport and lifestyle as well as a strong focus on Generation Z will set the tone for Parndorf. Easy accessibility by train, car or shuttle bus from Vienna, Bratislava and Budapest and an increasing number of European shopping tourists are consolidating the center as a leading destination.
As one of the most visited destinations in Austria, the Parndorf Designer Outlet attracts more visitors than some of the country’s most famous sights with a visitor frequency of 7.2 million (+6.1%). With an increase in sales of 6.9% (2024) compared to the previous year, the Designer Outlet once again surpassed its previous record year of 2023. This makes 2024 the most successful year since it opened in 1998. The increase in sales is also well above the current industry average. The Austrian retail sector achieved sales growth of just 2.1% in 2024.
The current year 2025 has also got off to a very good start: Compared to the previous year, sales have risen by 4.8% in the first few months (CW 1-17) – 2 million visitors have already come to the center in these first few months (+ 2.2%). The average purchase per visit also increased – by a pleasing 2.5%. Easter business in particular proved to be a strong growth driver: with 16% more visitors and a 12% increase in sales compared to the previous year, the center also achieved new record figures in this period.
Not only the Parndorf Designer Outlet, but also the entire McArthurGlen Group can look back on its most successful year to date: visitor numbers rose to 100 million in 2024. This growth is based on a consistent internationalization strategy, the targeted development of new markets and the ongoing optimization of the offering – from brand experience to service quality.
Tourism boom as a driver of growth
Among others, neighboring countries Slovakia and Hungary in particular are providing a strong boost with an 8% increase in international visitors. At the same time, more and more shopping fans from the Czech Republic, Romania and Serbia as well as from southern Europe, particularly Italy and Spain, are discovering the benefits of the outlet. The Parndorf Designer Outlet is also increasingly popular with German and British vacationers. In addition, long-distance travelers from the USA, China, the Middle East and India are increasingly becoming the focus of the international expansion strategy. The positive development continues seamlessly in 2025: the center already reached the pre-corona level of 2019 in the first two months.
In order to establish itself as an integral part of the Austrian tourism offer and to further optimize the shopping experience, the Designer Outlet Parndorf is focusing on strategic partnerships with regional hotels, tourism associations and tour operators. New services have been created, such as a delivery service with worldwide shipping, VIP packages, cooperation with ÖBB and much more.
New dimensions of shopping
Many established premium labels have increased their presence in the outlet in order to appeal to fashion-conscious customers with high-quality collections. For example, Dr. Martens and Ferragamo opened a store in the spring, complementing the diverse range of brands with iconic shoes and timeless key pieces.
The retail strategy at Designer Outlet Parndorf Zentral focuses on the strategic further development of sales areas through innovative store designs, re-openings and the targeted integration of new brands.
From 2020 to 2023, over 20,000 sq m of store space was modernized, 4,000 sq m were added in 2024 and a further 4,500 sq m are planned for 2025. The new additions include McQueen, Ferragamo, WRSTBHVR, Spyder, Läderach and Tumi.
The center’s culinary offering is also showing great success. With an increase of 13%, gastronomy was the strongest growth area in 2024 – clear evidence of the increasing importance of culinary offerings as part of the shopping experience.
“We are experiencing a change in shopping behavior – and our visitors are becoming younger and more international,” explains General Manager Mario Schwann. “The new generation is looking for trendy brands that authentically reflect their individual lifestyle. That’s why we are increasingly focusing on dynamic sports and streetwear labels such as WRSTBHVR and Stone Island – without losing sight of our core strategy: Top brands for all age groups and a unique shopping experience.”
Sustainability as a central element of the strategy
The center runs entirely on electricity from renewable sources. With LED lighting throughout the building and the complete abandonment of gas in public areas in favor of modern heat pumps, energy consumption has been greatly reduced.
In 2024, a large photovoltaic system was installed: state-of-the-art solar panels on a roof area of 1,650 sq m produce part of the electricity required directly on site. An expansion of this system is already being planned to further increase energy self-sufficiency. At the same time, one of Austria’s largest e-charging hubs was created with 100 new charging stations, making sustainable mobility possible for visitors from all over Europe.
