McArthurGlen Designer Outlet Parndorf has wrapped up 2025 as its strongest year since opening in 1998. Sales reached a new all-time high, up +1.4% over an already exceptional 2024, and the center ranked 3rd among all outlet centers in Europe in the Ecostra Outlet Center Performance Report – a tenant-led assessment that has tracked the sector since 2008. For a center competing against Europe’s most established outlet destinations, the result is a meaningful endorsement.
The Ecostra ranking carries particular weight because it reflects the direct verdict of brand partners rather than external analysts. Sitting third on that list points to something structural about how the center operates. “A record year, 3rd place in Europe, and that in the direct verdict of our brand partners – this is not something to take for granted,” says Mario Schwann, General Manager. “Parndorf is not an outlet in the conventional sense – we are a destination.”
That positioning is increasingly supported by the numbers. Growth in 2025 was broad-based, spanning categories well beyond traditional fashion. Confectionery led with +20.5%, followed by Leisure (+7.6%), Home (+6.3%), Beauty (+6.2%), and Sportswear (+2.3%). Food and Beverage grew +2.4%, with the center’s expanded restaurant and food truck offer – including the Bistrot Italiano and rotating seasonal concepts – playing a visible role in extending dwell time and repeat visits. The performance across these segments signals that Designer Outlet Parndorf is functioning as a multi-segment retail and lifestyle destination, not simply a discounted fashion offer.
On the physical side, 2025 saw 5,279 sqm of retail space renewed through new openings, relocations, and temporary stores. The most significant expansion was Nike, which grew to 1,537 sqm. New Balance, Arc’teryx, Bogner, Napapijri, and The North Face also extended their footprints, reinforcing the center’s strength in sport, outdoor, and premium lifestyle – categories that continue to outperform the broader market. New entrants including Ferragamo, Tumi, Dr. Martens, Kapten & Son, and Rossopomodoro broadened the brand mix further. For several international brands, Parndorf also served its established role as a market entry platform for Austria, with Spyder and Santoni among the latest to use the center as a first foothold in the country.
Visitor dynamics reflected the center’s pull at both a domestic and international level. Within Austria, travelers from outside the core catchment area of Vienna, Lower Austria, and Burgenland grew by +7.3%, with Carinthia, Styria, and Salzburg all contributing. The core catchment itself posted +1.9% growth, with Vienna up +2.0%. Tax Free Shopping grew +9.0%, the sharpest single indicator of international demand, with long-haul visitors from China, Japan, South Korea, and the Middle East increasingly building Parndorf into their Austria itineraries.
The results were achieved against a backdrop that has been challenging for much of Austrian retail: rising costs, compressed margins, and cautious consumer spending. Dr. Joachim Will of ecostra frames the context plainly: “Who ranks continuously among the top performers in Europe in direct tenant assessments is doing a great deal right, particularly at a time when online retail is capturing significant market share. It sends a strong signal for brick-and-mortar retail.” He also points to the center’s broader economic role: as one of Burgenland’s largest private employers, its regional significance extends well beyond retail performance metrics.
Looking into 2026, management reports that the year has started at prior-year levels, a solid position given current market conditions. Infrastructure investment continues, including one of Austria’s largest EV charging hubs on site with 100 stations, and direct shuttle connections to Vienna, Budapest, and Bratislava.
“The fact that Designer Outlet Parndorf has continued to invest in spaces, brands, and infrastructure in exactly this climate reflects a deliberate business stance. The current year has started well, in a challenging environment, we are satisfied and tracking at prior-year levels. The outstanding fiscal year we just concluded is the result of sustained commitment, including and especially in conditions that have not been straightforward for retail. Our visitors do not just come to shop, they come because they are fans, and because Designer Outlet Parndorf delivers a reliable, unique overall experience. That standard is what we will continue to pursue going forward.”
Mario Schwann, General Manager of Designer Outlet Parndorf
For retail real estate, the Parndorf story in 2025 makes a straightforward case: consistent investment in brand quality, physical environment, and visitor experience compounds over time, and holds up even when the broader market does not.
(dp)
