ACROSS: IN 2025, DESIGNER OUTLET PARNDORF IS ONCE AGAIN INVESTING SEVERAL MILLION EUROS IN THE SITE AND INFRASTRUCTURE. WHICH PROJECTS ARE CURRENTLY AT THE FOREFRONT, AND WHAT GOALS ARE YOU PURSUING WITH THEM?
MARIO SCHWANN: Our owners have been supporting us consistently for many years, and this year is no exception. We’re talking about a multimillion-euro investment, which is reflected in both modernization and infrastructural improvements. On the one hand, this is about the continuous renewal of the center—lifecycle projects, modernizing existing spaces—on the other, it’s very much about sustainability. For us, it’s crucial to present our guests with a center that is up to date and constantly evolving. That’s also why we have been able to position ourselves as one of Europe’s leading shopping destinations over the past years—and this journey continues.
ACROSS: WHICH BRANDS HAVE PARTICULARLY BENEFITED FROM RECENT RENOVATIONS AND EXPANSIONS?
SCHWANN: In recent months, we’ve carried out several major upsizings. A current example is Arc’teryx, where we doubled the store size; similarly, this has been achieved at New Balance, and previously at Lindt and Rituals. Another good example is Läderach: we started with a smaller store, and since the brand has developed so strongly, we were able to expand accordingly. All of this demonstrates that our partners are successful here and that investments at this location are paying off.
ACROSS: SUSTAINABILITY PLAYS AN INCREASINGLY IMPORTANT ROLE IN ALL PROJECTS. WHAT CONCRETE MEASURES HAVE YOU IMPLEMENTED?
SCHWANN: Many. Step by step, we are converting our heating systems from gas to heat pumps, we’ve invested heavily in photovoltaics, and we’ve equipped the entire center with LED lighting. In addition, we’ve created one of the largest charging hubs for electric cars in the region, since many of our guests now arrive in EVs. We were also awarded the BREEAM certificate at the “Excellent” level. That confirms that we are among the most sustainable shopping destinations in Europe.
ACROSS: WHICH KEY FIGURES HELP YOU MEASURE THE IMPACT OF THESE INVESTMENTS?
SCHWANN: We mainly look at increases in footfall, dwell time, and average spend per customer. In many areas, we are seeing double-digit growth rates. At the same time, we invest in our brand partners—for example, through our own Retail Academy, where we provide training and collaborate on optimizing retail spaces. The key question is always: Does a brand have the right store size? Does it need to grow to present its assortment properly? The interplay of these factors makes for success.
ACROSS: LET’S TALK ABOUT A RECENT HIGHLIGHT: THE LATE NIGHT SHOPPING DAYS IN AUGUST 2025. WHAT GOALS DID YOU HAVE, AND WERE THEY ACHIEVED?
SCHWANN: Absolutely. Over the years, we’ve developed the format from a single evening into multiple days. On Wednesday, we were open until 11 p.m., and on the following days, we also had extended hours. The result: double-digit increases in both footfall and sales, with Wednesday being the single most successful day of the entire year so far. The whole week recorded the highest footfall we’ve ever had in Parndorf. That exceeded even our boldest expectations.
ACROSS: WHAT WAS YOUR EXPERIENCE WITH THE EXTENDED OPENING HOURS IN PARTICULAR?
SCHWANN: They were a complete success. Shopping continued until the very last minute. Some partners were initially skeptical about whether traffic would hold up into the late evening. But it did—and how! Many stores reported exceptionally high sales.
ACROSS: WHAT ROLE DID ENTERTAINMENT AND GASTRONOMY PLAY DURING THESE DAYS?
SCHWANN: A very big one. We now have our own food truck area with five vendors, a terrace, a stage, and DJs. During Late Night Shopping, small live bands performed there, which enhanced the special atmosphere. Our permanent restaurants also contributed with special offers. Gastronomy generally extends dwell time, and we observed that effect very strongly on those days.
ACROSS: WERE THERE SEGMENTS THAT PERFORMED ABOVE AVERAGE?
SCHWANN: Yes. Especially sports and outdoor brands, as well as premium labels. Interestingly, confectionery and perfumery also performed very strongly. In general, it shows that younger, trend-driven brands in combination with established premium players create the strongest resonance.
ACROSS: LET’S TURN TO THE SUMMER BUSINESS IN GENERAL. HOW HAS 2025 BEEN SO FAR, PARTICULARLY REGARDING NATIONAL AND INTERNATIONAL TOURISTS?
SCHWANN: We benefit greatly from Burgenland’s touristic appeal. Cultural events such as the opera in the quarry or the proximity to Lake Neusiedl attract many Austrian visitors. At the same time, Parndorf remains an international destination: we are seeing strong growth from the Mediterranean region, especially Turkey, and also from India. From China, we haven’t yet seen the numbers we had hoped for. The Middle East remains stable but below expectations. Germany remains very strong, as do our other neighboring countries.
ACROSS: WHAT ROLE DO TOURIST SERVICES SUCH AS SHUTTLE BUSES OR VIP PACKAGES PLAY?
SCHWANN: A crucial one. We are one of the destinations with the highest number of group tourists. Many guests come as part of tours of the so-called “Golden Triangle” Prague–Vienna–Budapest. For them, shuttle services from Vienna, Bratislava, or Budapest are essential. VIP shopping packages with transfer, lounge access, and our “Fashion Passport” are also in high demand. These are key building blocks to target international customers effectively.
ACROSS: ARE YOU PLANNING NEW COLLABORATIONS IN TOURISM FOR 2026?
SCHWANN: Yes, we are in ongoing talks with airlines, hotels, and tour operators. We’re also exploring additional “tax-free” initiatives to serve international guests even better.
ACROSS: GASTRONOMY IS ANOTHER GROWTH DRIVER. WHAT NEW CONCEPTS HAVE YOU RECENTLY INTRODUCED?
SCHWANN: In 2025, we opened Rossopomodoro. Italian cuisine is a classic that always works. In addition, we use temporary formats such as food trucks as test fields. If a concept works long-term and delivers the right KPIs, it can move into a permanent space. Currently, there is a high demand for healthy, vegetarian, and vegan options. In principle, we rely on a mix: international brands like Wagamama, complemented by regional concepts.
ACROSS: WHICH GASTRONOMY TRENDS DO YOU SEE FOR 2026?
SCHWANN: Healthy, fast, and high-quality will continue to be the dominant standards. Outdoor dining and concepts that evolve from “day to night” will gain importance. In general, we cover all guest needs—from burgers to Asian cuisine to Austrian fare.
ACROSS: WHICH NEW STORES COUNT AMONG THE 2025 HIGHLIGHTS?
SCHWANN: Particularly exciting are the expansions in the luxury and premium sector. Alexander McQueen, Ferragamo, WRSTBHVR, Spyder, Läderach, Tumi, and, most recently, Kapten & Son are either new or expanded partners. Overall, the luxury segment is one of our strongest drivers, but sports, outdoor, travel, and homeware are also developing very dynamically.
ACROSS: WHAT ROLE DO UPSIZINGS AND REDESIGNS PLAY?
SCHWANN: “Rightsizing is more important than upsizing.” Not every brand needs more space. Some examples perform excellently in smaller formats. But if a partner can no longer present its assortment properly due to high traffic, then expansion is the right step. In all cases where we’ve taken that step together with the brand partner, it has paid off.
ACROSS: PARNDORF HAS THIS SPECIAL “VILLAGE CHARACTER.” HOW ARE YOU DEVELOPING THIS ATMOSPHERE FURTHER?
SCHWANN: Through many small but essential measures: new furnishings, shading, clear signage, photo spots, and careful gardening. A good example is the Sacher Café, which we opened a few years ago. Back then, there was debate about whether it fit. Today, it’s a popular meeting place with a terrace and floral arrangements. That shows that the quality of stay is a decisive factor. We combine shopping with relaxation and social interaction.
ACROSS: DOES GASTRONOMY ALSO WORK WHEN THE SHOPS ARE CLOSED?
SCHWANN: Yes. Le Burger is a good example: for two years now, the restaurant has been open on Sundays and attracts many regional visitors. That’s a model that could be interesting for other concepts as well.
ACROSS: HOW ARE YOU IMPROVING THE OVERALL ACCESSIBILITY OF THE OUTLET?
SCHWANN: A central project has been the direct connections from Vienna, Bratislava, and Budapest. We work closely with providers such as Vienna Sightseeing and Blaguss to enable guests to arrive without a car. The connection with train plus e-bus through the Burgenland transport services has also been a significant success. We’re noticing that an increasing number of guests are consciously choosing not to use a car. That’s something we need to respond to.
ACROSS: WHAT OPPORTUNITIES AND RISKS DO YOU SEE FOR OUTLET DESTINATIONS IN THE COMING YEARS?
SCHWANN: The most significant opportunities lie in combining tourism and shopping, as well as adapting to different generations. We need to reach our guests through the proper channels—the younger ones through digital media, the older ones also through traditional formats. I also see opportunities in linking sustainability, service, and experience. Risks, on the other hand, are mainly geopolitical uncertainties. Another risk is rising costs, which make it harder for brand partners to open new locations. Austria must remain competitive within Europe.
ACROSS: IF YOU COULD IMPLEMENT ONE THING AT THE SITE IMMEDIATELY, WHAT WOULD IT BE?
SCHWANN: My big goal has always been public transport access, and we’ve now achieved that. The next step is to further develop framework conditions, such as extended opening hours. The Late Night Shopping Days showed how positively guests respond. Initiatives like these enhance the experience and create positive momentum—and that’s exactly what we’re aiming for.
Mario Schwann
General Manager at Designer Outlet Parndorf
