Outletcity Metzingen is marking 30 years of operations as OUTLETCITY AG reflects on the destination’s growth and expanding international visitor base.
The development of the outlet destination traces back to 1972, when the Hugo Boss factory outlet opened in Metzingen, which later evolved into a broader outlet retail concept attracting international shoppers.
Janina Wittmann, Destination Marketing and Partnership Manager, said, “Over the past three decades, Outletcity Metzingen has evolved from a pioneering factory outlet concept into a globally recognized luxury shopping and lifestyle destination. Our success is driven by strong partnerships with leading international brands, continuous innovation and a commitment to delivering exceptional experiences for guests from around the world.”
India is emerging as an increasingly important market for the destination. According to the German National Tourist Office, Germany recorded 928,635 overnight stays by Indian travellers in 2025, representing a 3.4 per cent increase compared to the previous year, underlining the steady growth of the Indian outbound market.
Outletcity Metzingen reported a 7 per cent rise in tax refund transactions from Indian visitors in 2025 compared with 2024, indicating increasing shopping activity among Indian travellers visiting Germany.
Today, Outletcity Metzingen hosts more than 170 premium and luxury brands on-site and, through its omnichannel ecosystem integrating physical retail with its online shop, offers access to over 500 brands in total. Recognised as Europe’s largest outlet destination and the world’s first omnichannel outlet, the destination strengthened its digital presence with the launch of the Outletcity online shop in 2012.
The destination has also expanded beyond retail to create a broader lifestyle experience. The opening of Enzian Höfe introduced new retail categories including beauty and home and living, while the launch of the Moxy Hotel Metzingen in 2023 added a hospitality dimension to the shopping experience. In 2024, a new Welcome Center was introduced, bringing concierge services, visitor information and personalised assistance together under one roof to enhance the visitor journey.
Outletcity Metzingen has also announced a series of spring shopping events. These include a Michael Kors sample sale from 11–14 March, offering selected handbags, apparel and accessories, and a special event at the Ravensburger outlet store from 21 March to 4 April, featuring puzzles and games with discounts of up to 80 per cent.
The destination will also host Late Night Shopping events from 26–28 March and on 24 April, allowing visitors to explore premium brands during extended shopping hours alongside curated culinary experiences and exclusive in-store promotions.
