EOIR 2026: Rising Investment, Steady Growth, Cautious Consumption

2025 was a memorable year for the European outlet industry.  While cautious consumers dampened growth in some markets, floorspace expansion accelerated growth in others.  

Cotswold Designer Outlet - A successful new development in a 'mature' outlet market, highlights the possibility for further high quality expansion across Europe

The European Outlet Industry Review, 2026 (EOIR) produced by Ken Gunn Consulting, estimates brand turnover across Europe’s 206 outlet centres of €23.6 billion in 2025 — around 28% higher than in 2019 and 4.5% ahead of 2024.

While this may seem a little flat by recent high standards, the outlet sector across Europe still produced 30% more turnover growth in 2025 than non-food retail sales, which includes digital transactions. Naturally, some markets and assets also produced much stronger growth.

Prospects for future grow are strong with the development pipeline returning to pre-pandemic levels, scope floorspace expansion and qualitative improvements in selected markets and a growing sense that Generation Z and Alphas are being drawn by the sector's irresistible blend of quality experiences, attractive brands and outstanding value for money.

If look good, feel good, act good is the guiding principle for delighting the next generation of guests, then the European outlet sector ticks all the boxes.

Investors seem to think so too, with nine major transactions in 2025, involving fifteen assets, totalling nearly €3.0 billion. 

The one hundred and twenty page report follows brands, operators and investors as they adapt to the key challenges, opportunities and trends across Europe. There are seven leading markets and as no to markets are the same, there are separate reviews of their performance hierarchy, brand activity and sales growth for each.

The report also provides the latest ranking of European outlet centres. Every brand present plays a part in determining a centre's position in the ranking. In addition to measuring the scale and quality of outlet propositions, the unique approach captures occupier churn and provides reliable benchmarks for improvement.

This year's most improved outlet destinations include Torino Village, Santangelo Village, Getafe The Style Outlets, West Midlands Designer Outlet, Amsterdam The Style Outlets and Braintree Village. While large designer villages still top the ranking, the strongest growth is being produced at smaller, more agile assets where national brand pools provide the greatest scope for asset management strategy to increase asset value.

Of course, Bicester Village, Designer Outlet Serravalle and Designer Roermond still make up the top three sites but it is the scale of change across all levels which makes the ranking data (and the European outlet sector in general) truly fascinating.

EIOR is now in its 9th year.  More than just an analytical commentary, it reflects a deep understanding and enthusiasm for the outlet sector, gained through active participation over thirty years. Ken Gunn Consulting is a global authority on outlet centre performance, Europe's leading consultancy for new development, investment and growth and uniquely draws experience from over 300 outlet projects in 35 countries and advising the sector's leading brands.

With its finger-on-the-pulse of retail brand activity, trading performance, operator strategy and investment, it is the most authoritative and detailed report on the the European outlet sector.  The inclusion of the annual ranking of all 206 outlet centres makes it an essential tool for brands, operators and investors.

The EOIR report is now available via www.kengunn.co.uk.  Hard copy reports can be purchased for £1,550 + VAT for UK based businesses or €1,865 for businesses based in Europe.  Alternatively, the digital edition can be purchased for £2,510 + VAT for UK based businesses or €3,025 for businesses based in Europe.