European Outlets 2026: The UK, Spain and Italy leading brand growth
Midway through the annual brand update, early findings for the seven leading countries (76% of brand turnover) are beginning to emerge.
Over the last twelve months, the United Kingdom, Italy and Spain have seen the greatest number of new entries, with brands such as The Label Yard, Whistles, Only, Crocs, Ravensburger, Sorvella and Kamalion seeing notable expansion.
European Outlet Brand Growth - Aug 2025 to Aug 2026
| DE | ES | FR | GB | IT | PL | RU |
|---|---|---|---|---|---|---|---|
Brands Present | 432 | 650 | 582 | 868 | 761 | 380 | 439 |
Brand Debuts | 31 | 61 | 54 | 129 | 60 | 34 | 38 |
Activity (Established Brands) | 28% | 23% | 26% | 28% | 33% | 27% | 26% |
Source Ken Gunn Consulting, 2026
Poland continues to grow strongly, while estate activity amongst established brands is strongest in Italy. However, the Russian Federation continues to consolidate and has experienced a 4% decline in the presence of brands this year.
Across Europe, many assets continue to improve, with notable progress recorded at Brenner Outlet (IT), Caledonia Park (UK), Factory Poznan Lubon (PL), Huma Outlet Bonn (DE), One Nation Paris (FR) and Las Rozas The Style Outlets (ES).
The European outlet market continues to be vibrant, diverse and fascinating and will provide much to talk about at MAPIC this year.
For those who prefer to receive their intelligence ahead of the crowd, there is no better reason to get in touch with Ken Gunn Consulting without delay.
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