Janina Wittmann, Destination Marketing & Partnership Manager at Outletcity Metzingen
Congratulations on your new role! How do you plan to strengthen Outletcity Metzingen’s global presence, particularly in fast-growing markets like India?
As part of our global brand strategy, we are focusing on international expansion in high-growth markets such as India. We want to increase brand awareness of Outletcity Metzingen through local partnerships in cooperation with tour operators, airlines and influencers. Through long-term partnerships in the Indian market, we want to build a strong emotional connection to Outletcity Metzingen.
The selection of brands on site plays a particularly important role for international guests, which is why we are continuously expanding the range of leading international brands in Metzingen. Our focus here is clearly on premium and luxury brands.
In addition, we want to optimise the shopping experience for our customers with the services we offer, such as easy travel to Outletcity Metzingen via our shopping shuttle from Stuttgart, shuttle services from Frankfurt and Munich, direct tax-free refunds on site, personalised service and hands-free shopping.
India has shown a remarkable 233% increase in visitors to Outletcity Metzingen. What factors do you believe are driving this surge, and how do you intend to build on this momentum in the coming years?
Firstly, we are convinced that our attractive brand portfolio, a mix of leading European luxury and premium brands, with particularly attractive offers, is an important factor in this growth. In addition, customers appreciate the authentic shopping experience – a combination of luxury, lifestyle and award-winning architecture – at Outletcity Metzingen.
Our origins are also unique: Outletcity Metzingen was created in 1995 from the first factory outlet in Germany. Thanks to Hugo Boss’s grandchildren Uwe and Jochen Holy Europe’s largest outlet was able to establish itself. In the future, we want to expand our presence in the Indian market through the strategic development of partnerships in the Indian travel market, the expansion of digital offerings and the continuous improvement of our on-site services.
We are also delighted that Germany continues to enjoy a high reputation as a travel destination in the Indian market. According to the German National Tourist Board, 523,000 overnight stays from India were recorded between January and July 2025, making Germany the top 3 destination for Indian travellers in Europe.
Stuttgart also ranks 4th among the top cities in Germany for guests from India. Our shopping shuttle provides convenient transport from the airport or city centre of Stuttgart to Outletcity Metzingen.
Luxury shopping today goes beyond retail and is increasingly about creating memorable experiences. How is Outletcity Metzingen integrating shopping, lifestyle, gastronomy, and local culture to deliver a holistic experience for international travellers?
We always strive to offer our guests the best possible shopping experience. This begins with a relaxed journey from Munich, Frankfurt or Stuttgart in a rental car, our shopping shuttle or transfer service. In addition, our Moxy Hotel, located within easy reach of our flagship stores, offers the perfect place to stay so you can start your shopping day feeling relaxed.
In addition to 170 premium and luxury brands, our guests can enjoy a wide selection of internationally renowned restaurants such as the Italian restaurant L’Osteria or Alpine specialities at the Almresi. A special highlight is our Bollicine&Co. Champagne Bar which has already won awards for its exceptional architecture. Outletcity Metzingen is located within the city centre of Metzingen. This means you can also enjoy the local cuisine in one of the restaurants in the town centre or visit the Indian restaurant Namaste.
We offer year-round events for our customers, such as late-night shopping or Sunday shopping with discounts of up to 80-90%, as well as various events like Christmas Lights On, concerts or special brand experiences) on our Hugo Boss Square, directly opposite the world’s largest Hugo Boss store. This means that every time customers visit Outletcity Metzingen, something new awaits them, making their stay unique.
Outletcity Metzingen with its location in Southwest Germany, is very close to other tourist highlights. Alsace, right on the French border, the famous Black Forest, Lake Constance and Zurich in Switzerland are all just 1.5 to 2 hours away from Metzingen.
With over 170 premium and luxury brands, including the world’s largest BOSS outlet, what makes Outletcity Metzingen stand out among Europe’s leading luxury shopping destinations?
Our customers can find up to 170 premium and luxury brands at Outletcity Metzingen, many of them in large, unique flagship stores. For example, we have the largest Boss outlet worldwide, the largest Guess outlet in Europe, the first Balmain store in Germany and the only Prada outlet north of the Alps in Metzingen.
Thanks to these flagship stores, customers can find a wide selection of brand products as well as special collections. The shopping experience here at Outletcity Metzingen is taken to the next level by award-winning architecture, international gastronomy and VIP services in our Welcome Center. We are also located in the UNESCO Biosphere Reserve Area called Swabian Alb. This means that customers can enjoy the beautiful natural surroundings as well as the unique shopping experience.
Having grown up close to Metzingen and with your strong background in tourism marketing, how does your personal connection to the destination influence your approach to promoting it globally?
Over the years, I have been able to witness first-hand the unique development of Outletcity Metzingen into Europe’s largest outlet. Thanks to my personal visits over the years, I can provide detailed information about the development and current special offers of Outletcity Metzingen. Thanks to my in-depth knowledge of destinations in the region, I can also recommend other tourist highlights around Metzingen to international guests, which can be ideally combined with a day of shopping in Metzingen.
Culinary diversity is an important part of the visitor experience at Outletcity Metzingen. How do the destination’s global dining options — including authentic Indian cuisine and Halal offerings — enhance its appeal among international guests?
All our restaurants offer vegetarian options and outdoor seating. Especially Frittenwerk, a German brand known for its fries with various toppings, offers a halal option with its Chicken Shawarma Poutine. In the centre of Metzingen, guests will find the Indian restaurant Namaste, within walking distance of Outletcity Metzingen. The restaurant serves Indian cuisine with a focus on North Indian specialities. Our in-store cafés from Tommy Hilfiger and Hugo Boss are also unique. The guests can enjoy hot and cold beverages, tasty snacks and relaxed moments in the bright, warm atmosphere of the Tommy Hilfiger or Hugo Boss flagship stores.
Accessibility and convenience play a key role for Indian travellers. How is Outletcity Metzingen leveraging its excellent flight connectivity and accommodation options, such as the Moxy Hotel, to attract long-haul visitors from India?
Outletcity Metzingen is just 25 minutes from Stuttgart Airport. From Munich and Frankfurt Airports, both of which offer direct flights from India, you can reach Metzingen in just 2 hours.
If guests would like to stay directly next to our flagship stores, they can book our Moxy Hotel. We also work with various hotels in Stuttgart (Mövenpick Hotel Stuttgart, Le Méridien Hotel Stuttgart, Maritim Hotel Stuttgart), where guests can use our shopping shuttle and arrive in comfort.
Multilingual staff are available to assist our guests at our Welcome Centre. VIP guests can enjoy our lounge for a short shopping break in a sophisticated atmosphere. We also offer direct tax refunds on site. Due to its proximity to Alsace in France, Lake Constance, Switzerland and major cities such as Frankfurt and Munich, Outletcity Metzingen is the perfect shopping destination for international guests planning a trip through Germany or Europe.
Looking ahead, what is your broader vision for positioning Outletcity Metzingen as a must-visit destination on every Indian traveller’s European itinerary?
Our goal is to establish Outletcity Metzingen as an essential destination for every Indian traveller in Europe – with a unique mix of exclusive premium and luxury brands, first-class service and an unforgettable shopping experience that goes far beyond shopping.
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