More than 500 premium and luxury brands in Metzingen and in the online shop have come together under the term Outletcity Metzingen (as of August 2021). The focus of the offer is on clothing. Beauty and home products are also offered. The Outletcity Metzingen is managed by Holy AG.
Metzingen is the first and largest outlet location in Germany. The “small town” is therefore often referred to as the “capital of the factory outlets”. According to the duty-free specialist Global Blue, Metzingen is one of the “Top 10” of the most important shopping cities for foreign tourists in Germany. This puts the city behind large cities like Cologne, but still ahead of Stuttgart. The Outletcity Metzingen is also the first outlet with its own online shop. Digital offers such as the online shop, the Outletcity app and the Outletcity Club combine real and digital shopping worlds into a holistic experience.
The Outletcity Metzingen continues to develop. In addition to the opening of the world’s largest Boss outlet in 2019, another area was opened up in 2020 (the Enzian Höfe) and the Outletcity Mall was expanded with 20 new stores in 2021. The implementation of two hotel concepts by the world’s largest hotel company, Marriott International, is in planning. This makes the Outletcity Metzingen Europe’s largest outlet.
In the 1970s, the men’s outfitter Hugo Boss opened a factory outlet in his factory in Metzingen, the global success of which led to many more factory outlets from international manufacturers. In 1995 the grandchildren of Hugo Ferdinand Boss, Uwe and Jochen Holy founded Holy GmbH & Co.KG as a property management company. The properties that were managed by the company were rented to other brands and thus served as the starting point for the creation of Outletcity Metzingen. In addition to Hugo Boss, the brands Bally, Escada and Joop! laid the foundations for Outletcity Metzingen in 1997. In 2012, Outletcity was the first outlet in Europe to set up its own online shop. Holy AG today has around 300 employees.
Over 4.2 million customers from over 185 countries visited the Outletcity Metzingen in 2019. Visitors from China, Switzerland and Russia in particular shop there regularly. The Outletcity has also recorded a high increase in customers from the Arab Gulf States and South Korea. In 2019, the area of the Outletcity was enlarged by around a quarter of the previous area. A study by the independent management consultancy ecostra GmbH in cooperation with Magdus ranked Outletcity Metzingen in its Performance Report 2019 as Germany’s No. 1 outlet excellent.
