In an ever-changing retail landscape, responding flexibly to new trends and customer needs is essential. By carefully selecting and integrating brands offering high-quality premium products and fresh, trendy styles, the outlet positions itself as a versatile shopping destination for a broad target group. A strong brand offering helps keep existing customers coming back for more and attracts many new visitors.
BRAND DIVERSITY AND CONTINUOUS RENEWAL AS A SUCCESS FACTOR
New and exciting brands have been added to the mix in recent months: McQueen is a prominent new addition to the luxury sector, while WRSTBHVR has brought a breath of fresh air to the streetwear sector with a new store.
But existing brands are also evolving. Brands are showcasing modern stores that are state-of-the-art and in tune with the latest trends. Rituals, for example, has increased its sales area and introduced a new, appealing shop concept, while brands such as Furla, Pinko, and G-Star also show how these international brands operate at the highest level in the outlet concept with their new store fits.
Another exceptional project opens in the center in October – a pop-up store by Swiss chocolate manufacturer Läderach, internationally renowned for its high-quality fresh chocolate. This will be a special luxury delight!
Such flexible, temporary concepts are important to cover a broad spectrum of interests and always bring new ideas to the center’s offerings.
ALWAYS SOMETHING NEW TO SEE DURING YOUR VISIT
There is also plenty of fun for the whole family: recently, much attention has been paid to expanding children’s activities. In the newly designed Dinoland, which opened in 2023, children from the age of three can let off steam under the supervision of a team of trained educators. Two newly opened outdoor playgrounds with a total area of 635 square meters offer additional outdoor play and exercise opportunities. A popular Ferris wheel has visited the center twice this year for several weeks at a time.
However, the center constantly tries to offer its visitors new incentives. Shopping, enjoyment, and relaxation play an important role at Designer Outlet Parndorf. The Food Truck Area offers a diverse selection of culinary options. Restaurants and cafés such as Artner Café, Burger King, Le Burger, Lia’s, Nordsee, Starbucks, wagamama and the Sacher Café invite you to linger and enjoy. Italian pizza chain Rossopomodoro will soon be offering even more international flavors. This makes shopping an all-day affair – witha bit of chilling in between.
TOURISM AS AN ENGINE OF GROWTH
What does Designer Outlet Parndorf contribute to the region? Tourism is a crucial success factor for the Designer Outlet, which is closely linked to the region and makes a significant contribution to the economy of Burgenland. Its proximity to Vienna and Bratislava and its excellent transport links make the outlet an integral part of the travel plans of many domestic and international visitors. This close link to tourism is a distinct advantage in an increasingly globalized shopping market. In addition, the proximity to Lake Neusiedl offers an ideal combination of shopping, nature, and culture, making the outlet a popular destination for repeat visitors. Partnerships with tour operators providing targeted shopping tours further strengthen this position.
The accessibility of a shopping center also has a significant impact. Many parking spaces are available to guests in the center at all times. Those who prefer to leave their car at home can use the popular shuttle bus from Vienna to Parndorf and back or the electric train-station bus and numerous train connections at Parndorf station. In addition, a shuttle bus service has recently been introduced between Budapest and the Designer Outlet Parndorf.
The center is becoming increasingly popular not only with regional visitors from Vienna, Lower Austria and Burgenland, but also with travellers from other Austrian provinces who have discovered the outlet as a must-visit shopping destination. McArthurGlen works closely with hotels, tourism associations, and other partners in Vienna and Burgenland to consolidate its position in the eastern Austrian tourism industry. The center relies on various communication strategies and partnerships to reach local visitors. Collaboration with hotels, shuttle services, and local advertising ensure the outlet’s presence in the Vienna and Burgenland regions.
The outlet is also attracting an increasing number of international visitors. Guests from the neighboring countries of Slovakia and Hungary are well represented, and the center attracts many European shopping fans. A pan-European tourism strategy, active in six markets and languages, targets visitors from various countries. Collaborations with influencers and tour operators make Designer Outlet Parndorf a popular destination for shopping enthusiasts across Europe and beyond.
The center is also an established shopping hotspot for non-European guests and a fixed part of many international travel routes. Tourists from South Korea, the Middle East, China, and Southeast Asia, in particular, visit the outlet, and new markets such as the United States, India, and Turkey are also being targeted.
ALWAYS MOVING, NEVER STANDING STILL
Designer Outlet Parndorf shows how important it is to focus on continuous renewal to remain relevant. The expansion of the brand portfolio, the integration into regional tourism, and the creation of a world of experience around the actual shopping make the outlet a permanent fixture in the Austrian and international retail landscape. Combining these elements creates a dynamic that ensures that Designer Outlet Parndorf will always be worth a visit – for a special offer, a new shopping experience, or simply a relaxing day away from it all.
