Outletcity Metzingen.. Redefining Luxury Shopping with Innovation, Experience, and Global Appeal
Outletcity Metzingen.. Redefining Luxury Shopping with Innovation, Experience, and Global Appeal
Outletcity Metzingen stands as a premier destination for fashion enthusiasts worldwide, earning its reputation as the City of Fashion and attracting over four million visitors annually. As a key business unit of OUTLETCITY AG, it has been a trendsetter from the very beginning, pioneering the factory outlet concept in Europe. In 2012, Outletcity took a bold step toward full digitalization by launching its own online shop, further cementing its role as an industry innovator.
Driven by a clear vision – to offer every visitor an unparalleled shopping experience at every touchpoint – Outletcity Metzingen continuously pushes the boundaries of excellence. This commitment is fueled by passion, innovation, and an unwavering focus on the future, much like in the past when Metzingen, home to Hugo Boss, was already a renowned hub of the textile industry.
In an exclusive press interview with Regine Schölkopf Benakidis, CEO of Outletcity Metzingen, and Angela Rieger, Senior Director of Destination Marketing & Partnership, we explore the brand’s journey, its pioneering spirit, and its future ambitions.
Q- What makes Outletcity Metzingen a global magnet for fashion lovers?
Regine Schöllkopf-Pinakidis
Outletcity Metzingen is a paradise for fashion lovers, renowned as Europe’s largest outlet, offering over 170 premium and luxury brands including Prada, Gucci, Dolce & Gabbana, Balenciaga, Bottega Veneta, Versace and Moncler, with exclusive deals and significant discounts.
Its unique “city within a city” concept sets it apart, blending high-end shopping with a modern urban atmosphere, architecture, lifestyle and leisure. Adding to its prestige, Metzingen’s historic connection to Hugo Boss cements its status as a key fashion destination.
The perfect fusion of shopping, experience and hospitality makes Outletcity Metzingen a one-of-a-kind destination. Visitors can enjoy a world-class shopping experience complemented by a delicious selection of restaurants and dining experiences, cultural highlights and premium services, ensuring a memorable visit for fashion lovers from around the globe.
Q- What are the key factors behind attracting over 4 million visitors annually?
Regine Schöllkopf-Pinakidis
Outletcity Metzingen currently attracts over 4.5 million visitors annually due to a combination of key factors that go beyond just shopping. In addition to exclusive shopping opportunities, visitors can enjoy cultural highlights such as our museum, special services like personal shopping, a lounge area for exclusive guests, a modern hotel for a comfortable extended stay and a variety of events and activities beyond shopping.
Another important aspect is the variety of restaurants availablewith everything from fine dining to casual eateries – including halal options, allowing guests to relax and enjoy high-quality cuisine during their visit. This well-rounded mix of shopping, experiences and hospitality makes Outletcity Metzingen a must-visit destination for millions of people each year.
Q- What role does technology play in enhancing the shopping experience at Outletcity Metzingen?
Regine Schöllkopf-Pinakidis
Technology plays a crucial role in enhancing the Outletcity Metzingen experience. By integrating digital innovation with a premium shopping environment, we have set new standards in outlet shopping through our unique omnichannel approach. Shopping online and instore are seamlessly connected, which offers customers a highly flexible and convenient retail experience. As the only outlet (in Germany)* with its own online shop, it is able to ensure that customers can continue their shopping beyond their visit. Currently, the Online Shop ships to Germany, Austria and Switzerland.
Additionally, the Outletcity App provides users with real-time updates on exclusive deals, personalised offers and navigation assistance, ensuring a smooth and efficient shopping journey. At Outletcity Metzingen, the entire experience is more personalised, convenient and accessible.
Regine Schöllkopf-Pinakidis
Technology plays a crucial role in enhancing the shopping experience at Outletcity Metzingen, making it one of the most innovative outlets worldwide. As the only outlet with an omnichannel approach, it seamlessly connects in-store and online shopping, offering customers a highly flexible and convenient retail experience.
The Outletcity App provides visitors with real-time updates on exclusive deals, personalised offers and navigation assistance, ensuring a smooth and efficient shopping journey. Additionally, Outletcity Metzingen is the only outlet with its own online shop, allowing customers to continue their shopping experience beyond their visit. At the current time, the online shop delivers to Germany, Austria and Switzerland.
By integrating digital innovation with a premium shopping environment, Outletcity Metzingen sets new standards for modern outlet shopping, making the experience more personalized, convenient, and accessible.
Q- Are there any upcoming innovations or technologies that Outletcity Metzingen plans to integrate?
Regine Schölkopf-Pinakidis
Outletcity Metzingen is planning to further expand its use of AI. The current Spring campaign has been AI-generated and will be displayed until the end of May. This campaign features static imagery, incorporating a floral concept and accessories. Based on positive experiences with this approach, Outletcity Metzingen intends to rely on AI-generated content for future projects as well.
Q- How does Outletcity Metzingen ensure a seamless experience between its physical and online stores?
Regine Schöllkopf-Pinakidis
Outletcity Metzingen ensures a seamless experience between its physical and online stores by operating under a unified brand, Outletcity Metzingen. The goal is to provide the same level of convenience both in-store and online. Additionally, customers can collect points both on-site and on the Online Shop, creating a consistent and rewarding shopping experience across all channels.
Q- What unique customer experiences does Outletcity Metzingen offer that set it apart from other fashion outlets? What sets Outletcity Metzingen apart from other fashion outlets for the customer?
Angela Rieger
Outletcity Metzingen offers unique customer experiences that distinguish it from other fashion outlets. It features a museum showcasing its rich history, particularly its unique connection with the brand “Hugo Boss”. The “city within a city” concept creates a distinctive shopping environment, blending retail with urban charm. Additionally, Outletcity Metzingen hosts exclusive events, including concerts and art exhibitions, providing visitors with a dynamic and cultural shopping experience.
To further enhance visitor convenience, Outletcity Metzingen offers a Kids Camp, allowing families to enjoy a relaxed shopping experience while the kids are taken care of by professional educators. International shoppers benefit from Tax-Free shopping services, while a Muslim Prayer Room ensures a comfortable visit for Muslim visitors from all over the world. The outlet also provides E-Charging Stations for electric cars, catering to environmentally conscious travelers. These amenities, combined with world-class shopping, make Outletcity Metzingen a truly exceptional destination.
Q- How do you gather and implement customer feedback to improve services?
Regine Schöllkopf-Pinakidis
At Outletcity Metzingen, our guests are always at the center of everything we do. We are constantly striving to enhance the customer journey, ensuring a seamless and enjoyable shopping experience for every visitor. We gather and implement customer feedback through multiple channels. Onsite surveys provide direct insights from visitors, while data from online shop orders and website visits help understand customer preferences and behaviors. Additionally, the customer service team plays a key role in collecting feedback and addressing concerns, ensuring continuous improvements to enhance the overall shopping experience.
Q- How does Outletcity Metzingen plan to continue its role as a role model in the fashion industry?
Regine Schöllkopf-Pinakidis
Outletcity Metzingen aims to maintain its role as a pioneer in the fashion industry by remaining the largest outlet and continuously expanding its selection of luxury brands onsite and online. Additionally, the focus is on enhancing services to provide an even more premium and seamless shopping experience for our visitors.
Q- Are there any new brands or collaborations that visitors from GCC can look forward to in the near future?
Angela Rieger
Visitors from the GCC region can look forward to exciting new additions at Outletcity Metzingen. During spring, two new brands will be opening: Name It, known for its stylish and high-quality children’s fashion and New Balance, a globally recognized brand for athletic and lifestyle footwear and apparel. These additions further enhance the diverse shopping experience, offering more variety for both families and sports enthusiasts.
The interview partners:
Regine Schöllkopf-Pinakidis
Regine Schöllkopf-Pinakidis joined Outletcity Metzingen in 2013 as a retail manager. She quickly advanced in her career, soon coming to lead her own team as Head of Retail Management & Retail Marketing in 2016. After one year of maternity leave, during which she worked part -time, she further proved her leadership skills and took the position of Director Sales Channel Onsite. She wrote history in 2022 as the first female and youngest member to join the board of directors in the role of COO. Since January 2025, she has led Outletcity AG as its CEO
Angela Rieger:
Angela Rieger has been with Outletcity Metzingen since 2019. As Senior Destination Marketing & Partnership Manager, she is focused on developing the Arab market as a key source. Prior to her role at Outletcity Metzingen, she held positions in Product Management for a luxury tour operator and International Sales & Marketing within the wellness tourism ind
