Growing interest in brand villages in Europe

According to Savills, investment volumes in European brand villages reached €653 million in the first half of 2025, representing 3.2% of total retail sector investments, well above the 10-year average (1.8%). In August, year-to-date volumes exceeded one billion euros. This was without counting the XXL deal by the Frey Group, which in the second half of the summer acquired three premium outlets in Italy from funds managed by Blackstone for €410 million.