Serravalle Designer Outlet: the very first outlet in Italy celebrates 25 years

Just outside Milan, there’s a charming little town where style takes the lead; cobbled streets guide you through dozens of boutiques offering the best in Italian and international fashion. This is Serravalle Designer Outlet, the very first outlet ever opened in Italy. But it’s far more than a shopping center, it's the Italian heart of elegance, cutting-edge trends and, of course, unbeatable deals.

This summer, to celebrate its 25th anniversary milestone, the outlet invites you to enjoy even more exclusive discounts and a vibrant atmosphere that blends relax and fun. With shopping for everyone, tasty breaks in its sixteen bars and restaurants, and plenty of green spaces to unwind, a day here turns into an experience to remember.

Try a uique shopping experience at Serravalle Designer Outlet

The story of Serravalle Designer Outlet is a long one, and it all began when the vision of the Praga Group joined forces with the prestigious British company McArthurgGlen Group. The idea, set to revolutionize the world of shopping in Italy, was to create something the country had never seen before, just a stone’s throw from Milan, the Italian fashion capital.

Where once Italian outlets were little more than end-of-line stores or company sample sales, and discounts were limited to end-of-season sales, Serravalle Designer Outlet introduced a modern mode, offering deals all year round and a wide range of additional services, inspired by the outlet model that originated in the U.S. in the 1970s.

In 1999, that bold vision began to take shape and became reality in 2000. From that moment on, this retail district has never stopped growing. In fact, a major transformation came in 2014, a radical evolution that redefined the face of Serravalle Designer Outlet and turned it into the iconic shopping destination we all know and love today.

70 new stores were added over the course of just two years, thrilling fashion lovers and significantly boosting local employment with dozens upon dozens of new job opportunities.

And of course, the story is far from over, the future holds even more innovation and success. Just one example? In 2025, an agreement was signed for the creation of a new railway station adjacent to the shopping village, making Italy’s favorite outlet even easier to reach. A birthday gift from Serravalle Designer Outlet to itself, worthy of its own prestige.

2025 is a particularly significant year for Serravalle Designer Outlet: Italy's leading outlet and also its largest, featuring around three hundred Italian and international brands.

Its history is almost pioneering, as Serravalle Designer Outlet was the first outlet ever born in Italy, but there's more. Over its first twenty-five years, this exclusive mall has continued to grow, becoming a benchmark for Milanese shopping, unmatched in quality, selection, and the unique experience it offers.

Then, as the proverbial cherry on top, a great news came. Just this year, the annual report by Outlet Centre Performance Report Europe named Serravalle Designer Outlet the best in Europe. This huge recognition is important because it testifies to a great job, done year after year with authentic passion.

The celebrations for the 25th anniversary officially began in April in Milan with the Fashion Connections, a programme, rich of talks and panels on the past, present and future of shopping. Moderated by journalist Ugo Francica Nava, the panels explored the four pillars of Serravalle Designer Outlet—Fashion, Retail, Tourism and Sustainability—tracing the journey that has made the outlet an international benchmark.

Throughout the summer the calendar has been enriched with events and surprises for every taste. A ten‑episode podcast, already available on major streaming platforms, takes travellers behind the scenes of the Italian fashion system. In June, The District of Joy brought performances and installations dedicated to diversity and inclusion to Parco Ravizza. Then, during Milan Pride, a charity concert united staff and visitors in a moment of celebration and solidarity.

Looking ahead to September, the outlet will host a photographic exhibition by Toni Thorimbert that will transform the galleries into an open‑air art space, followed by a grand festival dedicated to the local community—an ideal occasion to celebrate Serravalle’s 25th birthday together with enthusiasm and style.

The most anticipated gift for Serravalle’s 25th birthday is the one that every visitor—whether returning or new—will receive. The summer sales have already begun, offering discounts of up to 50% on already reduced prices, along with new arrivals from major brands such as Nike, Tommy Hilfiger and many more.

Summer at Serravalle Designer Outlet will undoubtedly be the most fun celebration, one to be enjoyed together.

With 230 boutiques to explore, here everyone will find their must-haves: the most iconic pieces, the timeless classics, the trendiest sportware, and the most elegant style. The offers last until the 31st of August; there are so many that it's impossible to count them all, and they are all so literally mouth-watering you will never want to leave.

For a different, fun, and relaxing day, there's nothing better than shopping, perhaps taking advantage of all the fantastic summer deals that Serravalle Designer Outlet is offering to celebrate its twenty-fifth anniversary.

But what makes this mall so different? Every day, from 10:00 am to 9:00 pm, you can not only enjoy your shopping, you can also indulge in a wide range of services that make a day here an experience you'll never want to miss.

There's a reason, indeed, if this is the first outlet in Italy non only from an angraphic point of view, but also with regards to the quality offered.

High-level hospitality, multilingual staff, children's areas that even include a water park, the option to store your purchases for a hands-free shopping day, and of course, a wide number of refreshment points where you can savor a myriad of delicious treats.

This isn't just a shopping center to visit, it's also a place where you can spend quality time by yourself, with your friends, or with the whole family, because it'll make you feel good, and there's truly something for everyone.

With the summer deals still going on, you don't wan't to miss a trip at Serravalle Designer Outlet, and the best part it that it's really fast to get there. Close to and well-connected to Milan, it is also easily reached from Genoa and Turin.

By car, it takes one hour, forty-five minutes, and ninety minutes, respectively. 

Alternatively, for those who prefer to travel by taxi, special rates are available with Taxi Blu, or a private transfer by mini van can be arranged directly by Serravalle Designer Outlet, with hotel pick-up.

For those arriving in Milan by plane, the Malpensa Express and the round-trip shuttle bus from the city center are the fastest and most convenient combination. Milan's airport Linate and Genoa's airport are also well connected.