Business · Companies · 12 hrs ago
Promos plans to blend outlets, retail parks and shopping centres
Promos wants to combine outlets, retail parks and shopping centres in Italy, rather than keep these formats separate.
The three types of commercial property generated €7.8 billion in 2025, and the market is forecast to reach €8.2 billion this year.
Promos chief executive Filippo Maffioli says more than 90% of surveyed customers choose a destination for its offer and convenience, not because of its format.
The company manages seven outlets and is developing a retail park opposite its Valmontone Outlet.
It says shops, food, fitness and other services can work better together than in separate formats.
Promos has an €80 million three-year investment plan and hopes to announce a fully hybrid project near Milan within 18 months.
Promos plans to combine outlet stores, retail parks and shopping centres in hybrid commercial developments.
Chief executive Filippo Maffioli says shoppers focus more on the offer and convenience than on distinguishing between retail formats.
The company manages seven outlet centres and holds about 30% of Italy’s outlet segment.
Promos is developing a retail park opposite Valmontone Outlet and says it is close to announcing a fully hybrid project near Milan.
The company has launched a three-year investment plan worth €80 million.
- Who
- Promos, led by chief executive Filippo Maffioli.
- What
- The company plans to blend outlets, retail parks and shopping centres in hybrid developments.
- When
- Promos hopes to announce a fully hybrid project within a year and a half.
- Where
- The planned project is near Milan; another retail park is being developed opposite Valmontone Outlet.
- Why
- Promos says shoppers choose destinations for their offer, convenience and brands, rather than for a specific retail format.
This story does not have two clearly opposing sides.
Italy’s first outlet opened.
Promos combined design, a food court, discounted-price shops and full-price shops at Scalo Milano.
Promos began managing Serravalle Retail Park, opposite Designer Outlet.
Promos asked whether consumers could distinguish outlets from shopping centres, Maffioli said.
Promos hopes to announce a fully hybrid project near Milan.
- Promos outlet presence
- About 30% of Italy’s outlet segment across seven centres
- Retail park project
- Under development opposite Valmontone Outlet
- Serravalle Retail Park
- Managed by Promos since 2023
- Investment plan
- €80 million over three years
- Commercial real estate turnover
- €7.8 billion in 2025, forecast at €8.2 billion for 2026
What people are saying
We therefore need to create places where people feel good, where they can find what they want in the ways they consider most appropriate.
We believe the differences between formats should be overcome through hybridisation.
The outlet concept of 20 years ago is outdated.
We are close to announcing a completely hybrid project, hopefully within a year and a half, near Milan.