What HOLY does

HOLY operates as a private company structured around the Outletcity Metzingen platform, a designer outlet center located in Metzingen, Baden-Württemberg, Germany, approximately 30 minutes from Stuttgart. The business runs more than 130 physical stores housing 170-plus premium and luxury brands, and complements the physical footprint with an online shop carrying roughly 400 brands. The model is asset-based retail real estate combined with omnichannel retail: HOLY leases space to brand tenants who operate their own discount outlets within the center and, increasingly, lists inventory through HOLY's e-commerce surface.

The tenant mix is anchored by globally recognized names including Gucci, Prada, Nike, Hugo Boss (described as the world's largest BOSS outlet), Michael Kors, Tommy Hilfiger, and Polo Ralph Lauren. Recent additions include Moose Knuckles, Rituals, Balmain, Maison Margiela, and Missoni, suggesting an active brand-acquisition strategy skewed toward the luxury and premium end of the spectrum. Hospitality and F&B tenants (McDonald's, L'Osteria, BOSS Café, Cinnamood) extend dwell time and broaden the visit proposition beyond pure shopping. Year-round discounts of up to 70% off manufacturer-recommended retail price form the core value proposition to end consumers.

Revenue mechanics flow from two channels: (1) B2B retail tenant leasing — rents and service charges paid by brands for in-center store space, where brand variety and visitor traffic directly support occupancy and rate levels; and (2) B2C e-commerce via the online shop, which extends the addressable market beyond the south-German catchment into international shoppers, including Chinese visitors actively courted through WeChat presence alongside Facebook, Instagram, TikTok, YouTube, and TripAdvisor channels. Pricing is tenant-driven at the unit level (the 70%-off positioning is the unifying customer-facing promise), while HOLY monetizes the platform through real estate economics rather than direct merchandise margins.

Name

HOLY

Legal name

Outletcity AG

Website

https://holy-ag.de

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

HOLY operates the Outletcity Metzingen designer outlet center in Germany, leasing space to 170-plus premium and luxury brands across 130-plus physical stores and an online shop of approximately 400 brands, offering year-round discounts of up to 70% off retail.

Ownership category

akta.pro rank

Product category

Designer Outlet Shopping Center

NAICS

All Other General Merchandise Retailers (455219), General Merchandise Retailers (455)

SIC

Retail-Department Stores (5311)

akta.pro primary industry

Luxury Off-Price / Outlet Department Stores (CRAGADAI)

Keywords

• Designer outlet retail
• Luxury fashion outlets
• Premium brand discounts
• Outlet shopping center
• Fashion e-commerce

Headquarters

HQ city

Metzingen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Infrastructure, Personnel, Technology or R&D, Others

Revenue model

1. Retail tenant leasing: Revenue generated from leasing retail space to designer and luxury brand stores. Tenant brands include Gucci, Michael Kors, Nike, Prada, Polo Ralph Lauren, Tommy Hilfiger, Hugo Boss, and over 160 other premium and luxury brands.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

HOLY operates Outletcity Metzingen, a designer outlet center in Germany offering year-round discounts of up to 70% off manufacturer recommended retail prices (UVP) across 130+ physical stores representing 170+ premium and luxury brands including Gucci, Prada, Nike, Hugo Boss, Polo Ralph Lauren, Tommy Hilfiger, and Michael Kors. The offering also includes a complementary online shop with approximately 400 brands, the Outletcity mobile app, an Outletcity Club membership program, and on-site dining and entertainment experiences targeted at local shoppers and tourists.

Differentiator

Problem solved

Functional benefit

Products and services

• Outletcity Metzingen Designer Outlet Center Physical designer outlet destination offering 130+ stores of 170+ premium and luxury brands with year-round discounts of up to 70% off UVP, complemented by dining and entertainment, targeted at local shoppers and tourists 30 minutes from Stuttgart.
• Outletcity Online Shop E-commerce platform selling approximately 400 brands of discounted fashion and lifestyle products to remote shoppers worldwide.
• Outletcity Mobile App Mobile app for iOS and Android offering outlet shopping information, offers, store directory, and Outletcity Club membership benefits for on-site and remote shoppers.
• Outletcity Club Membership Loyalty membership program granting shoppers access to exclusive discounts and benefits across participating outlet tenants.

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• McDonald'sminorChannel Partner/ Reseller/ DistributorRestaurant tenant operating within the Outletcity Metzingen complex, offering fast food services to shoppers. Located as part of the food court and dining options within the outlet center.
• L'OsteriaminorChannel Partner/ Reseller/ DistributorItalian restaurant tenant offering pizza, pasta, and salads with Sunday opening hours. Part of the dining and food service offerings within the outlet.
• BOSS CaféminorChannel Partner/ Reseller/ DistributorCoffee shop and café operated by Hugo Boss within the outlet, offering coffee specialties, cakes, snacks, and drinks including cocktails.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maasmechelen Village: Value Retail outlet in Belgium. Comparable luxury outlet positioning targeting German, Dutch and Belgian shoppers — a regional alternative to Outletcity Metzingen for cross-border luxury discount tourists.
• Value Retail (Chic Outlet Shopping): Operator of the Chic Outlet Shopping villages (La Vallée, Maasmechelen, Fidenza, Kildare, Las Rozas and others) across Europe and China. Directly comparable business model — luxury and premium outlet destinations frequented by international tourists.
• Roermond: McArthurGlen-operated outlet near the German–Dutch border. A key geographic competitor for Outletcity Metzingen, drawing from overlapping North Rhine-Westphalia and Benelux tourist flows.
• McArthurGlen Group: Largest owner and operator of designer outlet villages in Europe with ~22+ destinations. Most direct competitor to Outletcity Metzingen in the luxury/premium outlet segment, competing for the same tenant brands and tourist footfall across Europe.
• Serravalle Designer Outlet: McArthurGlen-operated outlet in Piedmont, Italy — one of the largest in Europe. Competes with Outletcity Metzingen for the same luxury tenant brands and for cross-border tourist traffic within Europe.
• La Vallée Village: Value Retail's flagship Parisian outlet. Closely comparable luxury outlet destination targeting both Parisian tourists and inbound visitors — relevant benchmark for Outletcity's premium positioning and tenant mix.
• Fidenza Village: Value Retail outlet in northern Italy. Operates a similar luxury/village-format outlet concept with the same tenant premium brand ecosystem, providing a direct comparison point for Outletcity's model.
• Freeport Lisboa Fashion Outlet: Large designer outlet near Lisbon with a similar premium/luxury tenant portfolio and discount-led value proposition. Comparable European outlet center operator competing for international tourist spend.
• Fashion Arena Outlet Center: Large designer outlet in Prague with 200+ stores and a premium/luxury tenant mix. Comparable physical scale and outlet business model, and a competitor for cross-border Central European tourist traffic.

Regional players

• Landquart Fashion Outlet: Swiss designer outlet near Chur carrying premium and luxury brands. Comparable outlet format and value proposition, but serves a primarily Swiss/German-speaking Alpine catchment rather than directly competing in Outletcity's Stuttgart/Baden-Württemberg core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/OUTLETCITYMETZINGEN
• Facebookfacebook.com/outletcitymetzingen
• Instagraminstagram.com/outletcity_metzingen
• TikToktiktok.com/@outletcity_metzingen
• LinkedInlinkedin.com/company/holy-ag

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOLY