For fashion lovers and bargain hunters, Serravalle Designer Outlet in Italy has long been a must-visit destination. Located in the small town of Serravalle Scrivia, between Milan, Turin, and Genoa, it holds the title of the largest outlet in Europe. Though it may seem a little out of the way, it’s actually an easy stop on a weekend trip or a dedicated shopping getaway.
How to get there
By car, Serravalle can be reached in about 7–8 hours of driving from many European cities, thanks to Italy’s excellent highways. For those seeking comfort, the easiest way is to fly into Milan and continue with a direct shuttle bus to the outlet. The drive through northern Italy also has its charm, passing through picturesque towns such as Voghera and Alessandria, which makes the journey part of the experience.
Many visitors also combine a trip to Serravalle with Genoa, which is just about 30 minutes away. Even if shopping is not the main reason for your visit, it’s still fascinating to see such an enormous retail complex in action.
A city dedicated to fashion and luxury
Serravalle Designer Outlet spans over 50,000 square meters and brings together more than 230 stores. From luxury fashion houses like Gucci, Prada, Versace, and Bvlgari to sportswear giants like Nike and Adidas, the selection is vast. The main appeal lies in the discounts – prices can be up to 70% lower than in regular boutiques, drawing visitors in search of both bargains and prestige pieces.
The outlet is not just a strip of shops, but rather designed like a picturesque Italian village, complete with pastel-colored facades, arcades, and charming squares with fountains. This gives the whole experience a touristic dimension. Cafés and restaurants are scattered across the complex, making it easy to take breaks with coffee, gelato, or pizza on a terrace.
On the flip side, crowds can be intense. During weekends or seasonal sales, the outlet fills up with shoppers from across Italy and abroad. For high-end brands like Gucci or Prada, long queues form outside the stores, sometimes stretching dozens of meters. Waiting times of up to half an hour just to enter are not unusual, which can be frustrating if you’re on a tight schedule. Still, most visitors agree that the chance to grab a designer item at a fraction of the original price is worth the wait.
More than just shopping
The complex is designed as a place where you can easily spend a full day – or even longer. The restaurant offering is diverse, ranging from quick bites to Italian specialties typical of Liguria and Piedmont. Food plays a big role here, allowing shoppers to recharge and enjoy authentic cuisine between stores.
Serravalle also caters to families: children can enjoy playgrounds and even a mini water park, while adults might attend seasonal events or relax in one of the beauty salons. Visiting during December is particularly special – festive decorations, twinkling lights, and holiday programs create a fairytale-like atmosphere.
Practicality is another plus. Serravalle is well connected with daily bus services from Milan, Turin, and Genoa, making it easily accessible even without a car. This also means shopping can be easily combined with sightseeing in nearby cities, which is why many visitors extend their trip.
Serravalle as part of a bigger journey
While many come solely for shopping, Serravalle is worth considering as part of a broader travel experience. The Piedmont region is renowned for its wines and gastronomy, while Liguria boasts a dreamlike coastline with destinations such as Cinque Terre and Portofino. Serravalle, in that sense, makes a perfect base to combine shopping with cultural and natural exploration.
Some travelers turn the journey itself into a road trip, stopping in cities like Verona or Venice along the way. Others combine it with a city break in Milan, then continue to Serravalle for shopping, and perhaps a quick detour to Genoa or the Ligurian coast.
That’s exactly how we experienced Serravalle – not just as an outlet, but as a piece of a wider adventure. After the queues and crowds in front of the most in-demand stores, a drive to Genoa was the perfect refreshment. Just half an hour separates the outlet from the sea, the port, and the old town, where the scent of focaccia and seafood mixes with history and architecture.
Serravalle Designer Outlet truly deserves its title as the largest in Europe, but its appeal is not only in size and discounts. It’s a destination where fashion, architecture, gastronomy, and tourism meet. The crowds and long lines in front of luxury boutiques might test your patience, but the joy of finally walking away with a long-coveted piece at an unbeatable price makes it all worthwhile.
