Vienna Inner City
Vienna | Inner City: Comeback with luxury labels Many European shopping streets are currently confron- ted with vacances and a decline in frequency, but Vien- na’s Inner City is experiencing a surprising comeback. Supported by international tourism and driven by luxury labels, it remains one of the most dynamic retail loca- tions in Europe – with rising turnover, new brands and record pedestrian frequency.
The Vienna Inner City has been one of the most important retail locations in Europe for many decades. With its unique mixture of historical buildings, cultural charisma and international visitors, it is a magnet for
Inner City can almost match the Mariahilfer Strass – the previous undisputed number one among Vienna’s shopping streets.
pre-corona record levels in 2024 and 2025. This was a decisive impulse for many luxury labels whose business models are heavily dependent on international customer. Visi- tors from Asia, the USA and the Gulf states are responsible for a disproportionate share of turnover in the City. Local frequencies fluctuate as a result of changing work and consumer habits, but tourists are a source of stable revenues and premium purchases. Particularly noticeable is the connection between rising overnight stay statistics in the Vienna luxury hotels and increasing turnover in the so-called ‘Golden U’ – the axis between the Kohlmarkt, Graben and Kärntner Strasse. The luxury branch is, and remains, the strongest driver: Brands like Louis Vuitton, Chanel, Hermès and Cartier have steadily expanded their presence in recent years. And new market entries – like Celine
A central factor for this positive develop-
luxury labels as well as gastro- nomy and traditional retailers.
The Vienna City continues to defy the European trend: International tourists and luxury labels are the guarantee for sta- ble turnover and make the Inner City one of the most dynamic retail locations in Europe.
Many of Europe’s shopping streets are faced with declining frequency, rising vacancies and the growing popularity of the Internet, but the Inner City in Vienna has been remarkably resistant – and much, much more: It continues to grow and has retained its position as one of the most dynamic submar- kets in Austria. With roughly 210,000 sqm of selling space
spread over 1,428 shops along a street length of more than ten kilometres, the
ment is the comeback of international city tourism. Vienna nearly reconnected with
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Retail Market Report
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