Germany's second-largest city, Hamburg, is home to nearly 1.9 million residents. The city boasts exceptional purchasing power—among the highest in Germany—coupled with superb quality of life and robust infrastructure. This combination makes Hamburg a prime target for international and luxury brands seeking to expand their European presence.

• Hamburg is Germany’s second-largest retail market in terms of retail spending. Retail spending is expected to reach nearly €24 billion in 2025.

• The population of the city of Hamburg is greater than 1.9 million. When considering the surrounding metropolitan region, the total population approaches 5.5 million.

• Around 100 million day visitors every year play a key role in tourism across Hamburg. They contribute €4.1 billion to the local economy, which represents around half of the total consumer spending in tourism.

• Households in Hamburg are among the most affluent households in Germany. The average disposable income per household in Hamburg is €64,700.

• Retail sales in Hamburg are forecast to grow at an average annual rate of 3.4% in nominal terms during the period from 2025 to 2029, which is on par with the anticipated growth rate for Germany.

• The highest retail rents in Hamburg are found in the city centre, with Spitalerstrasse commanding €3,000 per square metre annually in 2025.

The Hamburg Retail City Profile unveils key insights to help you make informed decisions about your next retail location. Complete the form to access a detailed market outlook and digital maps featuring key retail destinations, international retailer presence, and notable store openings.