Milan is one of the most famous fashion centres in the world and is recognized for its luxury brands, high-quality craftsmanship, and cutting-edge designs. Many renowned fashion houses, upscale boutiques, and influential retailers are present in the city. Milan has strong fundamentals and a varied consumer base, which has made this city the first stop for international retailers looking to expand in Italy.

Market size and growth outlook

• Milan is one of Italy's largest and most important retail markets with annual retail sales in and around the city expected to reach €35 billion in 2025.

• With a population of 3.3 million in the Milan metropolitan area, retailers have access to a large and diverse consumer base.

• Milan is one of Italy’s most affluent cities. In 2025, the average disposable income per household in Milan is €65,500. This is 10% higher than the Eurozone average.

• Retail sales are expected to grow at an average rate of 2.7% per year in nominal terms from 2025 to 2029 in Milan.

• In 2024, around 8.7 million visitors arrived in Milan, contributing to the overall retail spending in the local retail market. High-spending visitors spent on average €215 per day on shopping, restaurants, and museums in Milan and surrounding areas.

• Milan has some of the highest retail rents in Europe. Notably, on Via Monte Napoleone and in Galleria Vittorio Emanuele II the annual rent can exceed €20,000 per sq m per year.

The Milan 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.