Las Rozas Village, the luxury sales center located on the outskirts of Madrid, is preparing to close its best year in its 25-year history. In an interview For the CincoDías media, Esteban Liang, business director of the sales center, stated that they will exceed five million customers and will achieve “single-digit sales growth”, a modest figure in appearance but that they consider exceptional compared to a textile sector that stagnated in 2024 and has fallen 1.8% until September. The secret: the international tourismespecially Latin American and American, which already represents 30% of its turnover.
New clientele. In just six years, the profile of the buyer in Las Rozas Village has changed radically. China, which in 2019 was the center’s most important source market, has fallen to third place. According to Liang, Mexico and the Middle East have become the new protagonists.
Mexican customers lead both in volume and spending, with an average ticket of 690 euros per traveler, the highest of all markets. As Liang tells the outlet, between 2022 and 2024, tax-free sales to customers outside the euro zone doubled, with Mexicans in the lead.
Why did the map change?. The manager explains that “there has been an exponential growth of the middle class in China, whose expectations have been frustrated by the economic crisis.” This has caused Chinese consumers to travel within their country or to nearby markets such as Japan, in addition to increasing their preference for local brands.
Meanwhile, the massive arrival of luxury hotels from American chains to Madrid has boosted the flow of American travelers, according to Liang. The director remembers that before there were only three large luxury hotels in Madrid and now there are 35, with another ten under construction.
The balance that sustains the business. Despite the good moment in tourism, for Liang, the national market continues to be essential and represents 70% of clients. “They are no longer only from Madrid. They also come from Valencia, Valladolid or Málaga thanks to the improvement in railway connections,” says the manager.
The diversification strategy has allowed the outlet to maintain growth even in a context of economic cooling in Europe, America and the Middle East, according to the medium counts. The last quarter of the year concentrates up to 35% of annual turnover thanks to key dates such as Halloween, Black Friday and Christmas, where the Spanish consumer takes on special relevance.
Renew to continue growing. As explains In the middle, Las Rozas Village has also discovered opportunities in the deseasonalization of Madrid tourism. “Before, in the summer, the capital emptied. For two or three years we have discovered an opportunity to continue growing,” says Liang.
In addition, as the manager says, the center has incorporated new brands aimed at generation Z to expand its audience. The center has more than 100 open-air boutiques housing luxury brands. And its outlet has been attracting a whole mass of deep-pocketed tourists for 25 years, knowing how to attract the international public with good discounts.
Cover image | L35 Architects
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