Tbilisi Outlet Village vs. Traditional Malls: What’s the Difference & Where Should You Shop?
Over the last decade, the outlet village shopping format has become increasingly popular across Europe and is now becoming a staple around the rest of the world too. Bicester Village near London, Italy’s Serravalle, and La Roca near Barcelona have all become major destinations that millions of people visit every year, whether to shop or simply spend their time in a pleasant way.
In December 2024, Georgia officially became the first country in the Caucasus region to join the trend. The opening of Tbilisi Outlet Village is the start of a completely new stage in the retail market development in this corner of the world.
That said, it’s important to clarify that while this specific type of environment is still new for local customers, Georgia’s no slouch when it comes to shopping. Tbilisi has multiple well-stocked shopping malls with eye-watering traffic. So it’s fair to ask: what makes this a new shopping experience in Georgia and how is it different from run-of-the-mill malls that are already dotted all over the city?
Outlet-Specific Prices and Permanent Discounts on Big Brand Names
In a regular shopping mall, clothing is sold at full retail price, as they usually house the brand’s main branches. At flagship and standard stores discounts are only occasional and are usually tied to specific periods like Black Friday, Easter or Christmas holidays, or seasonal collection updates.
Pricing works differently in outlet villages. The lower cost of the collections is the key part of the concept and guaranteed by contract. Brands take on the obligation to keep prices at least 30% below the original throughout the year.
Tbilisi Outlet Village applies the same rules. Collection prices here are at least 30% lower than the standard branches, and occasionally exclusive offers on brands may reach up to 70%.
What Can You Expect to Buy When Outlet Shopping in Tbilisi
Outlet villages mainly carry collections from previous seasons that are no longer sold in the brand’s main stores. So the lower price is due to timing: the old stock must free up the space for the new one and it needs a place to go. It has nothing to do with difference in quality.
In recent years, it has also become quite common for brands to make collections specifically for outlets. Certain outlets specializing in more high-end fashion can also carry archival and rare vintage models from collections by brands such as Vivienne Westwood, Cavalli, or Valentino.
Tbilisi Outlet Village is carefully following the successful international example. Here visitors will find both premium brand collections from previous seasons and lines created especially for outlet stores. The current brand line-up includes Adidas, Nike, Tommy Hilfiger, Calvin Klein, Levi's, Lacoste, Bimba Y Lola, Adolfo Domínguez, etc. and there are plans to expand it further.
How Far is it from the City Center?
Standard shopping malls are usually located in either central parts of the city or close to it, so they’re easily reachable. Outlet villages, by contrast, are always set outside the city. Often several dozen kilometers away from major urban areas.
Tbilisi Outlet Village was designed in the same way. It is located about a 30-40 minute drive away from the city center, right by the E60 bypass road, near the airport. Though don’t let that scare you away from the visit - even with that distance, getting there is quite easy.
Architecture and Village Planning
There’s also a clear visual difference between the malls and outlet villages. And that difference has a psychological reason. A standard mall is a closed space with several floors. An outlet village, on the other hand, is an open-air shopping destination. The very name village comes from the way it’s been designed.
For example, Italy’s Serravalle Designer Outlet is quite massive and home to more than 230 stores but was designed to imitate a small Italian village with its cobbled walkways and gardens. Similarly, Dubai Outlet Village took its inspiration from the Tuscan hill town of San Gimignano.
The architectural concept of Tbilisi Outlet Village belongs to the Spanish studio L35 Architects, which previously worked on the famous La Roca Village (Barcelona) and Las Rozas Village (Madrid). But the space is not a direct copy of those European projects. The entire point is for Tbilisi Outlet Village to reflect the local context, and when you visit, the village streets lined with weaved balconies and romantic lamp posts will certainly remind you of the stone-paved lanes of Tbilisi’s Old Town.
Align Your Visit with the Concept of the Place
A standard mall is a great place to shop mass-market brands, several premium stores, homeware, electronics, and groceries in one space. It is often seen as a social center too, since cinemas, food venues, and different entertainment areas are usually part of it.
In an outlet village, the main focus is on luxury and premium-segment brands. Because of that, even with high discounts, the space feels exclusive. Food venues are frequently also part of the area, but they are never the main reason for the visit. Both you and other visitors are likely going out of your way to visit the outlet village to spend most of the day shopping, not to visit a specific restaurant. Food spaces are to rest, grab a bite and share impressions.
With the opening of Tbilisi Outlet Village, Georgia gained a space that, until now, people could usually access only while traveling to Europe. Now, that same experience is just 30 minutes away. It gives you the chance to enjoy outlet shopping in Tbilisi, refresh your wardrobe, and unwind in a pleasant environment.
