Booking choice: The Shopping Express from Milan, from $11 per person. Check dates Compare the options below
From Milan, the two obvious outlet trips are Fidenza Village, toward Parma and Bologna, and Serravalle Designer Outlet, toward Genoa. The Mall Firenze, in the Tuscan hills near Florence, is the third name that comes up, usually from shoppers who want the very top houses.
We compare them on facts we checked on each outlet's official site in September 2026: size, brands, distance, transport and hours. We found no reliable price-for-price comparison, so we do not claim that one is cheaper.
The quick answer
Pick Serravalle for choice: McArthurGlen lists over 230 stores there, including Gucci, Balenciaga and Saint Laurent, about an hour's drive from Milan toward Genoa. Pick The Mall Firenze if you are in Florence and want Gucci, Saint Laurent, Bottega Veneta or Fendi. Pick Fidenza Village for a calmer village of more than 120 boutiques, strong on Italian names such as Prada and Valentino, with a EUR 10 coach from central Milan and Parma, Salsomaggiore and Fidenza's cathedral nearby.
How do Fidenza Village, Serravalle and The Mall compare?
Serravalle is the biggest, The Mall the most luxury-focused, and Fidenza Village the smallest of the three but the easiest to combine with Parma.
Facts from each outlet's official site, checked in September 2026. Store counts and brands change.
| Fidenza Village | Serravalle Designer Outlet | The Mall Firenze | |
|---|---|---|---|
| Where | Fidenza, province of Parma, Emilia-Romagna | Serravalle Scrivia, province of Alessandria, Piedmont | Leccio Reggello, near Florence, Tuscany |
| Size | More than 120 boutiques | Over 230 stores | Over 40 high-fashion brands |
| Brands include | Prada, Miu Miu, Valentino Garavani, Versace, Loro Piana | Gucci, Prada, Balenciaga, Saint Laurent, Moncler | Gucci, Saint Laurent, Balenciaga, Bottega Veneta, Fendi |
| From Milan | About an hour by car or train, per the Village | About an hour by car, per McArthurGlen | A Florence trip, not a Milan one |
| Without a car | Official Shopping Express from Milan, EUR 10; or train and station shuttle | Daily shuttle service listed by the outlet | Direct bus listed by the outlet |
| Opening hours | Usually 10:00 to 20:00 daily | 10:00 to 20:00 daily | 10:00 to 19:00 daily |
| Discount claim | Up to 70% | Up to 70% | Not compared |
Is Serravalle bigger than Fidenza Village?
Yes, much: McArthurGlen lists over 230 stores at Serravalle Designer Outlet, against more than 120 boutiques at Fidenza Village.
Serravalle is at Serravalle Scrivia in Piedmont, on the way from Milan to Genoa. McArthurGlen says you can drive there from Milan in an hour, from Genoa in 45 minutes and from Turin in under 90 minutes. More stores mean more choice but also more walking; Fidenza Village is easy to cover in one relaxed day. One Serravalle shuttle sold on Viator lists departures from Milan at 9:00, 9:30, 10:30 and 13:00, from $44.
Which outlet has more luxury brands?
For the very top houses, Serravalle and The Mall Firenze: both list Gucci, Balenciaga and Saint Laurent. Fidenza Village's strength is Italian names such as Prada, Miu Miu, Valentino, Versace and Loro Piana.
The Mall Firenze's map also shows Bottega Veneta, Fendi, Celine, Tom Ford and Alexander McQueen. Gucci, Louis Vuitton, Chanel, Dior, Balenciaga and Saint Laurent were not on Fidenza Village's directory when we checked, and a visitor review prefers The Mall for high-end names and bargains. The full Fidenza list is in Fidenza Village brands.
Prada, Valentino and Loro Piana are at Fidenza Village: the coach from Milan costs about $11 with a 10% VIP card.
Check dates for the Shopping Express from MilanIs Fidenza Village cheaper than Serravalle?
We cannot say, and we found no reliable source that can: both outlets claim savings of up to 70%, and we found no price-for-price comparison.
Prices depend on the boutique, the season and the item, and visitors to Fidenza Village report that many prices are not dramatically lower than retail. Compare the items you want online before you choose. Serravalle also offers tax free shopping; Fidenza Village's process is explained in tax free at Fidenza Village.
Which is easier to reach from Milan?
Both are about an hour's drive. Without a car, Fidenza Village has the Village's own EUR 10 Shopping Express and a railway station with a shuttle; Serravalle lists a daily shuttle service from Milan too.
The Fidenza coach leaves Piazza della Repubblica 5 at 9:45 and returns from the Village at 17:00. Trains from Milano Centrale to Fidenza take about 1 hour to 1 hour 40 minutes. Details are in Milan to Fidenza Village and Fidenza Village by train. For Serravalle, check times and fares with the shuttle operator.
The Village's own coach from central Milan, with a VIP card for an extra 10% at participating boutiques.
Explore the Shopping Express from MilanWhich is the nicer day out?
Opinions differ, but Fidenza Village is the smaller, calmer one, designed around Verdi's operas and the Liberty style of nearby Salsomaggiore.
Its areas are named after Verdi operas such as Aida, Otello and Falstaff, and its Berzieri area echoes the 1923 Terme Berzieri in Salsomaggiore. Guests on the coach call it 'very beautiful and green', and one in August 2026 found no crowds and no queues. With a car, you can add Parma, Salsomaggiore or Fidenza's cathedral the same day.
Where does The Mall Firenze fit in?
It is a Florence day trip, not a Milan one: The Mall Firenze is at Leccio Reggello in the Tuscan hills, open 10:00 to 19:00, with a direct bus from Florence listed on its site.
It has over 40 high-fashion brands, fewer than the other two, but more of the top houses. The same company opened a second outlet at Sanremo in 2019. If you are based in Milan with one free day, the real choice is between Fidenza Village and Serravalle.
So which outlet should you choose?
Serravalle for the most choice, The Mall for the top houses from Florence, and Fidenza Village for a relaxed day of Italian labels within reach of Parma.
- Serravalle: the most stores and top houses such as Gucci, on the way to Genoa.
- The Mall Firenze: Gucci, Saint Laurent, Bottega Veneta and Fendi, if you are staying in Florence.
- Fidenza Village: a calmer day, a EUR 10 coach from central Milan, and food, spa and Romanesque art nearby; see around Fidenza.
Shopping as a family or group? A private driver from your Milan address costs one price for up to seven.
Check dates for the private driver dayFrequently asked questions
Which is bigger, Fidenza Village or Serravalle?
Serravalle: McArthurGlen lists over 230 stores there, against more than 120 boutiques at Fidenza Village.
Is there a shuttle from Milan to Serravalle?
Yes, the outlet lists a daily shuttle service from Milan. Check times and fares with the operator.
Does The Mall Firenze have Gucci?
Yes. Gucci is on The Mall Firenze map, with Saint Laurent, Balenciaga, Bottega Veneta and Fendi.
Can you visit Fidenza Village and Serravalle on the same day?
It is not practical: they are in different directions from Milan, and each deserves most of a day.
Ready to book
Choose your trip
Free cancellation up to 24 hours before on every option. Prices are from-prices in USD and move with the season.
Shopping Express from Milan to Fidenza Village
- Round-trip coach from Piazza della Repubblica 5 (metro M3 Repubblica), departs 9:45
- Arrives about 11:15; return coach leaves the Village at 17:00, back about 18:30
- VIP card with an extra 10% off outlet prices at participating boutiques
Luxury Shopping Day Trip with Lunch and VIP Discount
- Round-trip Shopping Express coach from Milan, 9:45 out and 17:00 back
- Lunch at Signorvino at the Village
- 10% VIP shopping discount and hands-free shopping
Private Shopping Day to Fidenza Village
- Private air-conditioned car or van with driver, for your group only (up to 7)
- Pickup and drop-off at your address in Milan
- Bottled water and snacks
