Global sports brand adidas is set to significantly expand its store in London Designer Outlet, adopting its new design format which will be a first for UK outlets.
adidas, which has been at London Designer Outlet (LDO) since it first opened in 2013, will bring a more experiential offer to its enlarged store with its new retail format. It will focus on selling sports performance apparel and footwear and feature high res interactive displays and active participation spaces, which will be in keeping with the urban outlet centre’s emphasis on high-quality fit-outs and visually-appealing displays.
adidas, which is the largest sportswear manufacturer in Europe, is one of the longest-serving brands in London Designer Outlet, the capital’s leading fashion and lifestyle outlet centre, and will increase its floor space by 63% to 10,550 sq ft.
The decision by adidas to expand in London Designer Outlet, which is managed by the UK’s specialist outlet operator Realm, comes amid the continued resilience of the outlet sector. Over the course of the pandemic outside periods of lockdowns, outlets have continued to perform well as people favour value-for-money, local destinations and well-managed, socially distanced locations. As part of the work, the Marks & Spencer Outlet store will be reconfigured and rightsized.
Sue Shepherd, Realm’s General Manager for London Designer Outlet, commented: “It is always encouraging when retailers like adidas upsize since it highlights how much our guests enjoy these brands and emphasises that they have been trading well. We also have a good mix of stores that have been with us since our first few months, including Villeroy & Boch, The North Face and Replay alongside more recent signings such as Radley, Police and NICCE. Between the enhanced safety measures we have in place and the wide, open spaces of Wembley Park, we are confident that once we can welcome our guests back again after lockdown that they will feel safe in returning so that they can shop their favourite brands at affordable prices in a secure, accessible environment.”
An adidas spokesperson said; “We’ve been pleased to have had adidas as part of the London Designer Outlet since it opened in 2013 and be part of its continued success. After fantastic feedback on our existing store, we have taken the opportunity to expand our footprint and enhance the brand experience. We look forward to serving our consumers in our new store at London Designer Outlet and continuing to be a part of the growing Wembley Park community.”
30/11/2020 17:30 by Buildington
New Radley Store To Open
British handbag maker and retailer Radley has agreed to lease a 1,440 sq ft store at London Designer Outlet in Wembley Park.
The capital’s leading fashion and lifestyle outlet centre is set to re-open after the current lockdown with the addition of another brand, having signed iconic London-based accessories retailer Radley.
Adding further to the choice of aspirational and desirable brands, Radley will join the existing line-up of premium fashion, lifestyle fashion, gifts and leisure names, which include Guess, Kurt Geiger, DUNE, Replay, Levi’s, Lee Wrangler, The North Face, Converse, Puma, Beauty Outlet, Zwilling and Lindt. Guests can enjoy prices at up to 70% off RRP throughout the year at London Designer Outlet, which benefits from the UK’s largest build-to-rent single site in the UK at Wembley Park, with a projected population of 20,000 full-time residents by 2027.
Kevin Morris, Head of Retail at Radley, commented: “We have a passion for crafting beautiful handbags and accessories that blend creative design, quality materials and immaculate craftsmanship, with plenty of personality to finish. As a brand, we draw on the heritage, energy and eclecticism of the Capital to inspire every design. With the city in mind, we felt the London Designer Outlet provided the perfect backdrop for us to expand our retail portfolio and we can’t wait to welcome visitors, inviting them to discover the quality and style of Radley for themselves. By bringing our handbags to the iconic location of Wembley Park we can serve our customers who live in, work in and visit the area every year – all while being part of one of London’s most dynamic and exciting new neighbourhoods.”
London Designer Outlet is one of a small number of outlet centres in Europe that blend retail, f&b, leisure and events in an easy-to-reach urban setting. It is set in Wembley Park, which is undergoing a multi-billion pound transformation by Quintain. Wembley Park is expected to benefit from a projected £328m annual retail spend by 2027, more than London districts like Camden, Victoria and Ealing Broadway.
Retailers and restaurateurs at London Designer Outlet, together with the centre management team from the UK’s specialist outlet operator Realm, have embraced the changing trends in retail due to Covid-19. With economic uncertainty across the country, the outlet sector is further demonstrating its resilience as people favour value-for-money, local destinations and well-managed, socially distanced locations.
Sue Shepherd, Realm’s General Manager for London Designer Outlet, added: “In welcoming Radley, we are welcoming yet another top brand to London Designer Outlet that puts an emphasis on quality and service. When our brands – including Radley – reopen their doors once this lockdown is over, we look forward to welcoming our guests back to our open-air outlet centre, set among the greenery and wide boulevards of Wembley Park, and providing them with premium fashion at affordable prices in a setting where their safety is our top priority.”
To further enhance a safe guest experience, the London Designer Outlet team has implemented several technology-based initiatives. The retail destination was the first UK shopping centre to offer Dropit, the app-based, store-to-door delivery service. All purchases bought at any of LDO’s 50 stores can be gathered together and swiftly delivered to customers’ homes, hotels or workplaces free of charge at a time and date of their choosing, with same-day deliveries available within the M25.
Additionally, it recently launched The LDO Edit, a new click-and-reserve online platform that brings together the best of online and in-store shopping.
30/11/2020 11:29 by Buildington
Tommy Hilfiger Kids Outlet To Open
Tommy Hilfiger has chosen London Designer Outlet in Wembley Park as the place to be for its first dedicated childrenswear outlet in the UK.
Known for its classic American cool style and preppy-with-a-twist designs to customers worldwide, Tommy Hilfiger has signed to open a 1,387 sq ft unit at the capital’s leading fashion and lifestyle outlet centre. Bringing its playfulness, practicality and twist of youthful East Coast cool to LDO, the new Tommy Hilfiger childrenswear outlet will offer classic pieces for boys and girls, aged 9 months to 16 years, including trousers, separates, dresses and more, designed for sporting activities, party time, daywear and everything in-between. All items retail at up to 70 per cent off the RRP. The signing will boost the line-up of childrenswear at London Designer Outlet, including Nike, Champion, GAP, Adidas, PUMA and Guess and the wider fashion offer including Fiorielli, Kurt Geiger, Levi’s and the recent opening of Dune.
Internationally recognised, the brand will appeal to the growing numbers of tourists that increasingly see London Designer Outlet as an important part of their trips to the capital. Across the 2019 calendar year tax free transactions at the centre increased by +10%, accounting for 7% of all retail sales at the centre.
Christine Grace, Leasing Director at Realm, commented: “We’re delighted to have signed Tommy Hilfiger which will be a really great addition the fashion line-up at the centre. It’s tremendous to see that our consistent trading track record and reputation for leading the field has helped us to secure another first at the centre. We’re thrilled to be attracting increasingly aspirational brands and are looking forward to the year ahead.”
Tommy Hilfiger will add to the appeal of major retail brands, a choice of popular restaurants and bars and a range of experiential events. The 265,000 sq ft premium retail and leisure destination is home to Europe’s top Guess outlet store, one of Nike’s top three outlet stores in Europe, and the UK’s best performing Gap Outlet.
Enjoying seven million visitors a year, almost twice as many people than go to Wembley Stadium and The SSE Arena, Wembley combined, London Designer Outlet bridges the gap between online shopping and the physical retail experience. Combining the ability to touch-and-feel and try-before-you buy with the ease and convenience of online shopping, Dropit provides a handsfree shopping service which allows visitors to have purchases, bought from any of the stores, delivered to hotels, workplaces or their homes with same-day deliveries available within the M25.
London Designer Outlet is managed by Realm, the UK’s specialist outlet operator; and is owned by Quintain, the developer behind Wembley Park, one of Europe’s largest urban transformation projects.
The centre benefits from the transformative changes at Wembley Park, an 85-acre estate adjacent to the world-famous National Stadium. The 85-acre mixed-use development will feature over 500,000 sq ft of retail and leisure, including some 240,000 sq ft of new build shops, restaurants and services and up to 8,500 new homes. The vision is about offering an imaginative spectrum of independents and major brands. In addition to London Designer Outlet, current attractions include London’s largest Boxpark, which won Best F&B Concept at the 2019 MAPIC Awards, and the Troubadour Wembley Park Theatre, currently staging soon to stage the 30th anniversary tour of Fame The Musical and opened in 2019 with a six week residency of the National Theatre’s War Horse. Catering to the neighbouring residential and worker population in Wembley Park and the wider, affluent catchment, the scheme is set to attract over 20 million visitors per year and yield a £328 million annual retail spend.
A dynamic new neighbourhood for North London, Wembley Park Quintain’s Tipi brand is the largest build-to-rent development on a single site in the UK and will be home to residential community of 20,000 full-time residents by 2027, managed by Quintain’s lifestyle-focused rental brand, Tipi.
12/02/2020 18:14 by Buildington