London Designer Outlet Secures New Signings as Centre Enjoys Rises in Key Metrics

  • First stand-alone store in London for Police’s range of fashion and accessories
  • First stand-alone store for NICCE adding street fashion and community engagement
  • The outlet centre has enjoyed +40% month-on-month footfall growth
  • +31% month-on-month improvement in sales following reopening

Further solidifying its position as the capital’s leading premium fashion and lifestyle outlet centre, London Designer Outlet in Wembley Park has signed further top brands, in deals that were mostly negotiated during the coronavirus lockdown. Police, in its first store in London, and NICCE, in its first stand-alone store, are amongst the top names set to join the line-up at the outlet centre in Wembley Park which has seen strong trading figures since the post-lockdown reopening in June.

The destination has seen significant increases in key trading metrics in recent weeks. Footfall rose +40%, month-on-month, comparing August with July. Additionally, sales increased by +31%, month-on-month, across the same period. These results reflect the growing confidence of customers to return to physical shopping following the coronavirus lockdown.Further boosting the fashion choices at London Designer Outlet, the strong urban spirit of Police will be evidenced in a 1,800 sq ft unit. The international brand will offer its full range of fashion and accessories including its denim collections of jeans and jackets, leather goods, watches, perfumes and eyewear.

NICCE is a contemporary casual fashion brand with clean-cut minimal designs and streetwear style inspired by London’s culture and emerging music scenes. It will be opening its first stand-alone store and its first outlet store at London Designer Outlet having taken a lease on 1,500 sq ft of space. Building on its East London N-Studio powered by NICCE initiative, the company is looking to host live events and DJ sessions, working with emerging artists and music producers as part of its strong community commitment by supporting local talent. This echoes Wembley Park’s community engagement activities including cultural events, social spaces for performing arts and affordable studio space.

Mitchel Galvin-Farnol, Founder of NICCE, said: “Wembley Park’s cultural and community engagement programmes were a key factor behind our decision to open our first stand-alone location at London Designer Outlet. The outlet will give us a platform from which to reach a diverse and varied customer base, both within the catchment and visitors from further afield as lockdown restrictions continue to ease. The success of London Designer Outlet gives us confidence in the future of physical retailing and we’re looking forward to opening our first outlet location and being a part of the scheme.”

The 265,000 sq ft outlet centre is managed by Realm, the UK’s specialist outlet operator, and is part of Quintain’s multi-billion pound transformation of Wembley Park, one of the largest and most all-embracing developments currently underway in Europe. London Designer Outlet is an urban outlet centre serving local residents, nearby workers and event goers from across the wider, affluent catchment and beyond.

The post-lockdown trading figures have been further enhanced due to the availability of Dropit, the app-based, store-to-door home delivery service. The popularity of the service was demonstrated by an average spend per head of £180 by guests using the service, benefiting all retailers. London Designer Outlet was the first UK shopping centre to offer this hands-free service. All purchases bought at any of the 50 stores can be gathered together and swiftly delivered to guests’ homes or hotels at a time and date of their choosing, with same-day deliveries available.

Matt Slade, Retail Director at Quintain, said: “It’s incredibly encouraging that considerable leasing progress has been made throughout lockdown with four new fashion brands exchanged including Police and NICCE. The new signings will be great additions to the wide choice of top and premium brands at London Designer Outlet. It’s extremely positive to see how well the centre has performed since the retail offer reopened in mid-June, reflecting the ongoing resilience of the outlet sector and the appeal of Wembley Park as a destination for shopping and dining for the onsite and local residents in addition to visitors from further afield within the catchment.”

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