Through a combination of attractive discounting, experiential events and strong performance from core brands, trading at London Designer Outlet (LDO), the capital’s only fashion & lifestyle outlet centre, has reinforced the Wembley Park shopping and leisure destination’s position as the UK’s fastest growing outlet centre; achieving the 17th consecutive quarter of sales growth.
For the period from Christmas Eve on Sunday 24 December 2017 to Saturday 30 December 2017, total revenue climbed by +7%, year-on-year, notably footwear which rose +35%, YoY, homeware up +21%, YoY, and health & beauty climbed +19%, YoY. Like-for-like revenue was up +5%, YoY, and spend per head by more than +11%, YoY, recognising the impact of the introduction in 2017 of even stronger performing new brands such as Converse, with its first UK store; Haribo, with its first UK outlet store; and Dr. Martens.
LDO is one of a small number of ‘new wave’ outlet centres that blend retail, f&b, leisure and residential within an urban setting. It has some 265,000 sq ft of retail and leisure space, with 70 outlet stores, coffee shops and restaurants, a nine-screen Cineworld and a large children’s play park. A festive music programme was enhanced by a world first with Slideatron, Wembley Park’s free, 18-metre-high fully immersive Christmas attraction and ride. Families were also well catered for, with “the world’s biggest pantomime”, Peter Pan starring Bradley Walsh and Martin Kemp, thrilling audiences at The SSE Arena, Wembley, next door to LDO.
LDO is managed by Realm, the UK’s largest specialist outlet operator, and is owned by Quintain, the London developer transforming Wembley Park into the capital’s most exciting mixed-use regeneration project.
Sue Shepherd, Realm’s Centre Manager for LDO, said: “With money tight for most families, outlet shopping is now a mainstream way to secure aspirational and desirable brands at affordable prices. Our strong trading figures show the continuing appeal of off-price shopping, resulting in an annual footfall of 7 million. This means twice as many people visit LDO each year than go to Wembley Stadium and The SSE Arena, combined. However, unlike many other retail destinations, our discounts of up to 70% off RRP continue throughout the year.”
Additionally, overseas tourists are seeing LDO as an important part of their trips to London. Tax-free sales rose +6%, YoY, during October and November 2017. For the year-to-date covering the first 11 months of 2017, tourism sales at LDO increased by +35%, YoY. Of the visitors from outside the EU, some 23% were Chinese (including from Hong Kong and Taiwan). Reflecting the diversity of guests, LDO has embraced several cultural initiatives, from fluent foreign language speakers in Guest Relations to Halal and vegetarian dining options in LDO’s many restaurants and coffee shops.
LDO’s line-up includes Europe’s top Guess outlet store, one of Nike’s top three outlet stores in Europe, the UK’s best performing Gap Outlet, and fastest-growing M&S Outlet.