Columbia and New Era to join roster of US brands at London Designer Outlet
US outdoor apparel brand Columbia and New York-based baseball cap company New Era have signed to open stores at the London Designer Outlet (LDO) at Wembley Park.
Columbia is taking a 2,210 sq ft space on a 10-year lease and New Era is taking a 1,339 sq ft unit on a five-year lease, joining a raft of other US brands at the outlet shopping destination, including Calvin Klein, Tommy Hilfiger, Guess, Levi’s, Skechers, Vans, The North Face, Converse, Nike, New Balance and Champion.
Columbia will bring its mix of waterproof outerwear, hiking gear and footwear for men, women and kids, while New Era will showcase its range of licensed merchandise products from the MLB, NFL and NBA. As well as its signature ‘snapback’ caps, it will also stock T-shirts, hoodies and backpacks.
Marcel Misere, Retail Director Europe at Columbia Sportswear, said: “We’re thrilled to bring Columbia Sportswear to Wembley, a location that embodies the energy and diversity of the UK market.
“This opening marks a significant milestone in our UK expansion, allowing us to connect more deeply with outdoor enthusiasts and urban explorers alike. Columbia’s heritage of innovation and performance is a perfect match for the vibrant retail landscape of London Designer Outlet.”
Matt Slade, Retail Director at LDO-owner Quintain, added: “With the recent ‘healthy lifestyles’ trend showing no signs of slowing down, we are confident that Columbia and New Era - with their extensive ranges of fashion-forward activewear - will become firm favourites among our shoppers. Sport and outdoor pursuits are a key focus for our repeat visitors.
“They join a curated mix of premium and aspirational fashion and accessories labels, alongside contemporary and popular lifestyle brands including Levi’s, The North Face, New Balance and Nike Unite.
“Their arrival, and the renewals by Asics and Champion, forms part of our wider leasing strategy which sees us work with our brands to provide the right space in the best location so we can offer a broad appeal across demographics that sustains our consistently high footfall.”
