London Designer Outlet signs two new brands and reports strong trading post-lockdown

Leading premium fashion and lifestyle outlet centre, London Designer Outlet in Wembley Park has announced two new signings, 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 two new brands set to join the line-up of retailers at the outlet centre in Wembley Park which has reported strong trading figures since the post-lockdown reopening in June.

The destination has seen significant increases in key trading figures in recent weeks, since the post-lockdown reopening with a 40% rise in footfall, month-on-month and 31% sales improvement on the same basis.

LDO’s Police store spans 1,800 sq ft and will offer its full collection of fashion and accessories including its denim collections of jeans and jackets, leathergoods, watches, perfumes and eyewear.

NICCE is a contemporary casual fashion brand recognised for its minimal streetwear designs, inspired by London’s culture and emerging music scenes. The brand will be opening its first stand-alone store and its first outlet store at London Designer Outlet having taken a lease on 1,500sq 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.

Founder of NICCE, Mitchel Galvin-Farnol, 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 265,000sq ft outlet centre is managed by Realm, the UK’s specialist outlet operator, and is part of Wembley Park, the £3bn transformation by Quintain surrounding the world-famous Wembley Stadium.

Retail director at Quintain, Matt Slade 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.”

Projected to attract over 20 million visitors a year, Wembley Park will benefit from £328m annual retail spend by 2027, putting it ahead of London districts such as Camden, Victoria and Ealing Broadway.