PUMA signs for first outlet store in capital at London Designer Outlet

German sportswear and footwear giant PUMA has signed to open a store at the London Designer Outlet at Wembley Park.

The new 2,365 sq ft store is the company’s first outlet shop in London and will offer its wide range of trainers, sneakers, clothing and accessories.

Fouad Gross, general manager of PUMA Retail Europe, said: “Wembley is known world-wide for sports and leisure and is an appealing London destination. As a global sports and lifestyle brand PUMA is delighted to be opening a store in the London Designer Outlet in Wembley Park.”

London Designer Outlet is already host to several major athleisure brands such as adidas, Converse, Bjorn Borg, Champion, The North Face, Asics, Skechers, Nike and New Balance.

The presence of another global brand will appeal to the many tourists to London Designer Outlet. This summer, tax-free sales grew by +16.3% year-on-year, emphasising how tourists are seeing the Wembley Park centre as an important part of their trips to London. Of the many international visitors from outside the EU, 30% were Chinese including from Hong Kong and Taiwan.

London Designer Outlet 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.

Projected to attract over 20 million visitors a year, Wembley Park will benefit from £328m annual retail spend by 2020, putting it ahead of London districts such as Camden, Victoria and Ealing Broadway.

Sue Shepherd, Realm’s general manager for London Designer Outlet, commented: “PUMA will be a great addition to our athleisure choices. We’re proud of the calibre of brands that we continue to attract and, as we pass our sixth anniversary, we can build further on our consistent trading track record and impressive tenant mix.”