Watermelon Sugar high footfall at Wembley locations as Harry Styles fans boost sales

Harry Styles fans sparked a business boost for shops and restaurants at Wembley Park and London Designer Outlet ahead of the former One Direction heartthrob's sold-out gigs at Wembley Stadium last week.

Total sales across the 15-minute neighbourhood and the capital’s premium fashion and lifestyle outlet destination soared by +76% last weekend compared to the overall average for each weekend throughout May.

London Designer Outlet (LDO) alone reported a sharp spike in footfall in the run-up to Styles’ shows on Saturday and Sunday, with the figure sitting at over a third higher (+36%) compared to the May weekend average.

Set in Wembley Park, the entertainment district and 365-day neighbourhood, London Designer Outlet is one of only a small number of outlet centres in Europe that blend retail, F&B, leisure and events in an urban setting.

Sales at sports and athleisure brands at the outlet climbed by nearly two-thirds (+64%), mixed fashion by a third (+33%), health and beauty by +24% and accessories and gifts by +18%. Outdoor brands enjoyed a +24% lift in trade, with Trespass selling out of raincoats and tents as concert-goers lined up to waterproof themselves.

The strong trading update comes ahead of Ed Sheeran taking to the stage of Wembley Stadium for five nights. Starting this weekend, hundreds of thousands of Sheeran fans will flock to the venue, with Wembley Park and London Designer Outlet anticipating a similar surge in footfall and sales.

Matt Slade, Retail Director at Quintain, said: “The positive impact that the return of large-scale, live events at Wembley Stadium is having on businesses across Wembley Park and London Designer Outlet is truly a Sign of the Times.

“Despite economically turbulent times, visitors continue to flock back to in greater numbers than 2019 to enjoy the unparalleled combined retail and leisure offer set within this dynamic and diverse 15-minute neighbourhood.”