London Designer Outlet at Wembley Park had its most successful December since it opened in 2013, experiencing a surge in sales during the festive season. The outlet reported sales of £10.46 million, with Boxing Day sales seeing a remarkable increase of 89% compared to the previous year and 2.9% compared to 2019. This made it the second-best Boxing Day in the history of the London Designer Outlet. Key brands like Levi’s, Puma, New Balance, and Kurt Geiger achieved record trading on this day.
These figures are particularly noteworthy considering the overall weak performance of the UK retail sector on Boxing Day. While many shoppers preferred to make their purchases online and waited until the following day, the allure of extra discounts offered at outlet locations attracted a significant number of visitors to the London Designer Outlet.
Throughout December, sales were 32% higher than the previous Christmas and 2.6% higher than in 2019. The introduction of new and larger brands throughout the year, along with a growing appetite for higher-priced items, contributed to the growth in revenue. The average transaction value (ATV) in December increased by 17% compared to the same month in 2019, indicating that shoppers were eager for deals and emphasizing the relevance of outlet stores in light of the current cost-of-living crisis.
These strong December results also had a positive impact on the overall trading performance during the Golden Quarter, surpassing pre-pandemic levels. Additionally, the period between Christmas and New Year’s Day saw a significant boost in sales, with a 49.5% increase compared to 2021 and a 3.6% increase compared to pre-pandemic levels.
Matt Slade, the Retail Director at Quintain, the developer of Wembley Park, expressed encouragement at the robust sales figures despite external challenges like rail strikes. The ability of the London Designer Outlet to attract shoppers and maintain strong sales in the face of such obstacles is a testament to its appeal and the effectiveness of its strategy.
With bigger brands driving performance and a growing demand for discounts, the London Designer Outlet has firmly established itself as a go-to destination for smart shoppers seeking value for money. Despite the changing retail landscape, this outlet continues to thrive, offering both a successful shopping experience and economic growth in the region.
Useful links:
– London Designer Outlet official website
– Visit London information about London Designer Outlet
