London Designer Outlet in Wembley Park had a successful Christmas trading period, defying the odds in the face of a tough UK retail economy. The outlet saw a 2% increase in total revenue and a 1.5% rise in like-for-like revenue over the festive season, with footfall up by 8% year-on-year. It was the busiest Christmas trading period yet for the mall, indicating the strong appeal of the outlet model.
Sports brands and general footwear were standout performers at London Designer Outlet, experiencing growth of 9.5% and 14.4% respectively. Despite the challenging retail landscape, the outlet continues to draw in shoppers, demonstrating resilience and growth in a tough market.
A key development for the mall was the introduction of Dropit, an app-based, store-to-door delivery service, on December 1st. This innovative service, the first of its kind in a UK shopping center, offers added convenience for shoppers. Particularly suited to the outlet’s location near Wembley Stadium, it allows visitors to shop without being burdened by bags, enhancing the overall shopping experience.
The average transaction value for Dropit users in December exceeded £260, indicating strong appeal to affluent shoppers. With an increasing number of international tourists visiting London Designer Outlet, the service is expected to be well-received by this customer base. In 2018, 18% of the outlet’s visitors came from outside the UK, with significant numbers from the EU, Greater China, and India.
London’s attractiveness as a more budget-friendly global city amid Brexit uncertainty has drawn a steady stream of international visitors to its retail destinations, making areas like Wembley Park even more appealing. The ongoing £3 billion urban regeneration project by owner Quintain is set to further enhance the appeal of the location, with plans for major full-price retail development. The future looks bright for London Designer Outlet as it continues to thrive and diversify its customer base in a challenging retail environment.
For more information about London Designer Outlet, visit their official website. To learn more about the Dropit service, check out their website.
