Easter events boost sales and footfall at London Designer Outlet, overseas shoppers also key

The London Designer Outlet (LDO) in Wembley Park enjoyed healthy footfall and revenue rises over the Easter school holiday period, attributing the growth to its programme of themed events and attractions, in line with the trend towards using leisure activities to entice shoppers into stores.


The programme of Easter activities featured a British brass band, Beefeaters and karaoke in a black cab - LDO

The outlet centre reported a 21.3% revenue increase year-on-year across all stores and restaurants during the two-week Easter break. On a like-for-like basis this meant a 19% jump. Newly opened stores not included in the like-for-like figures include Hamleys, TM Lewin, Dr Martens, Lee Wrangler and Raging Bull.

Footfall was strong during the period compared with the 2016 fortnight up to Easter Monday, when local schools in the catchment area were on holiday. The centre said visitors were attracted by activities celebrating the richness and quirkiness of Britain with a programme of experiential events that featured Beefeaters, designer buses, karaoke in a black cab, a British brass band and more.

The absence of rain much of the time also tempted shoppers to stock up on newly introduced summer ranges in retailers like M&S and Guess. Both of them had a record breaking Easter, said LDO.

Additionally, tax-free sales rose by 31.6% year-on-year to the start of April. Of the visitors from outside the EU, some 22% were from China, Hong Kong and Taiwan.

Sue Shepherd, centre manager for LDO, said: "The Easter period emphasised the growing trend for outlet shopping. Our events highlighted the interest by millennials seeking experiences as part of their shopping trips, and we welcomed even more savvy-shoppers wanting year-round bargains."

The Quintain-owned shopping centre has a catchment area of 5.8 million people, the largest in the UK. The premium retail line-up includes aspirational brands such as Nike, Kurt Geiger, Superdry, Guess, H&M, Gap, Lee Wrangler, Dr. Martens and M&S, which offer year-round discounts of up to 70% off RRP.

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