London Designer Outlet sales surge as Harry Styles fans hit Wembley
The wisdom of building major shopping destinations adjacent to giant entertainment complexes has been made very clear with developer Quintain saying that the return of large-scale events at Wembley Stadium has sparked a business boost for its Wembley Park neighbourhood and London Designer Outlet (LDO).
Last weekend’s Harry Styles gigs “saw sales surge by 76% across Wembley Park and LDO compared to the overall average for each weekend last month”, it said. And with Ed Sheeran also playing at the stadium for five nights starting this weekend, Quintain “is anticipating similarly strong trading as a result”.
London has two major shopping locations directly linked to entrainment destinations (the other being the unrelated Icon Outlet at The O2 in Greenwich) and both have reported strong figures of late.
LDO alone reported a sharp spike in footfall in the run-up to Styles’ shows on Saturday and Sunday, with the figure sitting at 36% higher compared to the May weekend average.
Sales at sports and athleisure brands at the outlet climbed by 64%, mixed fashion by 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 against the weekend’s dreary weather”.
Quintain also said the Platinum Jubilee saw footfall at LDO rocket by 90% on the Saturday, compared to 2021.
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.”
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