The iconic American shoe brand is opening its first retail store in the UK in London Designer Outlet.The Boston, Massachusetts-headquartered company is owned by Nike and is famous for it's renowned All Star sneakers. London Designer Outlet (LDO) already has one of Nike’s top 3 outlet stores in Europe, emphasizing the potential for the new Converse offering. In 2015 and 2016, LDO was listed in the top 10 best performing outlet centres in Europe.
The clothing & footwear choices at LDO are more strengthened with two additional long-term signings. Dr. Martens has taken a long-term lease for a 1,350 sq ft unit following the success of a pop-up trial store. Vans, the casual lifestyle brand, is adding to the wide choice for customers at LDO in a 1,800 sq ft outlet shop.
In keeping with Wembley’s world-renowned reputation for sports and leisure, LDO is also host to Adidas, Asics, The North Face, Skechers and New Balance. Almost twice as many people visit LDO each year than go to Wembley Stadium and The SSE Arena, combined. The centre is the nearest outlet choice for some 5.8 million visitors, the largest such catchment in the UK.
Christine Grace, Realm’s Leasing Director for LDO, told: “Converse and Vans are great additions to the range of top brands LDO offers and we’re proud to be the centre of choice for Converse’s first-ever store in the UK. Furthermore, the move from temp-to-perm by Dr. Martens shows the confidence top brands have, not only with this location but also with an urban outlet option as part of their go-to-market mix.”
LDO is one of a small amount of ‘new wave’ outlet malls that blend retail, f&b, leisure and residential within an urban environment. It is a premium retail & leisure destination, with the appeal of the large retail brands, a choice of favorite restaurants and bars, nine-screen cinema, and a range of experiential events, with the bonus of serious, year-round discounts.
Additionally, overseas tourists see the Wembley Park destination as an important part of their trip to London. Tax-free sales rose +36.8% YoY for the first five months of the year. Of the visitors from outside the EU, some 22.6% were from China, Hong Kong, and Taiwan.