Adidas to grow London Designer Outlet presence, Radley also signs up

By

Sandra Halliday

Published
Nov 26, 2020

Outlet malls remain among the key retail growth destinations in Britain (and beyond) so it’s no surprise that Adidas is to upsize its location in the successful London Designer Outlet at Wembley Park.

It will increase its floor space by 63% to 10,550 sq ft and the upsized space will also be its first outlet store to adopt its new design format.

The giant sports brand has been at the LDO mall since it first opened in 2013, but “will bring a more experiential offer” with the larger new-concept store. It will focus on selling sports performance apparel and footwear, and feature "hi-res interactive displays and active participation spaces, which will be in keeping with the urban outlet centre’s emphasis on high quality fit-outs and visually appealing displays”.

LDO manager Realm said the Adidas decision to grow its presence “comes amid the continued resilience of the outlet sector. Over the course of the pandemic outside periods of lockdowns, outlets have continued to perform well as people favour value-for-money, local destinations and well-managed, socially distanced locations”.

Meanwhile, Radley has also signed up for space at LDO, boosting the location’s premium offer. It will open a 1,440 sq ft store there.