In an impressive display of how attractive London Designer Outlet is as a shopping and leisure destination, globally famous fashion brand Tommy Hilfiger is set to significantly upsize in the centre following the success of its pop-up store in LDO one year after it opened its doors.
Throughout the pandemic, London Designer Outlet has welcomed a number of new brands, many of which signed their deals over the past 18 months, including Radley, Lyle & Scott, NICCE and Police. A pop-up Tommy Hilfiger store opened in August 2020 following the first UK lockdown, with the soon-to-be upsized store a reflection of how the brand’s store in the capital’s leading fashion and lifestyle outlet centre has exceeded performance expectations.
The existing Tommy Hilfiger store will be relocated and will triple in size to 7,800 sq ft (from its current 2,500 sq ft). The store will stock the Tommy Hilfiger womenswear, menswear, accessories and footwear collections, as well as housing a dedicated Tommy Hilfiger kids area. Tommy Hilfiger’s global store design concept fuses the brand’s heritage with clean, modern finishes and a bright, airy aesthetic.
Additional design elements include digital screens and premium fixture elements to support the elevated product offering. Building on Tommy Hilfiger’s ambitious sustainability mission to create fashion that Wastes Nothing and Welcomes All, the store was designed to comply with all DDA requirements, and like London Designer Outlet as a whole is fully wheelchair accessible.
London Designer Outlet, which is managed by the UK’s specialist outlet operator Realm, is known for its premium and lifestyle fashion brands which include Guess, Kurt Geiger, Levi’s, Dune, Replay, Vans and The North Face. Its athleisure, gifts and lifestyle names include adidas – which recently upsized by 66% – Nike, New Balance, Lindt, M&S and Beauty Outlet.
Christine Grace, Leasing Director for Realm, said: “Given that shops in London Designer Outlet feature high quality fit-outs, visually appealing displays and a mystery shop programme to ensure a consistently excellent guest experience, Tommy Hilfiger’s newly upsized store will fit right in. We are delighted our guests have so loved shopping in Tommy Hilfiger over the past year and can’t wait for them to be introduced to this further enhancement of our already much appreciated premium fashion offer. Having performed so well over the past year, this decision is a clear indication of how compelling the business case is for destinations like London Designer Outlet.”
London Designer Outlet, with some 265,000 sq ft of retail and leisure space, is a premium retail and leisure destination, with the appeal of major retail brands, a choice of popular restaurants and bars, the benefits of the surrounding Wembley Park, and the added bonus of year-round discounts.