Housewares brands sign up for new London Designer Outlet Centre

The capital’s first designer outlet centre has confirmed signings with two international housewares brands: Villeroy & Boch and Oneida.

The new names – which between them offer contemporary china, glassware and cutlery – have signed 10 year leases, and will occupy a total of 2,034sq ft in the 350,000sq ft centre, which is currently under construction.

Located adjacent to Wembley Stadium and Arena, the centre – called London Designer Outlet – is due to open in the Autumn. and already has over 50% occupancy on its 100 units, 85 of which have been designated for retail.

Like all retailers in the centre, the two new signings will be required to offer discounts between 30% and 70% off high street prices.

They will be located in a ‘homewares cluster’, expected to stretch to a further five retail units. Beyond the cluster, these brands join the four retail anchors – Marks & Spencer, GAP, Clarks and Nike – a host of fashion names such as LK Bennett, Superdry and Guess, and a variety of food and drink options.

In total the centre will deliver up to 85 units of retail, up to 15 restaurants and bars, and a nine-screen Cineworld cinema complex seating 1,800 people.

Phil Cottingham, head of retail at development company Quintain Estates and Development, said: “A sense of style extends beyond the wardrobe and the London Designer Outlet will cater for astute bargain hunters that take as much care accessorising their home as they do their outfit.”

Quintain is transforming 85 acres around Wembley Stadium to create a retail and leisure destination. The opening of the London Designer Outlet will mark the completion of the first phase of the development, comprising 1.8msq ft.

Quintain says it will be the only designer retail outlet centre within the M25, 21 minutes from the West End, 15 minutes from London Marylebone by train, and 1 km from the north circular (A406).

Some 10.4m people live within a 60-minute drive of the centre, Quintain says, while 782,000 people are within 20 minutes. For 5.8m people, the centre will be their nearest outlet centre – the largest catchment density for any UK outlet. When complete, it is estimated that Wembley will receive approximately 12m total visits a year.

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