London Designer Outlet sales and footfall recover, names new GM

By

Nigel TAYLOR

Published
Dec 6, 2021

Thriving London Designer Outlet (LDO) in Wembley Park is securely on the recovery trail as the 265,000 sq ft centre “sees sales approach pre-pandemic levels, having taken on a raft of new brands over the course of the past two years, elevating its premium fashion offer”.

In the 18 months since the start of the pandemic, 10 brands including Tommy Hilfiger, Calvin Klein, Lyle and Scott, and adidas signed leases covering some 61,000 sq ft in LDO, “reflecting the attractiveness of the centre”. 

It also said its ‘Golden Quarter’ trading period has started with like-for-like sales at 90% of 2019 levels, and +36.3% on 2020. 

“Growth continues to be driven by large increases in guest spend and average transaction values, +6% and +18% on 2019 respectively since the start of October”, it added.

And the centre also has a new general manager. Daniel Tomkinson, the former chief executive of the Covent Garden Market Authority (CGMA), joins this month.

He replaces Sue Shepherd who has been LDO general manager since the capital’s first designer outlet debuted eight years ago. She’s leaving to set up an executive coaching business supporting senior leaders.

At his previous role at CGMA, Tomkinson led the strategic direction of the key London horticultural market, driving through a £300 million redevelopment. The industry veteran also has almost a decade’s worth of experience at Savills, where he was centre director for the 850,000 sq ft Eden Shopping Centre in High Wycombe.

Tomkinson said: “It is hugely exciting to be a part of…Wembley Park as it develops as one of the capital’s shopping, dining and living hotspots. Having welcomed a suite of new brands with more on the way and trading at an impressive level, London Designer Outlet is building on its credentials as the capital’s leading fashion and lifestyle outlet centre and one of the most successful in the UK.”