London Designer Outlet is a rare example of a truly inner-city outlet destination. Located in Wembley, north-west London, adjacent to the iconic Wembley Stadium and the OVO Arena, it attracts London residents alongside football fans, concert-goers from across the UK and international tourists.
“2025 was the year when brands rediscovered the opportunities which outlet shopping brings,” says Matt Slade, Retail Director at Quintain Ltd., owner of the London Designer Outlet.
The Wembley-Effect
Slade points to a period of increased leasing activity at the outlet center, which attracts around seven million visitors each year. Its proximity to Wembley Stadium and the OVO Arena continues to play a key role in brand decision-making, with the return of US apparel brand Gap standing out among recent signings.
“Thanks to our unique location next to two of the UK’s largest sporting and entertainment venues, Gap selected LDO for its UK outlet market return, whilst Crocs, Columbia, and New Era have also signed,” notes Salde.
Events remain an important, if variable, driver of performance. “The action-packed summer events calendar at Wembley helped increase footfall and sales by 15% and 9% respectively over this period compared with 2024,” Slade explains. Concerts by Oasis, Coldplay and Dua Lipa attracted large audiences, many of whom visited the outlet before evening shows.
This effect continued later in the year. “The impact of Wembley also boosted our Black Friday performance as England women’s international fixture with China helped grow footfall and sales significantly,” Slade adds, highlighting how major sporting events can influence trading patterns beyond traditional retail peaks.
Changing Surrounding Catchment
Alongside new lettings, existing brands have opted to retain and invest in their stores. “We also agreed 34,723 sq ft of lease renewals with M&S, Boss, Kurt Geiger, Asics, ProCook, and Villeroy & Boch,” says Slade. He sees this as reflective of how occupiers are evaluating outlet formats in well-performing locations. “These new arrivals and recommitments highlight the continued confidence occupiers have in strong performing outlet spaces.”
The surrounding catchment is also evolving. “Wembley Park’s growing residential and student population allows us to benefit from a diverse international range of shoppers,” Slade notes. Recent lettings have increasingly reflected the needs of a more local customer base, alongside visitors drawn by events and tourism.
New Leisure Concept
Looking ahead, Slade points to continued pressure on household finances as a factor shaping consumer behavior. “Continued pressure on consumers’ disposable income has seen many turn to outlet shopping to make their finances go further,” he says. At the same time, there is increased interest in leisure-led concepts. “This financial anxiety has also led to more people seeking leisure and experience activities as an escape and we are certainly seeing more new entrants into this space.”
One such addition is the Mundo Pixar Exhibition, sceduled to open in Wembley Park in February. “This will further grow the strong family shopper audience at LDO,” Slade explains, with potential implications for future brand mix as the outlet responds to changing visitor profiles.
Taken together, Slade’s observations point to an outlet environment that is less about expansion and more about adaptation – responding to economic conditions, demographic change and the increasing overlap between retail and leisure.
