adidas, which has been at London Designer Outlet (LDO) since it first opened in 2013, will bring a more experiential offer to its enlarged store with its new retail format. It will focus on selling sports performance apparel and footwear, and feature high 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.
adidas, which is the largest sportswear manufacturer in Europe, is one of the longest-serving brands in London Designer Outlet, the capital’s leading fashion and lifestyle outlet centre, and will increase its floor space by 63% to 10,550 sq ft.
The decision by adidas to expand in London Designer Outlet, which is managed by the UK’s specialist outlet operator Realm, 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. As part of the work, the Marks & Spencer Outlet store will be reconfigured and rightsized.