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The 25,084 sq m development will feature up to 90 stores, restaurants, and coffee shops in Phase One, with up to 50 more stores proposed for Phase Two. Credit: Rioja Estates

Grantham Designer Outlet welcomes Armani, Hugo Boss, and new online sales platform

The Designer Outlet Village announces additional brands and the new online sales platform Wishibam, a UK-first for outlet retail destinations.

The fashion brands Armani, Hugo Boss, and Moss Bros have all agreed to take space in the retail destination in the East Midlands (England), alongside household F&B names including Starbucks and Five Guys. Besides selected fashion brands, the outlet will also offer restaurants and coffee shops, and events spaces. 

The project was developed by Rioja Estates as their 6th outlet development and is scheduled to open in 2023. Its catchment includes residents, students, workers and tourists in towns and cities across the region, including Cambridge, Nottingham, Leicester, Peterborough and Lincoln.

Tim Morris, Moss Bros, said: “The story of retail during the pandemic has been the story of the success and continued rise of not only online shopping but also that of designer outlets.”

The outlet’s partnership with Wishibam, a Paris-based tech start-up, will provide an omnichannel retail store management system offering ship-from-store and click-and-collect services. The technology provides live updates to shoppers on what is available in participating stores and helping to drive footfall and increase sales.

Giles Membrey, Managing Director of Rioja Estates, said: “Our partnership with Wishibam, which will extend the shopping experience to our customers’ living rooms, and our focus on our environmental credentials, the Grantham Designer Outlet Village will be at the forefront of the trends shaping retail.”

Environmental sustainability is at the core of the Grantham Designer Outlet Village’s plans, from the use of environmentally conscious materials, to multiple electric car charging points. The prestigious BREEAM “Very Good” accreditation has already been awarded.