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Daniel Tomkinson. Credit: London Designer Outlet

London Designer Outlet appoints Daniel Tomkinson as New General Manager

London Designer Outlet (LDO) in Wembley Park has welcomed the appointment of Daniel Tomkinson, the former Chief Executive of the Covent Garden Market Authority (CGMA), as its new General Manager.

Tomkinson will take on his new role from December, as existing General Manager Sue Shepherd leaves the business after eight years–having been General Manager since LDO opened.

At his previous role at CGMA, Tomkinson led the strategic direction of the London horticultural market, driving through a £300 million redevelopment. He has almost a decade’s worth of experience at Savills, where he was Center Director for the 850,000 sq m Eden Shopping Center in High Wycombe.

Daniel Tomkinson, General Manager for London Designer Outlet, said: “Having looked after one iconic and historic London landmark, New Covent Garden Market, it is hugely exciting to be a part of the journey of another, Wembley Park, as it develops as one of the capital’s shopping, dining and living hotspots.”

Dan Mason, Managing Director at Realm, said: “Daniel will be an outstanding General Manager for London Designer Outlet, as a strategic leader in retail and because he understands–and shares–Quintain’s vision for Wembley Park.”

London Designer Outlet has some 24,619 sq m of retail and leisure space, including 70 outlet stores, restaurants and coffee shops, and a nine-screen Cineworld. Credit: London Designer Outlet

Matt Slade, Retail Director at Quintain, said: “Daniel’s experience in iconic destinations as well as his passion for our vision of creating a 15-Minute Neighborhood with brilliant retail amenities makes him the perfect fit for London Designer Outlet. Daniel’s leadership of London Designer Outlet is set to continue to ensure the scheme maintains and builds on its excellent track record.”   

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 5,667 sq m in the outlet. 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. F&B makes up more than a quarter of total sales.


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