New 52 acre Midlands outlet & leisure destination announced

Over 90 outlet stores, family-friendly leisure and fine foods are all part of the plans for Lion Farm, destined to be the UK’s 9^th largest outlet centre by comparison goods spend potential, located just off J2 of the M5 serving a catchment that covers the West Midlands and beyond.  With 5.3m people less than an hour away by car, well served by public transport using train or bus and with user-friendly access for local residents via a comprehensive network of footpaths and cycleways, Lion Farm is truly accessible to all.

Different by design, Lion Farm will offer a whole-day-out destination for visitors of all ages with a fully-integrated shopping and leisure experience that is welcoming, memorable and fun. Intelligent design, reflecting the latest thinking and trends in outlet shopping, has not only focused on the needs of shoppers and visitors but also on the needs of retailers, leisure operators and the local community.  Built on a 52 acre site that provides 2.25 million square feet of usable space Lion Farm has been planned with sustainability in mind during the planning process, construction phase and for its future use by shoppers and visitors.

With plans for over 90 outlet stores offering big brands at outlet prices, shoppers will love to bag a bargain at Lion Farm, while enjoying the design of both the stores and the public spaces.  The shopping offer will be a broad mix of outlet brands selling fashion, footwear, athleisure, health & beauty, homewares, jewellery and technology in an open-air environment which nevertheless provides plentiful covered space. 

The 155,000 sq ft integrated leisure offer is designed for the whole family and includes a multiplex cinema, 20-lane bowling alley and an interactive, immersive, multi-activity entertainment centre for individuals, families and groups of all ages.  The multi-activity centre will offer experiences such as soft play, clip-and-climb, para-drop, aerial adventure, laser quest, escape adventure, Sega Interactive zone, and adventure golf. 

The on-site Tourist Information Centre will put the heartland of the Industrial Revolution and attractions such as the Black Country Living Museum firmly on the map and will introduce visitors to the array of attractions the area has to offer. The Community Hub, at the centre of the scheme, will enable and encourage the local community to engage with the scheme through both training initiatives and educational courses.

This development intends to deliver a BREEAM-accredited scheme with sustainability at its core and is on track to submit the initial planning application in Autumn 2019.