Nike Expands Store at LONDON DESIGNER OUTLET By 68%

The brand will take possession of a new unit, increasing its store size by 68% from 855 sq m to 1,440 sq m. Featuring the recently-launched Nike Unite concept – which helps locals connect more closely with sport – the newly-upsized store will boost Wembley Park’s reputation for sports and leisure. Customers are welcomed by an in-store community wall highlighting the store team and local partnerships, with design elements incorporating local landmarks and hometown heroes – encouraging shoppers to take pride in their roots. 

The expansion comes just months after adidas expanded its store at the outlet, increasing its footprint by 63%. Last year, global fashion brands Tommy Hilfiger and Calvin Klein also announced substantial expansions, with the former having also trebled its footprint from 232 sq m to 725 sq m last week and the latter having expanded by 50% in January, from 251 sq m to 381 sq m.  

While Nike’s expansion works are underway, the brand will continue to occupy a pop-up space in the upper mall – taking approximately 929 sq m – before the new, permanent store launches to the public in Q2 2022.  

London Designer Outlet, managed by Realm, features 24,619 sq m of retail and leisure space, including 70 outlet stores, offering guests year-round discounts of up to 70%. Other brands include PUMA, Converse, Champion, New Balance, Vans, The North Face, and ASICS.

Matt Slade, Retail Director at Quintain, said: “Further to decisions by Nike, adidas and Tommy Hilfiger to upsize, we are proud and fortunate to offer such a strong mix of premium, lifestyle, sports, high street fashion, homeware and F&B brands that enable our guests to enjoy a wonderful day-out, shopping their favorite brands, enjoying a meal at our many restaurants or having a coffee or a drink in one of our cafés and bars.”