Puma signs for its first outlet in the capital at London Designer Outlet

The new name will enhance the appeal of the 265,000 sq ft Wembley Park scheme adding to the spread of international brands. Its premium fashion, athleisure, gifts and lifestyle names include Superdry, Guess, Gap, Lee Wrangler, Lindt, Sony Centre, Kurt Geiger, Chapelle Jewellery, Clarks, M&S and Beauty Outlet.

The 2,365 sq ft PUMA store is the company’s first outlet shop in London and will offer its wide range of trainers, sneakers, clothing and accessories. 

Fouad Gross, General Manager of PUMA Retail Europe, said: “Wembley is known world-wide for sports & leisure and is an appealing London destination. As a global sports & lifestyle brand, PUMA is delighted to be opening a store in the London Designer Outlet in Wembley Park.”

London Designer Outlet is already host to several major athleisure brands such as Adidas, Converse, Bjorn Borg, Champion, The North Face, Asics, Skechers, Nike and New Balance.

The presence of another global brand will appeal to the many tourists to London Designer Outlet, as well as local residents and workers, and event goers. This summer, tax-free sales grew by +16.3 per cent year-on-year, emphasising how tourists are seeing the Wembley Park centre as an important part of their trips to London. Of the many international visitors from outside the EU, 30 per cent were Chinese including from Hong Kong and Taiwan.

Sue Shepherd, Realm’s General Manager for London Designer Outlet, said: “PUMA will be a great addition to our athleisure choices. We’re proud of the calibre of brands that we continue to attract and, as we pass our sixth anniversary, we can build further on our consistent trading track record and impressive tenant mix.”

London Designer Outlet is benefiting from local offices filled with workers, world-class local attractions and thousands of residents as new homes are built. Its aspirational and desirable brands are offered at up to 70 per cent off RRP throughout the year, and at up to 80 per cent off during seasonal sale periods such as Black Friday.

To help both tourists and domestic guests, London Designer Outlet is still the only UK shopping centre to offer Dropit, the app-based, store-to-door delivery service. All purchases bought at any of the 50 stores can be gathered together and swiftly delivered to customers’ homes, hotels or workplaces at a time and date of their choosing, with same-day deliveries available within the M25.

London Designer Outlet is managed by Realm, the UK’s specialist outlet operator, and is part of Wembley Park, the £3bn transformation by Quintain surrounding the world-famous National Stadium.

Projected to attract over 20 million visitors a year, Wembley Park will benefit from £328m annual retail spend by 2020, putting it ahead of London districts such as Camden, Victoria and Ealing Broadway. Wembley Park has a growing community of renters in lifestyle-focussed apartments, under Quintain’s Tipi brand. The scheme is the largest build-to-rent single site development in the UK, with a full-time residential community of some 20,000 projected by 2027. Minutes from central London, it is easily reached by three Tube lines, two train lines, eight bus routes plus ample car parking at low cost.