Athleisure helps LDO deliver strong Black Friday sales
today Dec 9, 2019
The London Designer Outlet has announced a 7% uplift in sales during the Black Friday weekend, with like-for-like sales rising 6.8% year-on-year.
The London outlet centre, located in Wembley Park, has a strong line-up of premium fashion and leisure brands including Kurt Geiger, Bjorn Borg, Guess and Fiorelli.
But it was its athleisure offer that helped it deliver strong results during one of the most important shopping events of the year, with both sports and footwear sales exceeding targets for the weekend.
The shopping destination has grown consistently since it opened in October 2013, in fact this was its 23rd consecutive quarter of increased revenue.
How has it managed to stay out of trouble at a time when so many physical retailers are struggling? For starters, its offer of aspirational brands at up to 70% off RRP attracts both national and international shoppers. And the line-up of brands, which includes Puma, Adidas, Converse and Champion, speaks particularly to the younger demographic; in fact the average visitor age is just 34 - the youngest of any UK outlet.
The centre has also become a must-visit attraction for many tourists. Tax Free transactions were up by 16% across September, October and November, and currently account for 8.2% of all retail sales at the centre.
Sue Shepherd, general manager of London Designer Outlet, said: “Outlet shopping continues to emerge as the strongest part of the retail sector, prospering in contrast to other areas.
“Our growth of total and like-for-like sales show the progress made in the six years since we opened and our consistent trading track record. The results show that our guests, whether they travel from near or from far, enjoy the experience we provide and the combination of retail, restaurants, coffee shops plus a nine-screen Cineworld.”
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