Outlet centre operator Realm sees festive sales rise 11% across portfolio

New figures from Realm, which manages outlet centres including London Designer Outlets, and Livingston Designer Outlet, have shown that outlet shopping remained a compelling proposition for consumers in the crucial festive period.


Photo: London Designer Outlet

Total sales increased by 11.3% across the company’s managed assets in the last two weeks of December, while average spend values rose by 6.2%. This was on the back of strong 2016 results, which benefited from two bank holidays due to Christmas Day being on a Sunday.

Realm’s outlet centres house top fashion and sportswear brands such as Adidas, Kurt Geiger, Guess, Levi’s, Superdry, Asics and Gap. In total, the company manages seven outlet centres, including Resorts World in Birmingham, Princes Quay in Hull, Lakeside Village in Docaster and Dalton Park in Durham.

Managing director Colin Brooks commented: “Outlet shopping remains an attractive and relevant proposition to both consumers and retail brands, with many of our occupiers continuing to invest more into their outlet shopfits, making them consistent with their full-price operations.

“With constantly varying merchandise, outlets appeal to modern, price-conscious consumers who like to visit stores with a more open mind and sense of discovery. This less functional perspective of our shoppers provides some immunity to online sales and provides hard evidence that the physical store is far from dead, and we expect this broad appeal of outlets to continue to develop.”

Realm invested £20m to transform Princes Quay in Hull into the UK’s first full-price/outlet hybrid scheme last year. The retail destination relaunched in July with a new outlet level and space for 24 new retailers.

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