The authentic American denim clothing of Lee Wrangler is to be available in a UK outlet centre for the first time when the iconic brand opens a new store at LDO in Wembley Park in time for Christmas.
VF Corporation, the parent company of Lee and Wrangler, has signed a lease on a 1,900 sq ft store at LDO, London’s only fashion & lifestyle outlet centre.
London Designer Outlet (LDO) was ranked 5th best performing outlet in Europe and the 2nd best in the UK in 2015. Its 265,000 sq ft of retail and leisure space includes 70 outlet stores, restaurants and bars, a nine-screen Cineworld and a large children’s play park. LDO has a proven track record, and has consistently out-performed industry average footfall and trading figures since it opened in 2013.
Susanne Morris, Leasing Manager for LDO, said: “LDO is one of a small number of ‘new wave’ outlet centres that blend retail, f&b, leisure and residential within an urban setting. Add to that, excellent transport links, nearby offices filled with workers and world class local attractions, and the commercial appeal and advantages for international brands such as Lee Wrangler become clear.”
LDO offers a range of aspirational and desirable brands at up to 70 per cent off RRP throughout the year. Existing premium fashion, sports/urban and lifestyle names include Gap, Jack Wills, Nike, Guess, Next, Levi’s, Kurt Geiger, Superdry, H&M, M&S and Hamleys.
VF Corporation will offer its full range of Lee and Wrangler jeans, shirts and jackets renowned for being durable, authentic and stylish. Damien Ladwa, Country Manager for UK & Eire at VF Corporation, said: “With excellent footfall, and the right customer profile for our brands, LDO is the perfect place to open our first UK outlet store. Because of the large student population nearby and people visiting the neighbouring SSE Arena and Wembley Stadium on event days, we’re sure we’ll trade really well.”
Almost twice as many people visit LDO each year than go to Wembley Stadium connected by EE and The SSE Arena, Wembley, combined. In the two calendar years since opening, LDO has increased footfall by almost one million extra guests each year. This year, annual footfall is projected at 7.0 million, of which 51% are ABC1 and 84% are under 50 years old.
LDO is owned by Quintain, as part of its Wembley Park mixed use development, and is managed by Realm, the UK’s largest specialist outlet operator.