Upsized stores drive footfall and sales growth at Frasers Plus Designer Outlet East Midlands
Frasers Plus Designer Outlet East Midlands has recorded an increase in sales and footfall following a number of upsizes from its existing tenants.
Recent upsizes from Barbour, Le Creuset, and Levi’s have enabled the brands to increase their product ranges, introduce greater choice, and update their store environments. Each has subsequently recorded double-digit sales growth, with increases of up to 42%, alongside store footfall growth of up to 28%.
Barbour expanded its footprint by 51% to 3,101 sq ft in March 2026 and subsequently recorded a 23% increase in sales. The expanded store features a more spacious environment that has allowed the brand to broaden its offer.
Le Creuset has more than doubled its store footprint, increasing it by 149% and relocating to a new 1,596 sq ft store in October 2025. The brand went on to achieve a 15% rise in sales and an 18% increase in footfall year-on-year.
Meanwhile, Levi’s expanded its store by 68% in July 2025, increasing its footprint to 3,485 sq ft. The brand then recorded a 42% increase in sales and a 28% rise in store footfall year-on-year.
These results also follow a wider programme of store enhancements across the destination, including a 76% expansion by Skechers in December 2025 – which has seen a sales increase of 15% – and a full refit by Kurt Geiger in March 2026.
Paul Sutton, Centre Manager at Frasers Plus Designer Outlet East Midlands, said: “These results demonstrate the strength of the centre’s trading performance, and the positive impact that larger, better-designed store formats can have on both sales and footfall.
Across the destination, we’re seeing customers respond well to broader product ranges, improved layouts and more engaging retail environments. The performance of Barbour, Le Creuset and Levi’s shows how a stronger in-store experience can translate into sustained commercial growth across the destination.”