Columbia leads pair of new signings at London Designer Outlet

Sportswear and outdoors retailer Columbia has signed for London Designer Outlet (LDO), as New Era also prepares to join the Wembley Park outlet scheme.

Columbia has signed a 10-year lease for a 2,210 sq ft unit, with the store set to open this autumn. The outlet will offer a range of activewear including jackets, hiking gear, and shoes for men, women, and children.

Meanwhile, New Era has also joined LDO’s line-up after signing a five-year lease for a 1,339 sq ft space. The US-based headwear and accessories retailer will bring a range of licensed merchandise products from leagues such as the MLB, NFL, and NBA.

Alongside these new signings, LDO has also signed new lease agreements with sportswear brands Asics and Champion. Both retailers have been relocated to new spaces, taking 1,818 sq ft and 1,640 sq ft respectively.

These new signings and renewals follow 11 new lettings and relocations at LDO during the past 12 months, totalling 15,759 sq ft. This included the arrival of Crocs, French Connection, and Rituals, as well as a first outlet store for MINISO.

Matt Slade, retail director at Quintain, said: “It is great to welcome Columbia and New Era to LDO as we continue to grow our offering. Global and British fashion, sports, lifestyle and homewares brands perform incredibly well here, consistently outperforming their regional counterparts, and this is evidenced by Asics and Champion both signing new deals. With recent ‘healthy lifestyles’ trend showing no signs of slowing down, we are confident Columbia and New Era, with their extensive ranges of fashion-forward activewear, will become firm favourites amongst our shoppers, particularly for our repeat visiting families customer group where sport and outdoors pursuits are a key focus.

“Columbia and New Era join a curated mix of premium and aspirational fashion and accessories labels, alongside contemporary and popular lifestyle brands, including Levi’s, Adidas, The North Face, New Balance and Nike Unite. Their arrival, and the renewals by Asics and Champion, forms part of our wider leasing strategy which sees us work with our brands to provide the right space in the best location so we can offer a broad appeal across demographics that sustains our consistently high footfall. This combined with our enviable location in the heart of one of London’s most desirable neighbourhoods, and some of the best sporting, cultural and music events all year round.”