Comment: How a successful store refit and relocation strategy can take a brand to new heights

By Nicky Lovell, head of outlets and business development at Global Mutual

The outlet sector in the UK is enjoying a strong upward trajectory. With aspirational brands seeing the value in outlet centres, the market is set to thrive in 2025 and the years ahead. And whilst the arrival of new premium brands is undeniably a coup for outlet centres, it’s key not to forget how store refits and relocates can be a transformative investment.

When delivered effectively, store refits and relocates have the power to revolutionise a brand’s performance at an outlet centre. Why? The answer is clear: adaptability sits at the heart of any retail strategy and is exactly what refits and relocates embrace. By flexing to consumer behaviours, revised stores allow for reconfigured layouts, new design trends and future-facing features. As brands evolve, they can ensure their stores reflect their very latest products and brand aesthetics. This adaptability allows stores to keep the shopping experience fresh and engaging for customers, driving positive brand awareness and ultimately sales.

^{Dalton Park Outlet in the North East, an asset under Global Mutual’s management}

In the face of a changing retail landscape, refits and relocates at outlet centres also allow for brands to incorporate new retail technologies. As retail evolves, spaces may need to accommodate experiential zones, self-checkout areas, digital displays, or in-store tech integrations that require structural or layout changes. Furthermore, refits provide an opportunity to introduce energy-efficient lighting and sustainable materials, aligning with ESG goals.

Relocates and refits also lend themselves to improved operational efficiency, with modernised spaces improving staff workflow, stock management and overall store performance. This, in turn, maximises revenue potential. This has been evidenced at Affinity Staffordshire, where menswear brand Terraces relocated from a 1,500 sq ft unit to a 6,700 sq ft unit in March 2024. With a new look and feel, and a more streamlined customer experience, the brand saw a 40% increase in turnover in its first year of trading at the new location and is expecting a 20% increase in turnover in its second year– a remarkable achievement made possible by an exciting refit and relocation.

The success of Terraces is one that is replicated across Global Mutual schemes. Premium global cookware brand, Le Creuset, relocated to a new, larger store at Livingston Designer Outlet in November 2024 and has since seen knockout sales results. The new fitout design, based on its flagship store in Barcelona, led to immediate success, with a +48% uplift in sales YOY across November and December 2024.

^{Livingston Designer Outlet}

Whilst figures like these showcase the fantastic impact on the bottom line, at Global Mutual we also look beyond the numbers to invest in purposeful relationships. By building strong connections with brands, outlet centres can work in partnership to drive the best results for both the centres and the brands. This partnership-based approach is evidenced by the way brands often start at one of our schemes; a strong working relationship is built, followed by expansion across others – for example, Castore is now trading at Affinity Lancashire, Affinity Staffordshire, Affinity Sterling Mills, Junction 32, Livingston Designer Outlet and Dalton Park.

With this in mind, the renewal of a lease, which often comes hand-in-hand with a store refit or relocate, is indicative of a renewed confidence in the scheme from the brand’s perspective. By investing further into their stores with either refits or relocates, brands are making a clear statement: we’re here to stay and we’re here to thrive.

So, whilst the retail sector continues to evolve, one thing remains clear: by building strong relationships with brands and supporting them as they invest in newly refitted stores, outlet centres can not only supercharge sales and footfall, but create a new and improved customer experience that will keep shoppers coming back for more.