Q&A: Getting the balance right at Dockside Chatham
How can shopping destinations provide the right balance of retail, leisure, and everyday convenience? At Dockside at Chatham Maritime, this task has seen the scheme change its approach to adapt to a constantly changing commercial environment.
The centre – located in Medway, Kent – comprises restaurants, cafés, bars, a range of high street brands and leisure attractions, as well as everyday conveniences and services such as a nursery and dentist.
Brands located at Dockside include M&S, The Range, Clarks, ProCook, Moss, Choice, Mountain Warehouse, McDonald’s, Zizzi, Wagamama, and Loungers. The development is also home to a nine-screen cinema, Ninja Warrior, and PureGym.
Situated within a 300-acre waterfront regeneration zone, the wider Chatham Maritime features historic dockyards, an independent distillery, and a marina. It is also located in close proximity to a large residential development on the nearby St Mary’s Island.
Dockside has recently shifted its strategy, pivoting from an outlet-led focus to a more traditional, full-price retail and leisure offering.
Completely Retail News spoke with Anthony Sutton, centre manager at Dockside at Chatham Maritime, about what’s changed and why, and the future of the shopping destination.
How has the tenant mix at Dockside changed in recent years?
“Dockside’s tenant mix has evolved significantly as we’ve moved away from our traditional outlet roots towards a wider full price offer with brilliant brands, great experiences and everyday convenience. This shift is a direct response to the changing needs and expectations of Chatham Maritime’s growing catchment area and it’s a great example of how shopping centres can and should evolve to offer a more convenient and service-led provision.
“In addition to popular brands such as The Range, Clarks, and M&S, Dockside also provides an Ofsted Outstanding nursery, flexible office space, and an award-winning dentist, alongside a range of family-friendly restaurants including Wagamama and Zizzi. With several high-profile openings planned for this summer, including McDonald’s set to open in August, we’re confident that these additions will further enhance Dockside’s position as a key retail destination that caters to every aspect of our visitors’ lifestyles.”
Why switch from an outlet shopping focus to a more traditional retail and leisure offering?
“Due to our locality and large residential population on our doorstep, we found that focusing solely on outlet meant we were missing the mark with the kind of goods and services our customers needed and lacked within walking distance. Similarly, we knew the occupier demand was there to reach the Medway region. Strategically repositioning Dockside as a full price offer has enabled us to include more specialist full price retailers as wells as leisure and service operators, and to diversify our offer and better reflect the everyday needs of our evolving local demographic.
“Dockside sits at the heart of Chatham Maritime and we are uniquely positioned to serve an immediate population of 4.6 million, with over 5,000 new homes being delivered in the adjacent St Mary’s Island residential community. Additionally, Medway itself is home to 14,000 businesses including the Ministry of Defence, as well as a student population of more than 12,000 across four higher education institutions based on the Medway Campus, including University of Greenwich, University of Kent, Canterbury Christ Church University and Mid Kent college.
“With excellent connectivity – just 46 minutes by train from Central London, a 30-minute drive from Bexleyheath or Maidstone, and 45 minutes from Canterbury or Ashford – we’re well placed as the destination of choice for both locals and visitors alike.”
Included in the offer at Dockside is a nine-screen Odeon cinema
What changes have you seen as the tenant mix has evolved?
“We’ve seen a clear and positive shift in how customers are engaging with Dockside. We’re attracting new visitors who may not have previously seen us as a destination that met all their needs, while also encouraging existing customers to return more frequently. Each new opening, including café-bar Sotto Lounge’s arrival this May, has helped broaden our appeal and reshape perceptions of what Dockside provides for Medway and beyond.
“Welcoming more high-profile brands has translated into longer visits and increased dwell time, with customers now spending more time enjoying what the area has to offer. This is a strong indicator that Dockside’s shift from outlet to full price destination is resonating with the growing catchment, and that we’re better aligned with modern consumer habits.”
What are retail operators expecting from spaces like Dockside?
“Today, retail operators are seeking spaces that combine strong footfall, a supportive brand mix, and a meaningful connection to the local community.
“Beyond footfall and visibility, brands are looking for locations where they can build lasting relationships with customers. Our focus on providing a community-focused retail offer, alongside leisure, dining, and essential services, means retailers can become part of our lifestyle destination that offers everyday convenience to the immediate growing population of residents, businesses, students, visitors, and tourists.”
How do the surrounding housing and commercial developments interact with the offer at Dockside?
“The surrounding developments, both residential and commercial, have evolved in tandem, creating a vibrant and interconnected place to live, work, and play. This unified growth has shaped Dockside into more than just a retail provision; it’s a key part of the wider community offer with its brilliant brands, great experiences and everyday convenience.
“Chatham as a town is undergoing a creative and cultural renaissance. The recently launched Chatham Creative Quarters strategy, developed by Medway Council, Arts Council England, and Creative Estuary, puts culture and placemaking at the heart of the town’s transformation. It unites four interconnected districts, including the Historic Dockyard and the emerging Maritime Quarter.”
Dockside at Chatham Maritime with St Mary’s Island in the background
What’s in store for Dockside in the near future?
“There’s a real sense of momentum at Dockside right now that’s only set to continue. Our focus remains on strengthening our unique blend of essential services, everyday retail, and leisure experiences, creating a thriving hub that people from the Medway region and beyond can rely on. We’re actively working to bring in new, high-quality brands that complement and enhance the existing offer. As mentioned, we’re excited to be welcoming McDonald’s this August, which will further elevate the dining scene and give customers even more reason to dwell and enjoy time here.
“Looking ahead our aim is to continue to support the strategic shift away from our outlet roots into a vibrant destination that serves its growing catchment of Chatham Maritime and supports all aspects of community life.”
Anthony Sutton, centre manager at Dockside at Chatham Maritime
KLM Real Estate and JP Retail advise WDC Limited, which owns Chatham Maritime.