Key Points
- London Designer Outlet (LDO), adjacent to Wembley Stadium in west London, describes its prime location as a “superpower” driving exceptional footfall and sales.
- Overall 2025 sales rose by 9% and footfall by 15% compared to 2024.
- Black Friday weekend saw footfall surge by 19% and sales by 6.8%, boosted by an England Women’s international football match against China.
- Summer events from June to September, including concerts by Dua Lipa, Oasis, and Coldplay, attracted over 800,000 visitors to Wembley, enhancing LDO’s performance.
- LDO completed 47,833 sq ft of leasing transactions in the past 12 months, including nine new lettings and relocations totalling 16,500 sq ft.
- New retailers include Gap (returning to the UK outlet market), Crocs, Columbia, and New Era, expanding the fashion offer.
- Matt Slade, retail director for operator Quintain, highlighted the location’s draw for diverse shoppers seeking premium brands at discounts and noted LDO as the top-performing site for many retailers in their UK and European portfolios.
- 2025 figures outperformed 2024, despite Taylor Swift’s eight sell-out Eras Tour nights at Wembley that year.
What Makes LDO’s Wembley Location a “Superpower”?
LDO’s proximity to brent/wembley/">Wembley Stadium stands out as its defining advantage, often dubbed a “superpower” by its leadership. This strategic spot in west London captures crowds from stadium events, transforming passing visitors into shoppers hunting premium discounts.
As reported in the original coverage by FashionNetwork UK, LDO has a “superpower”. Namely, its location, adjacent to west London’s Wembley stadium, and the attraction of the centre’s growing roster of leading retail names.
The outlet leverages this by evolving its tenant mix to suit a diverse demographic drawn by sports and concerts. Matt Slade, retail director for operator Quintain, elaborated on this edge.
As stated by Matt Slade, retail director for operator Quintain, in FashionNetwork UK:
“Our location at the heart of Wembley Park is our superpower as it allows us to draw in a diverse array of shoppers eager to access premium brands at discount prices.”
This location not only boosts everyday traffic but amplifies peaks around high-profile happenings, setting LDO apart from standalone retail parks.
How Did Black Friday Performance Boost LDO’s 2025 Results?
Black Friday emerged as a highlight, with footfall climbing 19% and sales rising 6.8% over the same weekend in 2024. This uptick came despite stiff competition from other shopping events.
Crucially, an England Women’s international football fixture against China at Wembley provided extra draw. As noted in FashionNetwork UK coverage: Over the Black Friday weekend alone, footfall and sales also grew by 19% and 6.8%, respectively, supported by the England Women’s international football fixture with China,
“highlighting the importance of LDO’s location and unique audience compared to other retail destinations”.
These figures reflect LDO’s ability to capitalise on hybrid shopper profiles—event-goers blending leisure with bargain hunting. The weekend’s success reinforced the venue’s resilience amid economic pressures on retail.
Which Summer Events Drove Over 800,000 Visitors to LDO?
LDO’s 2025 events calendar from June to September proved transformative, featuring blockbuster acts that funnelled massive crowds. Concerts by Dua Lipa, Oasis, and Coldplay alone lured over 800,000 attendees to Wembley.
FashionNetwork UK detailed: And that bettered 2024 (even when Wembley hosted Taylor Swift’s eight sell-out nights for her Eras Tour) as 2025’s events calendar between June and September included Dua Lipa, Oasis, and Coldplay, “attracting over 800,000 visitors to the London Designer Outlet”.
This influx directly lifted overall footfall by 15% for the year. Even against 2024’s Taylor Swift frenzy—eight sold-out Eras Tour nights—2025’s lineup delivered superior retail spill-over, proving LDO’s event synergy.
Operators note these periods turn Wembley Park into a retail magnet, with fans extending stays for outlet deals post-concert.
What Were LDO’s Overall Sales and Footfall Gains in 2025?
Year-round metrics paint a picture of sustained momentum. Sales increased by 9% and footfall by 15% compared to 2024, per LDO announcements.
As per FashionNetwork UK: The result is an impressive range of footfall figures, especially for Black Friday and across a host of summer of events, that saw 2025 sales and footfall rising by 9% and 15%, respectively, compared to 2024.
These gains stem from location leverage plus strategic enhancements. Slade emphasised the broader impact.
Continuing from Matt Slade of Quintain in FashionNetwork UK:
“At the beginning of the year, we saw unprecedented interest from brands thanks to the action-packed Wembley events calendar, and these stats highlight the impact events have on the performance of our retailers. This strong footfall means for many of our retailers, we are the best performing location among their UK and European portfolios.”
Such performance positions LDO as a benchmark for outlet centres.
Which New Brands Joined LDO and What Leasing Deals Were Secured?
LDO aggressively refreshed its lineup, completing 47,833 sq ft of leasing over 12 months, including nine new lettings and relocations totalling 16,500 sq ft.
Key arrivals bolstered fashion credentials. FashionNetwork UK reported: Alongside an expanded events calendar, LDO said it “continued to evolve its occupier line-up to reflect its unique shopper demographic” with the retail destination announcing 47,833 sq ft of leasing transactions, including nine new lettings and relocations totalling 16,500 sq ft over the past 12 months.
This included Gap selecting LDO as part of its return to the UK outlet market, plus Crocs, Columbia, and New Era also opening new stores, “helping to expand the designer outlet’s fashion offer”.
Gap’s comeback marks a coup, while Crocs, Columbia, and New Era cater to casual, outdoor, and streetwear tastes. These moves align with Wembley Park’s youthful, global crowd.
Why Did Brands Show “Unprecedented Interest” in LDO Early in 2025?
Brand enthusiasm spiked at year’s start, fuelled by the packed Wembley calendar. Quintain’s Slade credited this for leasing wins.
As per Matt Slade in FashionNetwork UK:
“At the beginning of the year, we saw unprecedented interest from brands thanks to the action-packed Wembley events calendar”.
This interest translated to LDO becoming a portfolio standout. Slade added:
“This strong footfall means for many of our retailers, we are the best performing location among their UK and European portfolios.”
Early buzz from anticipated events like Oasis’s reunion and Coldplay’s shows created a virtuous cycle, drawing tenants confident in traffic guarantees.
How Does LDO Compare to Other Retail Destinations?
LDO’s “unique audience” sets it apart, per its reports. Unlike isolated outlets, its stadium tie-in yields event-amplified visits.
FashionNetwork UK highlighted:
“highlighting the importance of LDO’s location and unique audience compared to other retail destinations”.
Even Taylor Swift’s 2024 dominance was eclipsed, underscoring adaptability. Slade’s comments affirm: for many retailers, LDO tops UK/Europe charts.
This edge stems from Wembley Park’s ecosystem—stadium, arena, outlets—fostering impulse buys from 800,000+ summer visitors.
What Lies Ahead for LDO’s Growth and Events Strategy?
While specifics on 2026 remain unannounced, LDO’s trajectory suggests continued evolution. Its tenant refresh and event reliance point to sustained double-digit gains.
The outlet’s focus on demographic-matched brands promises deeper fashion penetration. Wembley’s stature ensures a steady event pipeline, from football to music.
Stakeholders view LDO as a model for hybrid retail-entertainment venues. As Slade noted, the “superpower” location will keep drawing diverse crowds, solidifying its lead.
