Tommy Hilfiger to radically upsize at London Designer Outlet
As the outlets channel continues to ride the recovery wave more strongly than many other physical stores, Wembley’s London Designer Outlet said on Wednesday that Tommy Hilfiger is set to “significantly upsize in the centre following the success of its pop-up store in LDO one year after it opened its doors”.
LDO has been very successful in attracting new brands when it’s been allowed to open in the past 18 months and the Hilfiger pop-up opened in August last year. It came as other labels, including Radley, Lyle & Scott, NICCE and Police, also debuted there.
LDO said the soon-to-be upsized Hilfiger location is “a reflection of how the brand’s store in the capital’s leading fashion and lifestyle outlet centre has exceeded performance expectations”.
The current store covers 2,500 sq ft and this will be replaced by a 7,800 sq ft location that will stock the Tommy Hilfiger womenswear, menswear, accessories and footwear collections, as well as housing a dedicated kidswear area.
The new location “fuses the brand’s heritage with clean, modern finishes and a bright, airy aesthetic. Additional design elements include digital screens and premium fixture elements to support the elevated product offering”.
The centre is managed by UK specialist outlet operator Realm and leasing director Christine Grace said: “Given that shops in London Designer Outlet feature high quality fit-outs, visually appealing displays and a mystery shop programme to ensure a consistently excellent guest experience, Tommy Hilfiger’s newly upsized store will fit right in. Having performed so well over the past year, this decision is a clear indication of how compelling the business case is for destinations like London Designer Outlet.”
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