The global sports brand is set to greatly expand its store in London Designer Outlet, adopting is new design format which will be a first for UK outlets.
Adidas, which has been at London Designer Outlet since it first opened in 2013, will bring a more experiential offer to its enlarged store with its new retail format. It will focus on selling sports performance apparel and footwear, and feature high res interactive displays and active participation spaces, which will be in keeping with the urban outlet centre’s emphasis on high quality fit-outs and visually apparelling displays. The brand will increase its floor space by 63 per cent to 10,500sq ft.
The decision by Adidas to expand in London Designer Outlet, which is managed by the UK’s specialist outlet operator Realm, comes amid the continued resilience of the outlet sector. Over the course of the pandemic outside periods of lockdowns, outlets have continued to perform well as people favour value-for-money, local destinations and well-managed, socially distanced locations.
Sue Shepherd, Realm’s General Manager for London Designer Outlet, commented: “It is always encouraging when retailers like Adidas upsize since it highlights how much our guests enjoy these brands and emphasises that they have been trading well.”
