Page 29 - RLI April 2019

OUTLET PROFILE | GRANTHAM DESIGNER OUTLET VILLAGE

LUXURY THAT premium and luxury brands is set to open in two stages in Grantham
A new designer outlet village that will offer a wide selection of

in the next few years, after it was granted full planning permission.
IS AFFORDABLE Developments, which is responsible for the development of the project.
Here, we speak with Giles Membrey, Managing Director of Rioja

riven by leading designer outlet village Leasing on the project is progressing well, and meetings Grantham and the local area are currently under-served “As with all well performing outlet villages, the drivers
developers Rioja Developments and family- have already been held with many influential brands, all of for fashion and homeware brands. Membrey feels that are good brands at value prices, along with a pleasant
owned, local property investment business which have been positive and several premium brands have GDOV will rectify this and attract high end brands that environment in which to spend leisure time. The village
DBuckminster, Grantham Designer Outlet Village confirmed their interest verbally and in writing. The vast would have never previously dreamt of going into Grantham will be successful because it will provide the kind of brands
will be located close to the A1 on the southern edge of majority of the brands who have expressed strong interest high street or local shopping centres. Its development will that are desired by the region’s residents but haven’t been
Grantham in South Lincolnshire. are new to the region and, as leasing progresses, it is expected mean residents will no longer have to travel long distances available,” Membrey highlights.
“With Grantham Designer Outlet Village (GDOV), we’re that some will even be new to the country, bringing plenty of for a true premium outlet such as McArthurGlen in York or The £100M designer village will “We are creating an attractive
creating a state-of-the-art retail destination that will transform fresh, complementary retail opportunities to the area. Bicester Village in Oxfordshire. utilise social media in the build up to setting for people to spend
our visitors’ shopping and leisure experience. GDOV is a “Typically for a premium outlet village, the main focus is “This project is inspired by its surrounding countryside; opening as a vital part of its marketing
premium outlet village, set just south of Grantham, which affordable luxury and higher end fashion and homewares, our buildings are conceived as traditional village forms with campaigns to raise awareness of the their leisure time”
will be the southern tourist gateway to Lincolnshire upon with a few premium eating establishments and coffee shops contemporary sustainable finishes and high-quality shop fronts destination and the brands available,
completion,” explains Giles Membrey, Managing Director of for the shoppers. We are creating an attractive setting for with weather protection for our visitors,” explains Membrey. as well as engaging visitors with reasons to come and brands
Rioja Developments. people to spend their leisure time in and, as with all premium Since its inception and throughout its planning and to consider. eCommerce will be used by the majority of
Construction of the new project is set to start at the end outlet villages, shopping for high class brands at value prices, design, GDOV has taken steps to achieve the internationally the brands in the village, who will operate click and collect
of summer this year with construction company Bowmer + is the main leisure activity,” says Membrey. recognised sustainability accreditation, BREEAM “Very schemes, which the village will help to facilitate.
Kirkland now appointed; the first phase will be 178,213sq ft The scheme will complement the area’s strong tourist Good”, for which it continues to be well on track. So finally, looking forward, what are the most exciting
and feature approximately 90 units that will open in summer appeal, with 580,000 tourists already visiting local attractions The new development takes the very best of the most challenges that face the scheme?
2021. The second phase will be 94,809sq ft and add an every year. GDOV will include features to encourage visiting innovative and successful outlet villages in the UK and “The retail market in the UK generally is difficult at the
additional 30 units, which is anticipated to open 18 months shoppers to spend time in the local towns, villages and tourist Europe and applies that success to a Lincolnshire setting. It is moment but outlet retail has out-performed full price
later. The site will also accommodate 1,800 free parking locations, promoting the shuttle bus to Grantham town being designed to be successful not just in itself but to bring retail for the last six years. Our challenge is to keep that
spaces and is one of the only schemes with direct frontage centre and the excellent F&B establishments already there. success to the local town centre. To this end, GDOV has a performance going by constantly listening to what our visitors
and access to a major highway: the A1, the UK’s 3rd busiest To further facilitate this, part of the second phase of the pop-up shop to showcase local businesses and its marketing desire and what our brands want. Thus we must carry out
road. Once open, GDOV is expected to rank highly in the project will include the development of a hotel to encourage will promote linked trips with the town centre and the research amongst our visitors and our brands and stay in close
hierarchy of UK outlet schemes, between McArthurGlen weekend and longer tourist visits both for the benefit of the region’s many successful tourist attractions, which already discussion with them to make sure that what we do and how
York and Gunwharf Quays in Portsmouth. outlet village and the wider area. enjoy high levels of visitors. we do it remains relevant,” Membrey concludes.

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