York Designer Outlet has revealed that four new stores will open before Christmas – and the centre will soon be 100% occupied.
Manager Paul Tyler says that this shows the shopping centre has bounced back from the pandemic to be in a “very strong position”.
The Perfume Shop became the latest store to open at the Naburn centre on 2 December.
But these stores are following hot on its heels with new branches opening imminently at York Designer Outlet:
- luxury fashion brand HUGO will open an additional store
- fitness wear specialists Sweaty Betty will join the centre
- as will Carvela, selling women’s shoes and accessories.
Plus the Wheldrake-based Caffé Valeria, serving up Sicilian-style coffee, cakes and paninis, is moving in to its own unit, after having a stand in the mall for a couple of years.
“The last couple of years on the back of the pandemic have been very challenging to retail as a whole,” Paul told YorkMix.
“For us, we’ve probably been in a more positive position than some of the other high streets and shopping centres.
“We have had some brands who have left the centre, which is which is always very sad. But that has given us the opportunity to bring in new brands.
“So within the next couple of weeks, we will be 100% occupied, which which is a very strong position to be in.”
Customers spend more
And the pre-Christmas openings don’t mark the end of the changes.
“I’m delighted to see even in January, we’ve we’ve already got some new brands coming to the centre as well,” he said.
“So it’s good from that perspective, the brand mix continues to evolve.”
Why is the outlet such a success in challenging times for retailers? “The very nature of what we do here at the designer outlet is we offer all year round discounts.
“And I guess for us in the in the current climate, that’s probably more important to customers than it ever has been – looking for value for money.”
Paul said the high standards at the centre, as well as the accessibility via free parking or Park & Ride, worked in their favour too.
While footfall at York Designer Outlet is down by 5 to 10% on 2019, the last pre-pandemic year, customers are “spending more per visit, and they’re visiting more shops.
“So what that tells me is that whilst customers may be visiting slightly less frequency than in previous years, they are certainly making the most of it when they do visit.”
Christmas magic
Paul believes they have a particularly strong offer at Christmas – a crucial time for all retailers. Half a million people will pass through the outlet’s doors in December.
Paul said: “We host Yorkshire’s Winter Wonderland here. I think we’re in our 12th year now. It’s really important to us because it really kickstarts that magical kind of Christmas shopping experience.”
Skaters love “the biggest outdoor ice rink in the north”. Plus there’s a vintage funfair and Santa’s grotto.
“This is important because we know shopping at this time of year can be very challenging and a little bit stressful for customers.
“So what we’re trying to do is offer that retail therapy, but complemented with hopefully a bit of fun.”
This year, the York Designer Outlet, teaming up with YorkMix, is a key part of the Toy Appeal 2022.
“We’ve created a conveyor belt where customers can drop off their presents.
“Already we’ve got several hundred presents that have been donated and ready to re re-gift.”
Expansion plans
Before the pandemic, plans were in with City of York Council to expand the designer outlet, with 25 new shops, more car parking and an improved Park & Ride. But these didn’t progress.
“We’ve listened to some of the feedback from the council. And we’re looking to resubmit that application in the coming days and weeks,” Paul said.
“We are still very optimistic about York Designer Outlet and its future, and therefore we are very keen to continue to invest. So I guess, watch this space.”
The tweaks to the original expansion plans will be fairly minor, he said, focusing on the number of Park & Ride spaces and the sustainability of the shopping extension.
Paul, who began his career at Marks & Spencer before joining McArthurGlen, became York Designer Outlet manager in 2020.
This year he has seen some strong retailing trends emerging. “Since the pandemic, we’ve seen a huge increase in sportswear and leisure wear,” he said.
Customers are focused on healthier lifestyles; the outlet’s newest sportswear shop Puma opened last month.
However formal wear – which struggled as everyone worked from home during the lockdowns – is making a strong comeback too, he said.
And there’s more demand for cafés and restaurants as people look to spend longer on their shopping experience. A 200 Degrees coffee shop and Five Guys burger bar have opened as a result.
The continued success of York Designer Outlet is undoubtedly good for the city economy. “We employ, in total, just over 1,600 people – and that covers all the shops, right the way through to our landscapers, our cleaning teams, our security teams,” Paul says.
“With the addition of the new brands that we’ve opened in this past year, that’s created an additional 100 jobs.
“So from a local economy perspective, we are one of the major employers in the region – and with the success of the centre, that will continue.”
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