London Designer Outlet (LDO) has revealed that Wembley Stadium’s increased events calendar over the summer saw sales and footfall rise by 9% and 15% respectively compared to 2024. Meanwhile, over Black Friday weekend footfall and sales grew by 19% and 6.8% respectively, supported by England women’s international fixture with China.
In 2024 Wembley was the London home for Taylor Swift’s Eras Tour with the stadium hosting eight sell-out nights, however 2025’s events calendar between June and September, which included Dua Lipa, Oasis, and Coldplay, brought in over 800,000 visitors to the London Designer Outlet.
Towards the end of the year, England Women’s international fixture with China over Black Friday weekend also significantly increased sales and footfall at LDO. On the Saturday in particular sales rose by 8% whilst footfall grew by over 17%, highlighting the importance of LDO’s location and unique audience compared to other retail destinations.
Alongside the expanded events calendar at Wembley Stadium, LDO 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 9 new lettings and relocations totalling 16,500 sq ft, over the past 12 months.
This included Gap selecting LDO for its return to the UK outlet market after it signed a lease for a 5,600 sq ft store. Meanwhile, Crocs, Columbia, and New Era also opened new stores at LDO helping to expand the designer outlet’s fashion offering.
The introduction of these new brands supported LDO’s strong Black Friday performance with its aspirational fashion and cosmetic brands performing strongly as shoppers sought out high-quality labels at discount prices.
Meanwhile, LDO continued to evolve its F&B line- up with the signing of three new operators as Mowchi, Amorino, and Dum Dum Donutterie all opened outlets. These three joined Afrikana who opened its flagship restaurant space at LDO in early 2025.
Matt Slade, retail director at Quintain, said: “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. 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.
“With even more events planned for 2026, alongside LDO’s evolving retailer and F&B line up, we are seeing more brands rediscover the benefits of outlet retail, so we look forward to announcing even more new arrivals in the coming year.”
Christine Grace, leasing director at Mutli-Realm, added: “We place great importance in evolving our occupier line-up so it reflects our brand-savvy and affluent catchment. This is why we have been thrilled to welcome Gap, Crocs, Columbia, and New Era to our retail line-up whilst also growing our F&B offering.
“Alongside introducing new brands, it is important that we work with our existing occupiers to enhance their spaces and ensure they continue to thrive so it is great to see so many brands invest in their spaces at LDO.”
Managed by Multi-Realm – the UK’s specialist outlet operator – LDO offers 265,000 sq ft of retail and leisure space, including 70 outlet stores, restaurants, and coffee shops.
