Sanderson Leisure and Retail (SLR) has secured two new retailers for Springfields Outlet, the leading shopping and leisure destination in the East of England. Crew Clothing and independent retailer Starlings Toy Outlet are set to open at the destination, owned by the Triton Property Fund, managed by UBS.
British fashion retailer Crew Clothing is set to open its second outlet store in the East Midlands at Springfields Outlet, opening in a 1,980sq ft unit. Inspired by the British coast, the brand will offer its range of timeless menswear and womenswear classics. It will boost the fashion offer at the destination, joining complementary premium brands including Joules, Fat Face, White Stuff and Jack Wills.
Michelle Keates, head of retail at Crew Clothing, said: “We’re looking forward to opening at Springfields Outlet and being part of such a thriving destination. Springfields has a broad catchment, which is very much in-line with our target audience. The destination is an opportunity for us to better reach large numbers of our existing customers and a new audience that we’re sure will be attracted to our high quality collections.”
Springfields will be independent retailer Starlings Toy Outlet’s first location in Lincolnshire. Trading for more than 100 years, it will be the brand’s first outlet store. The specialist toy operator will open a 3,800sq ft store offering a wide selection of children’s indoor and outdoor toys and arts and crafts, including top-brands such as Lego, Playmobil, Hot Wheels, Barbie, Fisher Price and MB games. The store will also include an experiential Lego corner which will allow children to let their imaginations run wild and unleash their creativity. The experience will build on the range of existing interactive leisure facilities at the destination’s integrated leisure offer, Adventure Land.
Ian Sanderson, director of SLR, said: “The two new signings demonstrate significant ongoing interest in Springfields and further illustrate its resilience. As a destination, we are leading the way, demonstrating that outlet is going mainstream, attracting top brands and delivering consistently successful results. Springfields has proven itself to be an innovative and forward-thinking destination, demonstrating its ability to evolve and respond to consumer trends, paving the way for the future of retail. It’s very rewarding to see brands demonstrating their confidence in the scheme and signing to open here. We’re looking forward to the coming months as we finalise exciting plans for the future at Springfields.”
The new signings follow the announcement that Springfields is bucking current retail trends. In the 12 months since Adventure Land opened, revenue at the centre has increased by +7% year-on-year and footfall by +5% YoY. The integrated leisure offer has helped to attract more visitors, providing more reasons for visitors to travel from further afield, stay for longer and visit more often. This has resulted in significant benefits for existing retailers, driving increased dwell times and attracting a wider spectrum of customers.
Home to 54 outlet stores, the retail offer at the destination is complemented by a comprehensive and integrated, casual dining and leisure offer. As outlet continues to go mainstream and attract more customers, the importance of creating a day-out destination that appeals to the whole family increases.
Located in south Lincolnshire, the scheme is easily accessible, and sits close to the junction of the A16 and A17, near three major arterial roads providing easy access to Peterborough, Stamford, Nottingham, Lincoln and Kings Lynn. The catchment of 1.24 million is expected to increase by a faster rate than the UK average, up +8.1 per cent to 2025, compared to +6.5 per cent nationally.
Since launch, Springfields Outlet has an average occupancy rate above 98 per cent and has achieved 14 years of consecutive turnover growth since opening in 2004. The scheme includes 54 outlet stores, nine restaurants, a 58,000 sq ft garden centre and a 43-bedroom hotel.
Agents for Springfields Outlet are Knight Frank and SPACE Retail Property Consultants.