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LFW designers to open outlet store

London Fashion Week designers including Erdem, PPQ and House of Holland are to open a collective pop-up shop at Bicester Village.

As Drapers went to press, 19 LFW labels had signed up to sell stock at discounts of up to 60% via a 2,000 sq ft pop-up shop at the Oxfordshire outlet centre, which is providing the space rent-free for six weeks from March 31.

The project, called British Designers Collective, is a collaboration between LFW organiser the British Fashion Council (BFC) and Bicester Village owner Value Retail, which runs outlet centres in nine European cities including in Paris and Milan.

Value Retail declined to provide details of the financial arrangement but said a “generous percentage of sales” would go to the designers.

BFC joint chief executive Caroline Rush said: “If successful, there is potential for an annual scheme within Bicester Village and the opportunity to roll out to Europe.”

Desiree Bollier, chief executive of the UK arm of Value Retail, said the scheme would expose young British designers to a wider market. “40% of customers [to Bicester Village] are overseas tourists, many of whom have demonstrated a keen enthusiasm for British designers,” she said.

Joanna Sykes, designer of Sykes, one of the participating labels, said: “It is a good way to sell excess stock.”

Hannah Marshall, who will sell surplus stock from her label, said she signed up because Bicester Village already houses luxury labels such as Mulberry and Aquascutum.

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