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Liberty chases Olympic shoppers in Stratford

Liberty is to open a pop-up store at shopping centre Westfield Stratford in May.

Liberty signed a deal this week with Westfield to open a store in an outdoor area at the Stratford centre called Chestnut Plaza, directly opposite Hugo Boss.

The pop-up will be an edited version of its London Marlborough Street department store and will sit alongside luxury retailers including Mulberry and Prada.

Liberty’s launch into Westfield Stratford has been largely motivated by the Olympics, a source told Drapers. Around 5.5 million visitors are expected to come to London for the duration of the Olympic and Paralympic Games, so Liberty will be well placed to capitalise on its British heritage, it is understood.

According to research for price comparison website Kelkoo carried out by the Centre for Retail Research, shoppers are set to spend £189.8m more over the extended Sunday opening hours during the Olympics. Almost one half (47%) of these gains are expected to benefit London.

Clothing stores could see the biggest boost with a predicted 6% weekly increase in sales, with consumers expected to spend £4.9m more on each of the eight extended-hour Sundays, totalling more than £39m.

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