Peel Land & Property has rebranded its outlet shopping arm to reflect a renewed focus on experiential retailing, in an attempt to shake up the “soulless” sector.
Peel Outlets, which runs outlets in Manchester’s MediaCityUK and in Gloucester, and is working on a third site in Glasgow’s West End, will now be called Lifestyle Outlets.
The company said it wants to redefine outlet shopping by offering customers experiences including live fashion shows, food festivals and children’s character events, alongside cinemas, health and fitness centres and the usual discounted offering from retailers and brands.
Managing director Jason Pullen said: “We want to change the face of outlet shopping and redefine perceptions of what an outlet can be. Shopping is major leisure activity and people expect more from a centre than just background music.”
Its existing outlet centres house retailers including Marks & Spencers, LK Bennett, AllSaints, Jaeger and Nike. An opening date for the Lifestyle Outlet at Glasgow Harbour has yet to be confirmed.
Peel Land & Property owns, develops and manages a number of retail and leisure destinations across the UK, and has a major shareholding in regional shopping centre owner Intu Properties.