Wembley Ed Sheeran event drives sales surge at LDO
Location, location, location. There’s more evidence — were it needed — of how big a driver of retail sales being sited close to a major entertainment venue can be.
The operator of the Wembley Park and London Designer Outlet locations said this week that late June’s Ed Sheeran concerts triggered a “trading boom”.
We’d earlier reported that Harry Styles’ Wembley events had driven footfall and sales much higher, but Ed Sheeran’s fans outspent them, even though the concerts coincided with major rail strikes.
Sales across the neighbourhood were up by 83% compared to the weekend average of the previous month and were 4% higher than when Harry Styles appeared, with footfall up 45% compared to the May weekend average.
LDO said sales at sports and athleisure brands at the fashion and lifestyle outlet climbed by 68%, accessories and gifts by 61%, mixed fashion by 26%, and health and beauty by 15%.
Wembley Park and LDO “are enjoying a summer trading boom following the return of more large-scale events at the Stadium and Arena”.
Other events that are expected to bolster footfall and sales across the neighbourhood include the UEFA Women’s Euro Final on 31 July, Westlife on 6 August, Coldplay between 12 and 20 August and the Foo Fighters’ Taylor Hawkins Tribute Concert on 3 September.
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