The strategy for an outlet centre is a finely balanced mix of retailers. Although dominated by fashion; there will be a wide variety of offers, ranging from men, women’s and children’s clothes, accessories and shoes. The fashion units will be complemented by lifestyle offers including homeware, furnishings, china, and luggage.

The types of retailers occupying outlet units divides between national brands that also trade from the high street and specialist retailers only found in the discount world.

The national multiples use outlet as part of their multi-channel business model, together with full price stores and ecommerce. The outlet units are used to sell surplus stock and increase brand awareness. This includes household names such as M&S, GAP, Next, Jaeger and Hobbs.

The specialists have an alternative business model, often selling branded ranges of goods acting as a clearing house for surplus stock, or in some cases selling goods specifically manufactured for this market. These retailers are less well known but include Scopes, Bench, Roman, Ben Sherman and Graham&Brown.

While all brands in OCs sell discounted goods, the market tends to be associated with Aspirational and designer brands. However, the market is dominated by Mass and Value retailers, brands whose non outlet stores provide mass market or affordable products.

The Works, has the highest representation with 30 outlet stores and are also well represented on the high street having increased their total portfolio by a third since 2009. Savills categorise the retailer as a Value brand.

Pavers, M&S and Claire’s are the most represented Fashion Goods, with 27/24/24 stores, respectively.

Denby, The Body Shop and Pro Cook (24/18/18 stores) are the only Aspirational retailers to list in the top 20 brands. Holland & Barrett, Costa, The Body Shop, Suit Direct and The Gift Company have the most significant growth in the sector; each having increased portfolios in outlet locations by 14–18 stores since 2011.

^{Source: Savills Research, Geolytix}