The capital’s leading fashion and lifestyle outlet centre, London Designer Outlet, will welcome two new fashion brands this September. Distinguished Italian fashion house, Police, and East London’s contemporary streetwear brand, NICCE, will open new outlet stores, and join the destination’s spectrum of premium, global fashion and lifestyle labels that each offer up to 70 per cent off RRP.

Staying true to its London roots, and following the success of its showroom space in Bethnal Green, NICCE will open its first UK store at London Designer Outlet, on 17 September. Described as a ‘lifestyle movement’ and inspired by London’s culture and emerging music scenes, NICCE’s street style collections centre on contemporary, clean-cut and minimal designs for men and women. The new store will offer its iconic range of streetwear essentials, essentials, from logo tees, hoodies, outerwear and accessories.

Supporting up-and-coming creatives to showcase their talent, NICCE’s new store at London Designer Outlet will look to host a series of musical events in conjunction with its ‘N-Studio powered by NICCE’ initiative, including live in-store DJ sessions, aimed at developing emerging artists and producers. The in-store events will promote their independent material, further cementing Wembley Park as an exciting arts, culture and shopping destination.

NICCE’s new store design will reflect its clean-cut and contemporary image. The store concept will have a raw, industrial feel – crisp white walls will intersect with cutaway concrete sections, punctuated with pops of traffic yellow. Recycled grind rubber and OSB engineered wood will feature throughout the space, both of which are great alternatives to virgin rubber and wood products.

Mitchel Galvin-Farnol, founder of NICCE, said: “London culture is a huge inspiration in everything we do at NICCE, and therefore it was a no-brainer that our first outlet store would be in the capital, and where better than the city’s leading fashion and lifestyle outlet destination? NICCE is not about seasonal hype, we serve timeless cuts in signature styles, and we’re excited to bring NICCE to London Designer Outlet’s loyal and style conscious shopper base.”

International menswear brand Police will also open its first, full range store in the capital at London Designer Outlet on 14 September. Police has over 200 years’ experience and expertise in denim evolution; this has allowed the brand to be at the forefront of exceptional innovations in denim, whilst pushing the boundaries of creativity and style. In recent years, Police has established itself as a world leader in the design and manufacturing of iconic eyewear pieces alongside its wider range of lifestyle products, each standing out for the high-quality materials used, reflecting the brands’ urban spirit.

Guests to the new outlet will be able to shop the Italian label’s full lifestyle collection of men’s clothing and accessories, alongside fragrances, watches, small leather goods and eyewear. The store will also feature the brand’s most recent collaborative collection, Police x Lewis Hamilton, inspired by the five-time F1 World Champion’s speed and precision.

Located in the heart of Wembley Park, London’s most exciting new district, London Designer Outlet is home to over 70 shops and restaurants, with year-round savings of up to 70 per cent off on the RRP. The wide choice of apparel and accessory brands includes London’s only Puma outlet store, Guess, Dune, Kurt Geiger, Levi’s, Replay, Gap, The Beauty Outlet, The North Face, Nike, Adidas, Vans, Converse and Lindt. Shoppers will also find homeware, accessories and lifestyle stores including, Sunglass Hut, Zwilling and Villeroy & Boch.

Extensive health and safety measures remain in place throughout the summer at the largely outdoor centre to help guests maintain social distancing and high hygiene standards, including hand sanitiser stations, clear signage, floor markings and dedicated entrances and exits for each store. DropIt, the popular, app-based, store-to-door home delivery service that offers handsfree shopping and deliveries, will make shopping and navigating the shops an easier experience for those arriving by foot or by bike.

Michelle D’vaz-Plant, Head of Marketing at London Designer Outlet, said: “Since reopening in June, we have thoroughly enjoyed seeing our guests once again enjoy all that London Designer Outlet has to offer. London Designer Outlet offers a truly unique shopping experience, and this will now be further strengthened in having the UK’s only NICCE store, and London’s first stand-alone Police store. We are excited that we are able to continue to offer our guests new labels and collections to discover on every visit.”

With increased pressure on food banks in the Brent area due to the impact of the COVID-19, London Designer Outlet has committed to raising £5,000 for local food bank, Sufra. The open-air outlet shopping destination is selling specially designed tote bags through its Guest Services for £2 per bag, with all proceeds going towards the charity to support families suffering food poverty.

NICCE will open on 17 September and Police will open on 14 September.
For more information visit www.londondesigneroutlet.com.