Frasers Group has announced its acquisition of Swindon Designer Outlet, in what it describes as a key step in building a globally recognised brand ecosystem. The move is the latest in a series of strategic retail property investments aimed at reinforcing the Group’s elevation strategy.
The 250,000 square foot site first opened in 1997 and attracts more than three million visitors annually. Located in Wiltshire, Swindon Designer Outlet is one of the UK’s top five outlet destinations by footfall. The acquisition follows closely on the heels of Frasers Group’s purchase of Braehead Shopping Centre, underscoring its ongoing efforts to expand and enhance its physical retail estate.
By acquiring key sites such as Swindon, Frasers Group aims to support the outlet strategies of core brand partners including Nike, adidas and BOSS. The investment is part of a wider approach to delivering strong value and product access to consumers across the UK.
Michael Murray, CEO of Frasers Group, said: “Physical retail is central to our Elevation Strategy and investing in Swindon, one of the UK’s top five outlets by footfall, strengthens our position as both retailer and landlord. This acquisition reinforces our property strategy and unlocks new opportunities for our brands and our partners.”
The acquisition aligns with the Group’s broader goal of combining retail and real estate to optimise customer experience and brand performance. The company has continued to invest in flagship retail sites and mixed-use locations, reinforcing its dual role as both operator and landlord.
CBRE, the global real estate services firm, advised Frasers Group on the transaction. The advisory was led by James Keany, Executive Director and Head of National Agency.
