DEVELOPMENT FOCUS
DEVELOPMENT FOCUS IntoOutdoors
BB&D explore the IntoOutdoors project; A £35m scheme to develop the UK's first retail and lifestyle shopping centre
IntoOutdoors is set to be the first retail and lifestyle shopping centre to hit the UK. With an ambition to attract the principle leisure and outdoors brands to its innovative lifestyle and retail concept, IntoOutdoors will provide a significant retail opportunity for target outdoor pursuit, outerwear and lifestyle retailers.
he £35 million scheme will consist of 45 retail units which will form the centre piece of the 125 acre site fronting the idyllic River Avon. Surrounding the shopping area will also be fully-functional fishing lakes, bike paths, skating parks, woodland trails, animal paddocks and holiday lodges all set in a beautiful lake side setting on the edge of the Cotswolds. With 42% of the catchment area falling in the Wealthy Achievers Acorn category and with a high penetration of outdoor
T
enthusiasts already living in the region, the site will draw in affluent surrounding residents and large numbers of tourists.
THE VISION
The aim of IntoOutdoors is to deliver an offer that is a truly leisure-based shopping experience for consumers. It has implemented the notion of “Try Before You Buy” which will benefit the consumer as well as giving the retailer the chance to show off their products to the best of their ability, in-turn driving extensive sales. The site lends itself perfectly to the outdoors and
gives consumers the chance to test out products hands-on prior to purchase – a unique concept to IntoOutdoors in the UK. Fishing lakes allow shoppers to test out specialist angling equipment, while skate parks and bike routes let consumers’ trial different models of bikes and skateboards before committing to a purchase. The project is likely to create in the region of 1,000 new jobs, many of which will be available
The site lends itself perfectly to the outdoors and gives consumers the chance to test out products hands-on prior to purchase
to the local community. These will range from retail jobs to the up-keep of gardens and paddocks, as well as staff for the running of holiday lodges. Keeping in touch with the local community, the £35 million investment will also provide an extra learning experience for local schools. Adventure play areas and play barns will be situated on the site with classrooms providing
16 | British Builder & Developer |
BritishBuilder.co.uk
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