DESIGNER DISCOUNTS: London Designer Outlet will open its first premium outlet center on Oct. 24 in London. The new shopping structure will be situated near Wembley Stadium in North West London and the M2 — a major highway which encircles the city of London. The 350,000-square-foot property will offer 85 shops including Clarks, Gap, L.K. Bennett, Marks & Spencer and Superdry, with brands offering shoppers up to a 70 percent discount on their latest collections. The full component of shops will be open by spring 2014. In addition, the complex will hold 15 restaurants including Handmade Burger Co., Nandos, Prezzo, TGI Fridays, an international food market and a nine-screen Cineworld movie theater.

The project is headed by residential developer Quintain, which is also behind the development of the Peninsula Quay district, a riverside site in South East London.

This story first appeared in the August 28, 2013 issue of WWD. Subscribe Today.

To mark the opening of the Wembley project, a festival will be held involving neighboring schools and dance groups.

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