Next is set to significantly increase its retail space at Bluewater, enhancing its customer offering.
- The company will move from a 44,600sq ft space to a 133,000sq ft location.
- This expansion supports Next’s omnichannel strategy, incorporating varied departments and a café.
- The store’s transformation is part of broader Bluewater developments, attracting several new brands.
- Next’s sales have recently surpassed expectations, reflecting its strong market presence.
Next is making a bold move by upsizing its Bluewater store, transitioning from a 44,600 square foot area to a massive 133,000 square foot site. This relocation to the site formerly occupied by House of Fraser is set to make it one of Next’s largest stores in the UK. The expanded store is a strategic step to bolster the company’s omnichannel presence, featuring extensive sections for men’s, women’s, and children’s fashion, as well as homeware, complemented by an in-store café.
Additionally, Next is not just focusing on its own brand. The move includes relocating the US-based Bath and Body Works into an adjacent 2,000 square foot space. This strategic partnership is aimed at enhancing the shopping experience by diversifying the product range available to customers.
This expansion is part of a larger trend at the Kent-based Bluewater shopping center, where significant brand investments are reshaping the retail landscape. Companies such as Sephora, Pull & Bear, Aesop, and Bershka are also establishing or enlarging their presence, indicating a thriving retail environment. Pablo Sueiras, head of brand account management at Landsec, highlights this by stating, “The best brands are investing in bigger, better stores in prime locations,” acknowledging Next’s role as a leader in retail innovation.
Moreover, this expansion follows a period of robust performance for Next, with a notable uplift in sales during its third quarter. Recent figures show a 7.6% increase in sales compared to the previous year, outpacing the company’s own forecasts by 2.6%. This financial performance underscore’s Next’s capacity to capitalize on market conditions, including the recent early cold snap, driving consumer demand.
Ultimately, the upsize is not just about a physical shift but represents a broader strategic effort to elevate the customer’s shopping journey, making Bluewater a key destination for UK shoppers.
Next’s expansion at Bluewater is a strategic leap, poised to offer an enriched shopping experience.
