Wembley outlet brings ton up for Wagamama

The noodle restaurant Wagamama is to open its 100th UK branch in London’s first designer outlet centre opposite Wembley Stadium next month, as its private-equity owner pushes ahead with expansion.

The Japanese-inspired restaurant has been a hit with consumers since it opened its first branch in London in 1992, and now has a presence in 16 countries. Duke Street acquired Wagamama from Lion Capital in a deal worth £215m in March 2011.

Wagamama will launch its landmark restaurant on 24 October at the official opening of the London Designer Outlet.

Sharon Cawthorne, the director of property at Wagamama, said: “Wembley Park is a fittingly iconic location for such a milestone and we are delighted to be part of the capital’s first ever designer outlet centre.”

London Designer Outlet, which has been built by Quintain, will offer 85 retail units, 15 bars and restaurants, and a Cineworld cinema complex. Retailers that have signed up include Marks & Spencer, Superdry, Clarks, Nike and LK Bennett.

The UK has scores of designer outlet centres, which sell end-of-season products at cut prices, including Cheshire Oaks in Ellesmere Port, Gunwharf Quays in Portsmouth, and Bicester Village. But London Designer Outlet is the first inside the M25. James Saunders, Quintain’s chief operating officer, said: “Wagamama is not only a welcome addition to our restaurant offering, but plays a role in cementing London Designer Outlet’s position as a leisure destination in its own right.”