Two New Brands Join Regional Two Midlands East Outlet

Shoppers visiting the shopping centre situated near Derbyshire can soon expect two new additions as part of the regional two midlands east retail expansion. Fashion label Belstaff is preparing to open a pop-up branch at the complex located just off junction 28 of the M1 at South Normanton. The temporary store is scheduled to welcome customers on Thursday, November 12, located next door to Rituals near the A38 turn-off.

Established in 1924, Belstaff operates as a modern British heritage brand known for its lasting apparel. The label produces jackets, coats, knitwear and motorcycle gear, alongside protective clothing historically crafted for racing drivers, Marines and mountaineers. Following the pop-up launch, the brand intends to open a permanent store at the site in early 2027.

Centre manager Paul Sutton expressed enthusiasm about the arrival, noting that the brand offers iconic outerwear and effortless style for visitors seeking special garments. Alongside Belstaff, footwear retailer Dune London is also slated to open at the venue, offering affordable luxury shoes with an upcoming launch date yet to be announced.

Shopping Centre Experience

The retail destination currently houses more than 65 designer, high street and lifestyle brands, including Adidas, French Connection, Ernest Jones, Molton Brown and Cadbury's. Visitors at the complex can find discounts of up to 60 per cent off recommended retail prices across fashion, sportswear, beauty and lifestyle items.

Following nearly three decades of management by McArthurGlen, the shopping facility experienced a change of ownership earlier this year in June. The location was purchased by Mike Ashley's Frasers Group, which oversees various retail operations such as Sports Direct, Flannels, Jack Wills and House of Fraser.

Belstaff and Dune London are joining the retail lineup at the regional two midlands east shopping outlet.

Why it matters

The arrival of these prominent retail brands marks a significant shift in the commercial offerings at the Derbyshire shopping complex following its recent acquisition. These changes affect regional consumers and retail shoppers looking for expanded fashion and footwear choices in the area.