Swindon Designer Outlet – Frasers Group Buyout

In December 2025, Frasers Group – owned by Sports Direct founder Mike Ashley – acquired Swindon Designer Outlet from LaSalle Investment Management. The deal is part of Frasers' strategy to expand its retail property portfolio. Here's the ownership history of the outlet and what the buyout means for Swindon.

Swindon Designer Outlet Village interior with glass roof, shops and dining
Swindon Designer Outlet – acquired by Frasers Group in December 2025.

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Frasers Group acquisition – December 2025

On 9 December 2025, Frasers Group announced it had bought Swindon Designer Outlet from LaSalle Investment Management, which had owned the site since January 2022. The acquisition price was reported to be around £275 million, though this was not officially confirmed. The announcement came one month after Frasers' purchase of Braehead Shopping Centre in Scotland.

What Frasers Group said

Michael Murray, CEO of Frasers Group, stated: "Physical retail is central to our elevation strategy and investing in Swindon – one of the UK's top five outlets by footfall – strengthens our position as both retailer and landlord." He added: "This acquisition reinforces our property strategy and unlocks new opportunities for our brands and our partners."

Ownership history

  • 1997: Swindon Designer Outlet opened on the Grade II-listed site of the former Great Western Railway Works. It was developed and originally owned by McArthurGlen, which operates 23 designer outlet centres across Europe.
  • January 2022: LaSalle Investment Management acquired Swindon Designer Outlet together with Cheshire Oaks Designer Outlet in a deal worth around £600 million. McArthurGlen continued to manage the Swindon centre.
  • December 2025: Frasers Group completed the purchase of Swindon Designer Outlet from LaSalle.

About the outlet

Swindon Designer Outlet covers 250,000 square feet and attracts over 3 million visitors each year, ranking among the UK's top five outlets by footfall. It is home to over 100 stores including Nike, Adidas, Calvin Klein, Tommy Hilfiger, and BOSS. The centre is on Kemble Drive in Rodbourne, near the STEAM Museum and Junction 16 of the M4.

Frasers Group's property strategy

Frasers Group (majority-owned by Mike Ashley) has been expanding its UK retail property portfolio. As well as Swindon Designer Outlet and Braehead, it owns or has acquired Princesshay in Exeter, Overgate in Dundee, Junction 32 Outlet Park in Yorkshire, and others. The group also owns Frasers department stores and brands including Sports Direct, Game, Jack Wills, and Evans Cycles. The strategy combines retailing with property ownership – "both retailer and landlord" – to support its brands and partners.

What it means for shoppers

For visitors, the day-to-day experience is expected to remain largely the same – the same stores, brands, and facilities. Management and operations may evolve under Frasers ownership. For the latest opening hours, stores, and parking, see our guide to Swindon Designer Outlet Village.

Information correct as of February 2026. Sources include BBC News, Retail Sector, and Frasers Group announcements. For the latest news, check BBC Wiltshire and the outlet website.