Peel Outlets has unveiled a rebranding exercise in a bid to redefine outlet shopping and, in doing so, “challenge the soullessness of traditional centres” to create a better generation of outlet destinations.

It aims to deliver “vibrant outlets” that are a carefully balanced combination of strong retail brands, leisure amenities, entertainment and experience – from VIP shopping nights and food festivals to live fashion shows and events.

Peel’s two current outlets at MediaCityUK in Salford and Gloucester Quays will be rebranded as Lifestyle Outlet Manchester and Lifestyle Outlet Gloucester. Between them they attracted more than 10 million visitors in the last year and achieved 18% like-for-like growth in sales. A third site, Lifestyle Outlet Glasgow, is in development on a waterfront site in the West End of the city.

Jason Pullen, managing director of Lifestyle Outlets, said: “We want to change the face of outlet shopping and re-define perceptions of what an outlet can be, because we believe it needs to be done.

“Shopping has become a major leisure activity and people expect more from a centre than just background music. They want an experience. That’s why great brands and entertainment are an integral part of our appeal.

“Our innovative approach means our retail schemes are twice the size of traditional outlets, with leisure and food and beverage added to the outlet core.”