IF YOU stand at a vantage point and squint, the visitors to Salford Quays almost resemble the iconic figures painted by LS Lowry.
Stooped elderly couples look out at the waterside, mothers drag their tantruming toddlers and hurrying BBC workers in trench coats pace across the landscape – it’s Lowry’s ‘A Street Scene’ live and in motion. Sort-of.
Unfortunately, a deal on vitamins at Holland & Barretts or a one-stop shop for Tefal kitchenwares doesn’t titillate me enough to return regularly.
Of course, Salford Quays boasts two structures named in homage to the Stretford-born painter. One is the impressive purpose built Lowry arts complex and the other is The Lowry Outlet Mall - mainly known for discounted brands and an unnecessarily large number of shops selling bed sheets and scented candles.
It's safe to say, that most people don’t come to Salford Quays to shop at the Lowry Outlet Mall.
Despite being at the docklands for thirteen years, it appears visits to the shopping centre are mainly a result of wandering aimlessly out of the Lowry Theatre after a performance, or finding yourself without anything else to do after a trip to the Imperial War Museum North. It’s a fast food pit stop with shops for people with motives that probably include visiting the nearby MediaCityUK or gawping over the Ship Canal to spot the new Coronation Street set.
Food Court Lowry Outlet
The Lowry Outlet doesn’t bustle with regular customers, instead the complex takes in the Quay's infrequent stragglers and strays.
Not that there’s anything glaringly wrong with The Lowry Outlet Mall.
In fact, on the face of it the large building is ideally situated on the docklands. There’s improved transport links with a bus and Metrolink outside and on-site parking. Plus, the general Quays area is picturesque enough to inspire anyone’s return.
The views on Salford Quays
Inside, it has the main ingredients for any large scale centre; a clean food court, clothes shops selling smocks for the bored and retired and a small cinema to turf the kids in during the summer holidays. There’s also a Harvester and a large Nandos in the food plaza.
Nandos outside
But it’s peaceful – veering towards rest-in-peaceful at the outlet. On a weekday afternoon, a muffled Toni Braxton warbles Unbreak My Heart over the centre radio and people move at a gentle pace to the sound of her moans.
The Lowry Outlet Mall is slow, mellow and easy like it’s Sunday morning every-day.
The Lowry Outlet Mall is not short of candles
Mainstream retailers
The blame for the lack of bustle is left with largely uninspiring retailers. Unfortunately, a deal on vitamins at Holland & Barretts or a one-stop shop for Tefal kitchenwares doesn’t titillate me enough to return regularly.
Still, there are covetable bargains.
Flannels boast big name designers at the Lowry Outlet's promised 70% discount prices. I yelped as I found Christian Louboutin heels price-slashed to £230 from £600. There's a Gap, Molton Brown and a Body Shop all selling goods for much less than on Market Street. Plus the centre's Cadbury's store is a cute treat. Regardless, after filling my boots with chocolate bars the excitement slowly dissipated.
“I overheard a shopper say she couldn’t kill two hours here,” said a staff member in clothes store Krisp. “I think the Lowry could benefit from a chemist, Boots, Superdrug - even a post office ”
She added: “It used to have more of a family feel, where yummy mummies would shop with their kids - but it doesn’t feel as family orientated anymore.”
Discounts upon discounts
Following the question whether there are busier periods at the Outlet, I cued a synchronised shaking of heads from the staff at The Sweet Emporium.
“We’ve been here for four years – I wouldn’t say there’s been an increase in footfall,” said one staff member. “From a shopper's point of view, I like the quiet atmosphere at the Lowry, yet from a business stance there’s a need for greater footfall.”
The Sweet Emporium
The quiet in the outlet mall is somewhat surprising given that its close neighbour is multi-million pound powerhouse MediaCityUK. Owned and developed by The Peel Group, it’s a formidable shiny brute on the waterside that promised to bring in bigger crowds. Incidentally, since 2012 The Lowry is now owned by The Peel Group.
The company made no secret that it wanted The Lowry as part of its ever growing portfolio at the former Salford Docks. After selling the majority share in The Trafford Centre, it wanted to put the Lowry Outlet Mall on the shopping radar.
And according to them there’s been customer growth.
In 2013 Peel recorded a 6% increase in footfall and total sales figures were up 8.1% for the year.
MediaCityUK nearby
Peel believes it's all down to the new freshly relocated BBC faces, who became permanent fixtures to Salford Quays in 2010.
“We’ve not seen an increase in people shopping since the BBC has come over. They come mainly to eat in the food court - not really shop,” said one team mate at The Sweet Emporioum.
Another added: “There needs to be more advertising. There’s a lot of promotion about the general area as part of MediaCityUK but the Lowry Outlet needs its own spotlight to get more people here. It has its quiet periods, when we worry no one is coming into the centre at all.”
With The Trafford Centre and Manchester Arndale within easy reach from The Lowry Outlet, it’s no surprise that on the weekdays it lacks a similar atmosphere. The location is in a nowhere land and there arn't enough shops to give it critical mass. The Trafford Centre opens until 10pm on a weekday, whereas the Lowry Outlet stores have an early bedtime of 6pm.
Stores are closed by 6pm
That’s not to say The Lowry Outlet doesn't add to the reasons for visiting The Quays.
One image proved that over the afternoon of our visit.
Graduates from The University of Salford were celebrating in front of the Lowry Theatre and spilled out onto The Lowry Outlet's steps to throw their caps and embrace family members. Most had packed into the Outlet's bars (Lime Bar, Craft Beers) on what was a picture perfect sunny day. With MediaCityUK filling its restaurants, there was a beaming glimmer of life on the waterside.
After a few celebratory tipples some of the graduates had even wandered tipsily into the centre to buy gifts.
But those occasions are few and far between. Peel have their work cut out to make this awkwardly sited mall work. You go because you're at the Quays not because of a desperate retail need. Can Peel ever make the shopping centre a real shopping destination? Given its location and competition it seems unlikely.
The editor says the centre was built because Salford Council were worried the Lowry Centre with its theatres wasn't enough of an attraction to keep people in the area. Then the Imperial War Museum North opened followed by MediaCityUK.
Perhaps they were a little premature.
Still, if you're lucky you might pick up a bargain Loubotin, some scented candles, cheap sweets and even Black & Decker drills.
Find out more about The Lowry Outlet Mall
Salford Quays
The Quays
Opening hours: 10am - 6pm
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