BWP Group (“BWP”), one of the UK’s leading destination and outlet marketing agencies, has been appointed to deliver the full-service marketing remit for Frasers Plus Designer Outlet Swindon, bolstering its portfolio of outlet clients. BWP will deliver an ambitious, integrated marketing strategy to elevate Frasers Plus Designer Outlet Swindon’s position as the region’s go-to outlet shopping destination. Working in close partnership with the onsite centre management team, property, and asset management teams it will strengthen the scheme’s performance across all metrics to drive results and ultimately asset value. The scheme boasts a standout selection of brands including Ralph Lauren, Tommy Hilfiger, and Guess.
The appointment is another key milestone for BWP following double digit growth in 2025 and further strengthens the agency’s reputation as a market leader in destination marketing and a specialist force in outlet retail. Frasers Plus Designer Outlet Swindon joins a standout portfolio of flagship retail and leisure destinations including Trafford Centre, Lakeside, Harlequin Watford, Eldon Square, Livingston Designer Outlet and Dalton Park Outlet.
BWP has built its reputation on creating powerful destination brands, bold campaigns and commercially driven strategies that get people through the doors and keep destinations front of mind. With unrivalled sector expertise and a deep understanding of what makes places thrive, BWP is trusted by landlords, asset managers and destination teams to deliver marketing that creates impact, drives footfall and builds long-term value.
With more new business announcements in the pipeline, BWP is continuing to set the pace in destination and outlet marketing, helping shape the future of the sector with confidence, creativity and results.
Richard Beasley, CEO of BWP, commented:
“Retail and leisure destinations are in our DNA, so this is a hugely exciting appointment for us. Frasers Plus Designer Outlet Swindon is a prominent destination with distinctive heritage and an exceptional retail line-up. We know how to create marketing that gives destinations real energy, real standout and real commercial impact, so our focus will be on building a strategy that further strengthens the scheme’s positioning and supercharges its continued growth.”
The appointment also builds on BWP’s growing relationship with Frasers Group across its wider retail destination portfolio, reflecting the agency’s continued momentum and expertise within the retail and leisure landscape.
