ICG delivers whole brand solution for new retail destination

Preston based marketing agency, ICG was delighted to celebrate the official opening of Cotswolds Designer Outlet after leading its brand strategy and multi-channel rollout.

Hundreds of visitors queued in anticipation of the first glimpse of the iconic Gloucestershire outlet scheme which opened its doors on July 16, 2025.

ICG was appointed by Wilmslow-based retail operators, Multi-Realm, as the strategic marketing partner and has been embedded in the project from the beginning, more than five years ago.

From the outset, ICG played a pivotal role in supporting early leasing activity - a vital phase that helped secure key retail brands and attract investors while the proposed site was still a field. 

To bring the vision to life for potential tenants, ICG developed a suite of leasing materials, including premium brochures, a dedicated website and marketing material for trade events. This work laid the foundation for leasing success, helping progress the project into its construction phase. 

Over the past two years, the project progressed at pace and by late 2024 the focus shifted to launch planning and evolving the consumer brand narrative in anticipation of this summer's opening. 

With premium brands attracting the affluent customers of the Cotswolds region, ICG used the outlet's target demographics to define the consumer-facing brand, striking a careful balance between youthful energy and the region's aspirational, affluent character.

A heritage-inspired visual identity, reflecting the Cotswolds' distinctive architectural character and drawing on local historic references, was created. This was followed by a comprehensive brand book, defining the key touchpoints for all marketing, signage and digital communications.

This brand identity was brought to life through the consumer website resulting in more than 7,000 e-newsletter sign ups in the months leading up to the launch. 

When the scheme was still under construction and on-site photography was unavailable, ICG art-directed a lifestyle photo shoot featuring two local residents in the heart of Tewkesbury to help establish a strong sense of place and community connection.

Simon Couchman, managing director and creative director at ICG, said: "Launching a destination brand of this scale and calibre is exactly the kind of creative challenge we relish.

"From brand strategy and leasing collateral to on-site signage and digital platforms, we've worked hand-in-hand with Multi‑Realm and the on-site centre management team to ensure every touchpoint speaks of the premium retail experience Cotswolds Designer Outlet represents."

With the outlet now open to members of the public, ICG will continue to provide marketing support for creative, strategy, digital and social campaigns.

Cotswolds Designer Outlet is located just off Junction 9 of the M5. It features 50 newly built retail stores including Reiss, Hobbs, Jack & Jones, The North Face and The Body Shop and an extensive range of eateries including Five Guys, Wagamama, Zizzi, Pret A Manger, Caffé Nero and 200 Degrees.

Alongside internationally renowned retailers, there are also local businesses including KNEAD Bakery and The Patisserie Box, promoting locally made goods and tasty treats. 

True to its setting at the gateway to the Cotswolds, the scheme has been carefully designed and inspired by classic Cotswolds architecture and materials incorporating a wildflower meadow and other indigenous planting and landscaping to bed the development into its new home. 

Dog-friendly shopping and a specific focus on wellbeing are central to its operation, with plans for 'motorway-pause' walking routes, chill out seating areas and space set aside for children's play.