Game, the computer entertainment retailer, has opened its first factory outlet store in pursuit of additional growth away from the high street.
The store group opened the 1,500 sq ft (140 sq m) shop today at Freeport Outlet Village near Castleford, under the Game Outlet fascia.
Game aims to capitalise on the growing trend of customers trading in and buying second-hand games and back-catalogue products.
The shop will be a test bed for promotional offers, and reductions of as much as 50 per cent will be offered on some products. The retailer promises an average 30 per cent off across the store.
Deputy chief executive designate Lisa Morgan said: 'Outlet centres are becoming increasingly popular with customers, so we need to introduce a new format that will meet their needs. Increasingly we're seeing more customers using pre-owned, and buying bundled product offers and back catalogue titles.'
Teather & Greenwood retail analyst Dave Stoddart said: 'The factory outlet market has grown and there is definitely still life left in it. It has worked for the likes of M&S and Next, so why not Game? They will have to ensure they get the right product mix though, so they don't undermine the offer they've got on the high street.'
A decision on roll-out will be taken after Castleford has been assessed.
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