London’s first designer outlet opened its doors today next to Wembley Stadium.

The 350,000 sq ft London Designer Outlet scheme comprises 70 shops, 24 of which opened today including Marks & Spencer, Nike and Superdry.

The remaining shops will open by spring 2014. All stores offer up to 70% discounts on current season lines.

Owner Quintain said that it has the largest catchment density for any UK outlet.

The scheme’s point of difference compared to other outlet shopping centres in the UK is its “mid-market product” and leisure offering, according to James Saunders, chief operating officer for Quintain.

“Bicester Village, for example, is very different, it’s a luxury offering. London Designer Outlet is about the full day out. People will come here for a variety of reasons - you can have a meal here, go shopping, go to the cinema. It’s been designed as an experience, there’s more to do than just shop,” he said.

Saunders added that the centre will have “local appeal”, as well as attracting tourists visiting Wembley Stadium.

London Designer Outlet has a “strong sports draw”, added development director Ben Giddens, who described the sports offering as “a real USP”. Among the sport retailers trading on the official launch day are Adidas Outlet, Sketchers, Trespass and Nike Factory Store.

Other retailers opening their doors today include H&M, Clarks, Daniel Footwear, Phase Eight, Guess, Gap, Sunglass Hut and Viners.