Welcome to The Engaging Marketeer, the podcast where we discuss everything to do with marketing, business, and beyond.
Today, I’m thrilled to have Kenny Murray, the General Manager of Cheshire Oaks, joining me. Cheshire Oaks is a landmark destination, not just in the Northwest but across the UK. We’ll be discussing its success, the challenges of modern retail, and how to stay ahead in an ever-changing world. We’ll see what Kenny has to say about it all in today’s episode…
Darren: Kenny, welcome! Let’s kick things off with a big number—how many visitors does Cheshire Oaks attract annually?
Kenny: Thanks, Darren. We’re expecting around 7.8 million visitors this year. It’s a staggering number, but we’ve worked hard to make Cheshire Oaks a destination, not just a shopping outlet. When we opened in 1995, we were the first designer outlet in Europe, and while there are more now, we remain the largest in the UK.
Darren: That’s incredible. You’ve kept growing while others haven’t been as fortunate. Why do you think Cheshire Oaks has succeeded where places like Festival Park in South Wales failed?
Kenny: It’s down to creating more than just a retail experience. Retail is only part of what we do—we’ve built an environment where people want to spend their day. Over the years, we’ve added food, entertainment, and family attractions. For instance, this summer we had street food, a big wheel, and even crazy golf. We’ve focused on making Cheshire Oaks an enjoyable day out
Darren: Accessibility must play a huge role. You’re ideally located near major motorways.
Kenny: Absolutely. We’re perfectly placed—just off the M53 and M56—between Liverpool and Manchester, and we draw visitors from North Wales, the Lake District, and even Scotland. Accessibility is vital because outlets aren’t places you visit weekly. People see us as a day out, spending hours here rather than just popping in like they would on a high street.
Darren: Speaking of high streets, Cheshire Oaks often gets blamed for struggling town centres, like Ellesmere Port’s. What’s your take on that?
Kenny: It’s a fair concern, but our model is entirely different. Outlets are about value—brands clearing last season’s stock at discounted prices. We also focus on creating an experience you won’t find on the high street. Plus, our presence has significantly boosted local employment. We’ve grown from employing 326 people in 1995 to over 3,500 today, with up to 3,800 at peak times. Most of our staff live locally, so we’re contributing directly to the community.
Darren: With the rise of online shopping, how does Cheshire Oaks stay relevant?
Kenny: Online is about speed and convenience—getting something delivered quickly when you need it. What we offer is different. Cheshire Oaks is about the experience. People want to touch, feel, and try products, and they enjoy the social aspect of shopping with friends or family. You can’t replicate that online.
Darren: So, it’s more than just retail.
It’s creating an emotional connection
Kenny: Exactly. When people find a great bargain, it’s satisfying. They get to say, “I got this for 30% off!” That sense of achievement, combined with a fun day out, keeps people coming back.
Darren: You’ve also made sustainability a priority. Do you see public transport playing a bigger role?
Kenny: Definitely. We’re in discussions with councils and transport networks to improve connections, but it’s a long process. For now, we offer services like “hands-free shopping,” where we collect and deliver your purchases to your car or home. It’s about convenience, reducing environmental impact, and enhancing the experience for visitors.
Darren: Let’s talk about brands.
What makes a good brand fit for Cheshire Oaks?
Kenny: A strong brand with a solid stock turnover is essential. Crocs is a great example. They joined us recently and have been a phenomenal success. We group similar brands together—luxury in one area, high street staples in another—so shoppers can find what they need easily.
Darren: Are there any dream brands you’d like to attract?
Kenny: Always! Some brands take years to join, but we’re patient. For example, Charlotte Tilbury partnered with us initially for a short-term pop-up, and now they’ve extended their presence due to their success.
Darren: That flexibility must be key.
Kenny: It is. We’re open to trialling ideas, whether it’s short-term pop-ups or seasonal collaborations. Our goal is to create a dynamic and relevant mix of brands that resonates with our visitors.
Darren: You’ve mentioned employment before. What’s it like managing such a large workforce?
Kenny: It’s a privilege. Many of our staff have been with us for decades, starting as part-timers and working their way up to managerial roles. We also invest in their development, offering training programmes to enhance customer service and sales skills.
Darren: That’s impressive. It’s clear you see your staff as integral to Cheshire Oaks’ success.
Kenny: Absolutely. A happy, engaged team creates a better experience for visitors.
Darren: Looking ahead, what’s next for Cheshire Oaks?
Kenny: We’re always improving. Recently, we upgraded our play area and modernised our facilities, including car parks and restrooms. Moving forward, it’s about maintaining high standards and listening to what our visitors want.
Darren: Any big expansions planned?
Kenny: Not immediately, but we’re always exploring opportunities. We’ve relocated guest services to a more convenient spot near Marks & Spencer and are continually fine-tuning the experience for our visitors.
Darren: And personally, where do you see yourself in the future?
Kenny: I’ve been with McArthurGlen for over 20 years, managing centres across the UK and Europe. Cheshire Oaks is special, but I believe in fresh perspectives. Whether I stay or move on, Cheshire Oaks will continue thriving.
Darren: Kenny, it’s been an absolute pleasure. I’ve learnt so much about Cheshire Oaks and the thought behind its success.
Kenny: Thank you, Darren. It’s been great to share our journey.
Connect with Kenny:
LinkedIn: https://www.linkedin.com/in/kenny-murray-40379228/?originalSubdomain=uk
McArthurGlen Cheshire Oaks Outlet: https://www.mcarthurglen.com/en/outlets/uk/designer-outlet-cheshire-oaks/
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
