Swindon Designer Outlet to feature new Frasers Group signage
Shopping centre's signs to change following ownership update
The Swindon Designer Outlet is set to update its signage following a change in ownership, as Mike Ashley's Frasers Group prepares to install new signs at the popular shopping destination.
Occupying a significant part of the old Great Western Railway works in Even Swindon, the outlet was acquired by Frasers Group at the end of 2025.
Swindon Borough Council has granted permission for Frasers Group to replace the existing MacArthur Glen signs with new ones bearing the FrasersPlus logo.
The new design features navy blue square signs with a multi-coloured cross in the top right-hand corner, underlined by "Designer Outlet Swindon."
The updated signage will be applied to two high totem signs at the main entrances off Rodbourne Road and Kemble Drive, respectively.
Additionally, they will feature above both the West and North entrances, as well as banners on 12 lamp-posts along the Rodbourne Road car park border and the walkway to the north entrance on Train Street.
Frasers Group's application stated that the changes will have minimal visible impact on the outlet's external appearance.
Preservation of the Grade II*-listed building's aesthetic was paramount during the planning review.
Swindon Borough Council's Conservation officer concluded that while the new design differs from the historic architecture's palette, it remains within acceptable parameters.
Frasers Group is advised to use existing fixings for the signage installation; if new fixings are required, they must consult with the council's planning officer, potentially necessitating additional permissions.
The initiative reflects Frasers Group’s transitionary ownership and signifies its commitment to maintaining the site's heritage while refreshing its commercial identity.