Kildare Village seeks removal of 'out-dated' planning conditions limiting sale to discounted goods only

Planning consultants say that selling 10% of items at non-discounted prices would be taken up by around 50% to 60% of retailers within Kildare Village

The submission argues that the current restriction allowing stores to sell only end-of-season discounted goods is too restrictive and out-dated with RMLA stating that a significant portion of the brand products sold at Kildare Village are not subject to seasons. Photo: Eamonn Farrell/RollingNews.ie

The operators of Kildare Village are seeking to remove overly restrictive planning conditions that limit the ability of the retail destination to attract premium global brands.

That is according to planning consultants, RMLA for the owners of Kildare Village, Value Retail Dublin Ltd which is requesting that planning conditions be amended to allow shops there sell a limited range of non-discounted goods - no more than 10% of any individual store.

The RMLA report states that the non-discounted goods would be displayed separately from other items at the discount tourist outlet village.

Operating since 2006, Kildare Village today comprises 125 units, employs 1,500 and attracts 4 million visitors per annum and its brands include Prada, Louise Kennedy and Armani.

The RMLA planning report - lodged with Kildare County Council - states that enabling Kildare Village to provide this service to sell non-discounted goods would benefit both in terms of investment from international brands as well as benefiting shoppers to Kildare Village.

RMLA states that selling 10% of items at a non-discounted price would be taken up by around 50% to 60% of retailers within Kildare Village based on the experience of Village retail outlets globally.

The submission argues that the current restriction allowing stores to sell only end-of-season discounted goods is too restrictive and out-dated with RMLA stating that a significant portion of the brand products sold at Kildare Village are not subject to seasons.

RMLA contend that the planning conditions to be amended “are no longer fit for purpose and need rationalisation in order to align with current economic trends, the exponential growth of e-commerce and the current state of the global retail environment”.

The submission states that Kildare Village seeks to fundamentally remain an outlet centre and that seeking added flexibility in the retail offering will not hamper the main function of Kildare Village in specialising in selling discounted goods.

RMLA states that the fundamental retail policy contained in the Government’s Regional Planning Guidelines that describe the concept of an ‘outlet centre’ is over 20 years old and pre-dates the smart-phone and Amazon marketplace.

The planning consultants state that Kildare Village “is not, nor ever has been, in competition with other high street or town centre locations”.

RMLA states that the retail format of Kildare Village includes luxury high-end brands and is different to the retail offer within other town centres, including Kildare Town.

The consultants state that the purpose of the application is to ensure the continued evolution of the retail offer at Kildare Village and to enable Kildare Village to adapt to the constantly changing global retail market.