A massive designer outlet will host its first Christmas market despite fears the stalls could draw trade from a town.

Ashford Designer Outlet has won a bid for nine festive huts selling “gourmet food” and “bespoke gifts” from mid-November to Christmas Eve.

It comes after shoppers voiced concerns the move could lure people from the town’s high street Christmas market only a mile away.

Traders in Elwick Place and Lower High Street were forced to shut sooner than expected last year due to low visitor numbers.

Now, Ashford Borough Council (ABC) planning chiefs approved Outlet’s stalls after deeming they would have “minimal” impact on the town centre.

No more than nine wooden market stalls will be pitched up in the centre’s extension near Starbucks and open for trade from November 18 2024, until December 24, 2024. The stalls must be taken down by December 31.

The officer's report also notes that since the proposal is for a temporary Christmas market, its seasonal nature would have a minimal impact on the town centre.

“A temporary Christmas market operates within the town centre however this forms part of an established programme of festive events that are held and run separately from the Outlet,” it says.

“The impact on the town centre market would therefore be minimal.”

No objections were received after the application went to consultation and it has been given the green light.

Speaking after the council’s decision, Ashford Designer Outlet manager Peter Heritage said: “We’re excited to announce that plans for our very first Christmas market have been approved by Ashford council and we’re gearing up to bring even more festive cheer and sparkle to the centre this holiday season from mid-November, right up until the big day.

“The pop-up market will take centre stage outside of Polo Ralph Lauren and will offer a selection of delicious gourmet food and drink options, alongside bespoke gifts for those looking for a special someone or for the perfect stocking filler.

“It doesn’t get much more Christmassy than our popular Santa’s Lodge will also be returning bigger and better than before and the team and I will be sharing more news in the coming weeks…watch this Christmas space.”

An ABC spokesperson added the council is committed to supporting Ashford town centre throughout the year and is investing nearly £3m into the area between 2022 and 2025.

But, after last year’s Christmas market shut early due to low visitor numbers, council bosses hope that this year, residents will show their support.

“We are looking to support the current monthly Saturday United Makers of Kent Food and Creative Market that operates in Park Mall and on the High Street, to run more frequent markets during the Christmas period at weekends as well as on the Carnival of the Baubles Day on Saturday, November 23,” they said.

“This will support this local existing market, which brings in local traders and makers to sell their products. If successful and supported by local residents, this will also support the work of the cross-party group of councillors currently working on options for potential market provision improvements for the town.

“We will promote these together with all events and offers from Ashford town centre businesses on the LoveAshford website and social media.

“We worked alongside the KM Group to promote the Ashford Food and Drink Festival in July, and soon we have Create Music Village to look forward to in October and the spectacular Carnival of the Baubles event in November.

“Over the Christmas period, the council provides support in the form of free parking on some days, funding and organising the Christmas lights, promoting events and offers through our LoveAshford platforms as well as setting up and coordinating the annual Carnival of the Baubles workshops and event, which attracts thousands of residents and visitors each year,” they said.

“In 2023 the council supported a national operator to run a Christmas market in Ashford Town Centre between November and December, at Elwick Place and Lower High Street. That market closed sooner than expected with traders deciding to leave early due to low visitor numbers.

“We hope residents will support our town centre businesses, not just at Christmas but all year round.”

It comes as three new brands are set to open at Ashford Designer Outlet, including one which is the first in Kent.

Marc Jacobs will be opening at the centre in September. It is the fourth store to open in the UK, and will be the first in Kent.

Mr Heritage said: “I think it is an incredible coup for the centre and for Ashford as a whole to be getting a brand like Marc Jacobs.

“They are incredibly selective about where they open stores and this is only going to be the fourth store that they've opened in the UK and the first in Kent so I do think it's a brilliant addition not just for the centre but for the area as a whole.”

Marc Jacobs, which sells accessories, clothing and perfume, will be taking the spot of fashion retailer Maje which shut earlier this year.

Also opening its doors, hopefully in September, is Monsoon which is a womenswear brand.

Meanwhile, following the recent closure of the restaurant Comptoir Libanais, the unit is set to be split in half.

One side of it will be occupied by Slim Chickens, which has proven a success at other McArthur Glen sites.

The other brand set to open in the other half of the unit is yet to be announced and Slim Chickens should open later this year, in November or December.