Shoppers at Bluewater will soon be able to tuck into a meal at Jamie's Italian

by David Jones

djones@thekmgroup.co.uk

Companies are queuing up to move into Bluewater, with six new stores and five restaurants set to open by the end of the year.

Celebrity chef Jamie Oliver is leading the charge into the shopping centre with a branch of his Jamie's Italian chain. At more than 7,000 sq ft, it will be one of the largest of his 22 Italian outlets across the UK.

Other restaurants moving in are Wahaca, Balans, Browns and Wagamama.

In addition, five other restaurants – TGI Friday, Ed's Easy Diner, Gourment Kicthen Burger, Nando's and La Tasca are refurbishing or enlarging their restaurants.

Bluewater's re-modelled Plaza, which opens on November 10, will be home to a total of 10 restaurants.

Stores moving in are clothing retailer Moss Bros, upmarket watch company Omega, jewellers Mappin and Webb, bag specialist Crumpler and shoe retailer Skechers.

Lego is doubling the size of its floor area by moving into a new unit on the centre's Upper Thames Walk.

Bluewater says it has "experienced a very positive year" for new brands, with 26 transactions completed to date. This follows a record-breaking 2010, during which 34 brands opened new stores at Bluewater.

Guy Thomas, head of retail leasing at Bluewater management company Lend Lease, said: "These latest transactions demonstrate two things about Bluewater.

"Firstly, that it is a first-choice destination for brands seeking prime sites from which they can serve a significant proportion of the South East’s most affluent catchment.

"Secondly, that, through pro-active asset management, we can provide existing brands with opportunities to increase their presence."

Other brands to have opened at Bluewater this year include Boux Avenue, Radley, Kiehls, Café Rouge and Cote. In addition, Ted Baker and Karen Millen have both moved into larger stores, and Forever 21 is to open a 24,000 sq ft store in spring, 2012.

The next phase of Bluewater's development is the Bluewater Events Venue, due to open in late 2011. This 55,000 sq ft purpose-built space is being described by the centre as "the UK's focal point for retail and leisure led events."