AN ICONIC Lake District clothing brand has been given permission to diversify the use of its head office and warehouse to welcome visitors.

Lakeland Leather, in Ambleside, has the green light to proceed with plans for a change of use of its warehouse to include a 'factory-style outlet' retail shop and cafe, to run in conjunction with its current town centre shop.

The company said that the offering would increase visitor numbers to the town during off-peak times, particularly foreign tourists.

A Lakeland Leather statement said:

"The existing store would stock our latest full-priced lines, whereas the outlet would stock discounted, end-of-line products.

"We believe the planned development would add to the vitality of the Central Shopping area due to its close proximity. 

"It's expected that the Outlet would draw additional visitors to the village - this would be especially beneficial during the off-peak season when visitor numbers naturally decrease. 

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"We're sure the addition of a 'wet weather' destination would also be beneficial for the rainy days during the Spring/Summer holiday season. 

"We know that the Lakeland brand is popular with overseas visitors particularly the Chinese - over 20 per cent of sales in our Bowness store in the summer months were to Chinese tourists pre-pandemic. 

"A Lakeland destination in Ambleside would help to draw in greater numbers of affluent foreign tourists which would benefit the retailers in the Central Shopping Area and the town as a whole.

The diversification would see the addition of windows, creating a ' livelier space', a first-floor balcony, which would be used by the cafe, with a visitors centre, outlet shop, and exhibition space also planned for the first floor.

The ground floor and the remainder of the first floor would remain as warehouse space.

The Lakeland Leather statement said: "We are looking to diversify the use of the site to offset the cost of operating the premises, enabling the company to retain its traditional base in the Lake District. 

"This means we can maintain and add to our role as one of the town's largest employers. 

"As a company, we see the opportunity to offer a different type of retail and leisure experience for visitors."