[4] The outlet consists of a range of designer brand stores offering clothing, beauty, homeware, gifts, and accessories at discounted prices.

Local residents expressed concern at the sign's scale[6] and a councillor at Cannock Chase Council began a petition to have it taken down or reduced in size.

[9] Concerns were also raised over the centre's name, "Designer Outlet West Midlands", with some locals preferring a reference to Cannock or the county of Staffordshire.

[citation needed] There are also regular buses which call into the three bus stops within the centre grounds, and two at the side entrance by Mill Farm PH.

These run services to Burntwood, Lichfield, Cannock, Great Wyrley, Brownhills, Norton Canes, Walsall and Birmingham.