Affinity Outlet Staffordshire isn’t just home to more than 40 household brands it has positioned itself as a hub of the local community.

This includes the introduction of The Snug, a free warm space with comfortable seats and free books for people to read and return.

There is also a free soft play area open to families seven days a week.

The centre opened as Freeport Talke in 1999, later rebranding as Affinity. It was bought by the Frasers Group in 2024 and has since strengthened its commitment to community engagement, with a specific focus on supporting local people and organisations.

Affinity hosts community days with local authorities, supports local charities and delivers a programme of free events throughout the year. Most recently a K-Pop event attracted more than 7,000 visitors who enjoyed a free live show and a meet and greet experience.

Each Christmas there is a free Santa’s grotto and a meet-and-greet experience where Santa can communicate using Makaton.

Stores at Affinity Outlet Staffordshire include M&S Outlet, Nike Clearance Store, Next Outlet, Terraces and Skechers.

An Affinity Outlet Staffordshire spokesman said: “We are incredibly proud of the impact we’ve had and the support we’ve been able to offer, particularly during a time when many households are facing financial challenges.

“Our goal has always been simple, to ensure our centre is a place where everyone feels welcome, supported and part of the community.”

Affinity Outlet Staffordshire has entered the Business of the Year, Business in the Community and High Street Impact categories of University of Staffordshire Business Awards.