A raft of fashion brands sign up for the new ICON Outlet at The O2

A raft of fashion brands have signed up for a major new 210,000 sq ft premium urban outlet that will open this October under the tented roof of The O2. The new development, announced today by AEG and Crosstree Real Estate Partners, has been conceived to couple shopping with experience and draw in a new generation of shoppers.

For the first time 85 retailers will be brought to the entertainment venue and leading UK and international brands, such as Hackett, Ted Baker, Guess, Gant, Calvin Klein, Crew Clothing, Jack Wills, Kurt Geiger, Aspinal of London, Levi’s, Pepe Jeans, Clarks and Skechers will all feature.

As well as the retail experience, a 50,000 sq ft cinema extension for the Cineworld cinema is being constructed along with a 30,000 sq ft trampoline park, leased to Oxygen Freejumping, evolving The O2 offer to "reflect the consumer-led convergence of retail, leisure and entertainment". In total, over 75% of the space under development is already let or under offer.

While common in continental Europe and the US, urban outlets are a relatively new concept in this country as outlets tend to be located outside of major city centres. However the combination of choice, convenience, online inspiration paired with retail experience, and the excellent transport links is expected to appeal to millennial and GenZ shoppers from London and beyond.

ICON Outlet is just 15-minutes from central London and, served by the Jubilee Line, Crossrail (at Canary Wharf), MBNA Thames Clippers and The Emirates Airline. At present The O2 attracts nine million visitors a year with 75% coming from outside the catchment, and 50% from CACI’s Affluent Achievers or Rising Prosperity Acorn groups, the UK’s highest spending consumers.

Commenting on the announcement, Alistair Wood, Executive Vice President for Real Estate and Development for The O2 operator AEG, said: “ICON Outlet is the most relevant retail and leisure destination set to open in Europe this year. Our understanding of consumers has informed every aspect of the development: from which brands have been selected, to how the experience responds to the unique setting under The O2’s world famous roof. ICON Outlet brings an exciting new element to The O2’s offer, further increasing its appeal as a destination providing unique experiences”.

Marion Dillon, Leasing Director for ICON Outlet, added: “ICON Outlet at The O2 is long overdue in London. The capital has some of the youngest, most discerning consumers of any city in the world. These are people that often think online first when it comes to retail, and spend what would have been their shopping and leisure time seeking new experiences.

"ICON Outlet will be a destination that caters for both needs, bringing together choice, value and inspiration in a location that is not only one of the easiest to reach in London, but has a reputation for providing the very best of experiences for tourists, existing visitors to The O2, and a new generation of consumers. With ICON Outlet, The O2 evolves to become where retail and entertainment converge.”