12 more brands sign up for ICON Outlet at the O2

Twelve more brands have signed up for stores at London’s newest urban outlet, ICON Outlet at the O2, since its opening in October of this year.

Among the fashion, accessories and apparel brands to join the line-up are Fat Face, Tommy Hilfiger, Remus Uomo, ASICS, Radley London, Moss Bros, Lead + Ball, Sunglass Hut, Miss Sixty, Karen Millen and Scotch & Soda, along with experiential toy retailer Build-A-Bear.

The 210,000 sq ft urban outlet was opened in October alongside the leading music venue targeting a millennial customer base with a blend of entertainment and shopping. Brands who were in place at launch include Cheaney Shoes, Aspinal of London, GANT, James Lakeland, Hobbs, Kurt Geiger, G-STAR Raw and Ted Baker.

ICON Outlet was developed by AEG and Crosstree Real Estate Partners. Speaking on their behalf, Marion Dillon, Leasing Director for ICON Outlet, said: “Since the launch of the first phase of ICON Outlet in October, we have radically grown our line up to include many leading and international brands, welcoming openings from twelve new brands in time for the festive season.

“This reflects the strong appeal of the destination as the UK’s leading urban outlet, and this along with the expansion of Cineworld and arrival of Oxygen Freejumping trampoline park, evolves The O2  into a full day destination, offering music, entertainment, F&B, leisure and retail all under one roof.”

Daren Humphry, head of acquisitions and estates at Fat Face, said the brand “jumped” at the chance of a store in the destination “that attracts such a significant footfall with its urban outlet offer combined with unique arena experience”.

Remus Uomo’s 1,600 sq ft store is its second outlet (the first is at The Galleria, Hatfield which opened earlier this year) and opens at an “exciting time” for the menswear retailer, said its retail director Scott Crowson.

“[…] our omni-channel strategy is kicking into high gear with three new store openings in England and a number of exciting new concession expansions within the past year. Outlet shopping is an important new sector for Remus Uomo and we’re confident that the diverse demographic at the ICON Outlet are going to love the opportunity to shop our premium brand at unbeatable prices,” he said.