Brooks Brothers opens at the ICON Outlet at The O2

America’s oldest retailer Brooks Brothers has opened its third UK store at London’s first urban retail outlet the ICON Outlet at The O2.

The new store is located on the upper level of the centre where it joins other premium fashion brands including Cheaney Shoes, GANT, Hackett London, and Aspinal of London.

Stocking Brooks Brothers’ classic collections for men and women the store will also showcase some of the brand’s classic items such as the Navy Blazer, button-down oxford dress shirts, cotton chinos, polos and regimental silk ties, as well men’s tuxedos and formalwear accessories.

Spanning 1,600 sq ft, the interior layout mixes vintage elements throughout including: natural leather club chairs, cast-iron stools, industrial table lamps, and light oak flooring accented with grey and navy vintage rugs. Its sliding front doors evoke factories from the 1940s and 1950s.

“Brooks Brothers has been making strides in the UK market since 2006, and this particular store opening at ICON Outlet represents a new shopping experience where retail and entertainment converge in a unique context. We’re very excited to welcome new clients to the store, bringing our classic American style to a dynamic new location,” said Luca Gastaldi, EMEA CEO Brooks Brothers.

Opened last October, ICON Outlet is a joint venture between AEG and Crosstree Real Estate Partners and spans 210,000 sq ft at the world renowned entertainment venue; its aim is to blend shopping and entertainment appealing to a millennial customer base.

Speaking on behalf of AEG and Crosstree, Marion Dillon, Leasing Director for ICON Outlet, said:“The opening of Brooks Brothers enhances our retail line-up of international brands, providing the very best in global fashion for our visitors.  As one of the most trusted names in menswear and womenswear, it is a highly relevant addition for our international customer-base. With this new opening, ICON Outlet continues to complement and amplify the premium offer at the world’s number one entertainment venue.”