Icon Outlet at The O2 reveals growing sales performance and footfall

Icon Outlet at The O2 has revealed sales grew by 30% between the first week of reopening on 15 June, post-lockdown, and week 12.

Sales trended from approximately 65% of previous year like-for-like sales in week one of reopening, rising to 95% of year-on-year like-for-like sales in week 11-12.

Footfall has also double since reopening and now stands at 75% of footfall in the same period in 2019. This compares to an average footfall of 59% of pre-coronavirus levels for the average London high street.

Speaking on behalf of the shopping centre owners, AEG and Crosstree, Marion Dillon, Leasing Director for Icon Outlet, said: “Icon Outlet had already established itself as a standalone retail destination offering something different in the capital.

“That position is even stronger now as Londoners and visitors from the South East adjust to shopping in the new reality. Icon Outlet’s great value premium brands and its unique experience are proving to be an enduring combination.”

The strength of Icon Outlet’s performance is attributed to the urban outlet’s retail offer evolving post-lockdown, with international designer brand Tommy Hilfiger Kids joining the line-up in recent weeks. In addition, the recent opening of Haidilao Hot Pot is attracting a new domestic Chinese customer.

As lockdown relaxed in June, TheIndustry.fashion took a look at the safety measures implemented at Icon Outlet at The O2:

Measures implemented to adhere to government guidelines include:

• Installing clear signage and playing audio announcements.
• Promoting one way systems where they apply; requiring visitors to keep to the left.
• Thorough cleaning regimes, with additional hand sanitising stations provided.
• The location of bathroom facilities have been separated to reduce queues.