Jack & Jones and New Era debut at Outlet Shopping at the O2

Danish menswear brand Jack & Jones and American baseball cap specialist New Era have opened new outlet stores at Outlet Shopping at the O2 in South East London.

Outlet Shopping at The O2 has seen an uplift of 8% in Q1 2025 sales versus the same period in 2024 thanks to its slew of store openings. Earlier this year, Kate Spade, the fashion brand known for its playful leather goods and trinkets, also joined the shopping centre's lineup. The new 2,408 sq ft store on the outlet’s upper level is the brand's London outlet debut.

The 4,219 sq ft Jack & Jones store, located on the outlet’s upper level adjacent to Radley, has a focus on denim, while the 1,471 sq ft New Era store, also located on the outlet’s upper level, is stocking caps including licenced partnerships with teams across MLB, NFL, and NBA.

Tom Shutlar, Head of Retail at Jack & Jones, said: "The O2 has built a reputation synonymous with success and excitement, and this moment is a real celebration for Jack & Jones, as we enter the London outlet market in such an iconic location.

"We look forward to establishing our presence here and bringing our quality menswear to a new audience."

Louisa Dalgleish, Leasing Director at Outlet Shopping at The O2, commented: "Q1 has been an exciting time for Outlet Shopping at The O2, and our performance and leasing activity highlights this in more ways than one.

"We’ve continued to show that we are the go-to location for outlet debuts, providing an unmatched experience that puts customers at the heart.

"These new brands not only further extend our customer base and category offers but are a firm indicator of the opportunities we can provide here, being part of an unrivalled destination that continues to succeed year after year."

On the live show front, The O2 is looking ahead to an exciting second quarter in 2025, with arena performances scheduled from the likes of Sugababes, Chase & Status, Olly Murs, Tyler, The Creator, Kylie, and Usher, who kickstarted a 10-show residency at The O2 last weekend.