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VISIT luxury sample sales to launch at ICON Outlet at The O2

Tom Bottomley
22 May 2019, the innovative luxury sample sales company which currently has a space on Regent Street – working with brands including Erdem, Helmut Lang, Mulberry and Stella McCartney - is to launch a new 3,400 sq ft space at The O2’s ICON Outlet. will host its first invite-only retail event at ICON Outlet in June, though it’s as yet unconfirmed which brands and designers will feature at the new space, and when. It only opens during sample sale events – increasing demand from its designer fashion hungry fans.

The company collaborates with the world’s most renowned fashion houses and accessories brands to distribute samples and overstock at up to 80% off RRP, to their loyal and rapidly expanding community of members. has an extensive strong private database of members and over 1000 members RSVP for any given event. A customer can register to become a member for free on the website,, and they will then receive exclusive email invitations to the sample sales.

It invites members to shop its fully stocked sales in a high-finish retail environment. The exclusive offers will draw in brand followers to ICON Outlet. Showcase already has 4,900 followers on Instagram. Only those who are invited, or have registered With, can attend the sample sales.

Katie Holland, CEO of, says: “We know our exclusive luxury sample sale events will be popular with the premium outlet’s audience and look forward to launching our first event. I think our events will complement and enhance the fashion offer, now available at the world’s number one entertainment venue.” launched its first dedicated venue in October 2018 at 12 Regent Street, however has been hosting events since 2017. It offers brands a variety of different tiers of sales, starting with basic venue hire for discreet and private sale days all the way through to a 100% fully managed sale.

Speaking on behalf of AEG and Crosstree, Marion Dillon, leasing director for ICON Outlet, comments: “Showcase’s offer of exclusive sales with leading retail brands will appeal to our varying demographic whilst drawing in new brand advocates.”

The new signing comes as it has also been revealed that sportswear brands Nike and adidas are set to join the retail offer at the ICON Outlet. Dillon adds: “The signing of Nike and adidas add even more appeal to our existing offer of global retailers and premium trend-led fashion at ICON Outlet. Both of these international market-leading brands are set to open in the summer, and will stock their popular lines of footwear, sportswear and activewear.”

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