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Superdry opens at Icon Outlet at the O2

Jeremy Lim
31 August 2022

Premium apparel brand Superdry has opened its second London outlet store, located at The O2's Icon Outlet.

Located on the upper level of Icon Outlet, the 3,541 sq ft store stocks the brand’s authentic apparel collection alongside a full range of accessories.

The new opening joins retail brands at the destination such as Adidas, Calvin Klein, Levi’s, and Tommy Hilfiger, and coincides with Icon Outlet and the Entertainment District’s continued strong performance as part of The O2’s full day-out destination offer.

Sales at Icon Outlet were up 54% over the August bank holiday weekend compared to 2019, with the Entertainment District posting similarly strong results. The success follows a consistently strong summer trading period, including a record-setting July.

Icon Outlet sales across the June, July and August period were up 28% versus 2019, while sales in the more than 30 restaurants, bars and leisure venues that comprise the Entertainment District increased 56% on 2019. In addition, footfall across the venue has grown by 28% versus 2019.

Danny Grimshaw, Head of Retail for UK, Ireland and Outlets at Superdry, commented on the opening: "As we are a British brand, it’s great to be opening in such an iconic shopping destination, which offers both incredible leisure and strong retail business. Icon Outlet at The O2 is the perfect location to expand Superdry’s UK outlet store collection, as well as increasing our presence within the capital."

Louisa Dalgleish, Leasing Director at Icon Outlet at The O2, added: "The opening of Superdry is another key milestone for Icon Outlet in 2022. It has been a pleasure to work closely with the team on this launch as the new store provides our dedicated and loyal consumers with yet another fantastic option for all occasions, as well as appealing to a younger demographic.

"It is great to see a brand like Superdry endorsing the importance of outlet locations, particularly off the back of such a strong summer trading period. There is no doubt Superdry will be a huge success, especially given its such prominent location in Icon Outlet."

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