Under Armour opens first outlet store in London

American sportswear brand Under Armour has opened its first-ever outlet store in London at The O2, following a surge in Black Friday sales last month. 

The new store occupies 3,949 sq ft on Outlet Shopping at The O2’s lower level, situated next to anchor stores and fellow sportswear retailers, Nike, New Balance and Adidas.

Designed under the brand’s new Factory House retail concept, the space stocks an array of sportswear apparel, footwear and accessories.

The opening coincides with "strong" performance at Outlet Shopping at The O2 over Black Friday weekend, with the destination seeing sales rise 27% against the same period in 2022.

Fashion and homeware sales increased 31% and 62% respectively, compared to Black Friday weekend last year.

Louisa Dalgleish, Leasing Director at Outlet Shopping at The O2, said: "Outlet Shopping at The O2 continues to raise the bar for what retail outlets can achieve, both in terms of a varied tenant mix and strong sales performance.

"Key to our success is ensuring that we’re listening to what our customers want and delivering on those standout brands and product categories – Under Armour is a case in point.

"The opening bolsters our strong line-up of household name sportswear brands, and provides consumers with even more of the choice they have been seeking."