ICON Outlet at The O2 - LAUNCH

‘ICON Outlet set to transform The O2, as new premium shopping outlet announces October launch’

At 10am on Saturday 20th October the first phase of ICON Outlet, a new 210,000 sq.ft urban outlet will open its doors, located under the iconic tented roof of the world’s most popular music and entertainment venue – The O2.

Showcasing the ‘Best of British’, ‘Global fashion’, ‘Beauty and accessories’, ‘Sports and lifestyle’ and ‘Urban dining’, ICON Outlet will welcome a variety of premium brands all at accessible outlet prices.

Recently announced additions include Cheaney Shoes, Hobbs, Phase Eight, Cath Kidston, G-STAR Raw, James Lakeland, Tateossian, Gap, The Cosmetics Company Store, Lindt, Rolling Luggage, and The Body Shop. They will join Hackett, Ted Baker, Guess, Gant, Crew Clothing, Jack Wills, Kurt Geiger, Aspinal of London, Levi’s, Pepe Jeans, Clarks, Skechers and others in making their debut at the iconic venue.

William Church, Joint-Managing Director at Cheaney Shoes, said: “The vision for ICON Outlet provides an incredible opportunity for us to extend our brand into a new retailing concept. The highly accessible location of ICON Outlet at The O2 gives us an opportunity to reach a new market so far not served by our existing Cheaney shops. ICON Outlet’s focus on the experience also has great synergy with the Cheaney brand, and we will create a new design concept for our debut outlet store that befits its setting at The O2.”

The development maximises the previously unused space at The O2 and will offer premium shopping alongside world class entertainment, bars and restaurants – all under one roof. The expansion will also see the addition of a further 8 cinema screens taking the total to 19, and the opening of an Oxygen Freejumping trampoline park.

Whilst common in continental Europe and the US, urban outlets are a relatively new concept in this country as outlets tend to be located outside of major city centres. They combine the choice, convenience and value of online shopping with the inspiration and engagement of the very best of physical retail. Their breadth of offer is also easily accessible to large numbers of consumers through excellent transport links.

ICON Outlet is just 15-minutes from central London and served by the Jubilee Line, MBNA Thames Clippers and the Emirates Air Line. The highly accessible shopping destination is predicted to be the capital’s next premium shopping hub as it launches its first stage of the development ahead of the countdown to Christmas.