The record-setting performance has been driven by the continued enhancement of Icon Outlet’s offer, with five new brands joining over the last year. These include BOSS, JOSEPH and Next Outlet. The strength of the results makes August this year the third best trading month at Icon Outlet since it opened in October 2018 with sales also up +22% on a like-for-like basis.
Icon Outlet’s performance has also been mirrored across the rest of The O2. The Entertainment District, which hosts over 30 bars and restaurants and the recently opened debut of TOCA Social, experienced a 41% increase in net sales compared to August 2019. The uplift was driven both by the growing appeal of Icon Outlet, the return of live events as well as The O2’s impressive leisure offering, which includes everything from London’s largest cinema, Cineworld, to Oxygen Freejumping trampoline park and Hollywood Bowl; all key attractions drawing in visitors throughout August.
This summer also saw Gordon Ramsay’s Street Burger open its doors and the momentum is set to continue with the addition of several new leisure and dining experiences later this year, such as Boom: Battle Bar, Soukra and Marugame Udon.
Janine Constantin-Russell, MD of Icon Outlet and the Entertainment District at The O2, commented: “The significant growth in sales, average transaction values and footfall demonstrates that Icon Outlet is out-performing retail as a whole across London. Icon Outlet is now firmly established as London’s premium outlet shopping destination and is complemented by, the rest of the offer at The O2.
“The results are also a testament to the close working relationships Icon Outlet enjoys with its brands. With more names set to join our line-up we are confident Icon Outlet and The O2 will continue to out-perform by providing a unique full day out destination experience in London attracting visitors from increasing distances.”
The O2 is the world’s most popular music, entertainment, and leisure venue, hosting over 200 events per year in the arena and home to Icon Outlet, one of London’s most exciting retail destinations with up to 70% off 60 superstar brands. The O2 is also home to a second venue, indigo at The O2; Up at The O2, a climbing experience across the famous roof.
