Aug 31, 2022
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Superdry expands outlet locations with Icon Outlet at The O2 anchor store

Aug 31, 2022

Icon Outlet at The O2 continues to attract high-profile fashion brands. Superdry has opened a 3,541 sq ft anchor store at its popular London shopping destination.


Superdry's newIcon Outlet at The O2 store

The upper-level store forms part of the brand’s expansion in the outlet sector, with the new opening marking the brand’s second outlet store in London and joining Adidas, Calvin Klein, Levi’s, Nike and Tommy Hilfiger at the destination.

The new store stocks the brand’s apparel collection alongside a full range of accessories, “further diversifying the destination’s retail line-up”, noted Icon Outlet owner/manager AEG and Crosstree Real Estate Partners.


Danny Grimshaw, Head of Retail for UK, Ireland and Outlets at Superdry, said: “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. We are continually determined to allow more people, in even more destinations, to access our brand.”

The opening coincides with a “record-breaking summer trading period” across The O2’s Entertainment District and Icon Outlet, the owners noted.

Sales at Icon Outlet were up 54% over the August bank holiday weekend versus 2019, with the wider Entertainment District posting similarly strong results.  Across the June, July and August period, Icon Outlet sales were up 28% versus 2019.  Overall, footfall across the venue has grown 28% versus 2019.

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 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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