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‘Icon Outlet at The O2’ renames to streamlined ‘Outlet Shopping at The O2’

The O2 has today announced a revision of its outlet shopping brand identity, simplifying ‘Icon Outlet at The O2’ to ‘Outlet Shopping at The O2’.

Out Shopping at The O2 has reported successful results since its opening, in 2018. This year, the outlet is currently up by 17% on year-to-date net sales vs 2022, with categories such as sports and beauty up 33% and 25%.

By updating the name and brand architecture, the company solidifies the outlet’s intrinsic role in The O2’s comprehensive offering. The destination, owned and operated by AEG and Crosstree Real Estate Partners, has rebranded with a new, simplified logo – taking inspiration from The O2’s iconic tent.


Robbie Balfour, Marketing & Brand Director at The O2, commented: “This is an exciting moment for us as the transition to Outlet Shopping at The O2 symbolises the next phase of our journey as a destination and as a brand. Outlet shopping has played a key role in the success of The O2‘s unique proposition as a full day-out destination, and the revitalised name acknowledges how it has contributed to and evolved alongside The O2’s all-encompassing offer.

“Crucially, this streamlined brand architecture not only better enables outlet shopping to leverage the iconic, and well-known brand of The O2, but also simplifies things for our customers. Whilst the physical experience and customer journey won’t change, from a marketing perspective we will be delivering a more seamless blend between retail, leisure, and F&B.”

Outlet Shopping at The O2 opened its doors in 2018 and has since welcomed a string of premium-led offerings with the likes of Calvin Klein, Levi’s Ted Baker and Tommy Hilfiger.

The shopping destination also delivers a broad beauty and accessories line-up, with names such as Clarins, Claires, The Body Shop and The Cosmetics Company Store.

Read’s interview with the Managing Director of Outlet Shopping at The O2 here.

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