ICON Outlet at the O2 nears completion

ICON Outlet, the new 210,000sqft ‘urban outlet’ at the O2 in London, opens its doors on Saturday 20 October.

Focusing on five main areas – ‘best of British’, ‘global fashion’, ‘beauty and accessories’, ‘sports and lifestyle’ and ‘urban dining’ – the new shopping centre will feature a number of premium brands, including Ted Baker, Hobbs, Cath Kidston, Levi’s, Hackett, Jack Wills and Clarks, at affordable outlet prices.

The new shopping centre joins an Oxygen Freejumping trampoline park and a larger Cineworld cinema, with venue operator AEG expecting up to an extra 5m visitors annually to the O2 – already the world’s most popular live entertainment venue – following the completion of the work.

William Church, joint managing director at Cheaney Shoes, which will have a shop in ICON Outlet, says: “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 O2 was once again the most-visited live venue in the world in 2017, selling some 300,000 more tickets than its nearest competitor, New York’s Madison Square Garden.

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