Outlet Shopping at The O2, previously known as Icon Outlet, has reported a “strong” first half as a result of new store openings and concerts driving footfall.

The O2 - External - by Luke Dyson

Outlet Shopping at The O2 saw sales up by 10% during the first half 

Sales during the period from January to June this year were up 10% across the destination, including the entertainment district, while footfall across The O2 as a whole was up by 15.5%.

Sales specifically at Outlet Shopping increased by 15%, which it credited to recent openings from the likes of Castore and All Good Things, both making their outlet debuts during the period. 

Soletrader also opened a new outlet store at the destination last week.

Outlet Shopping hailed the success of beauty during the period, which saw sales growth of 23%, with brands including The Cosmetics Company Store offering customer favourites including Jo Malone, Clarins and The Ordinary.

Sportswear also exceeded expectations, with Castore, Nike, Adidas and Under Armour helping growth in the category increase by 33%.

During the first half, The O2 arena welcomed performances by The 1975, Girls Aloud and Take That, with artists including Justin Timberlake, The Killers and Peter Kay set to perform during the second half of the year.

The outlet hailed the success of these “show-stopping” events in driving footfall and helping it to confirm its position as a “leading retail and leisure destination”.

Managing director Janine Constantin-Russell said: “2024 has been a fantastic year so far. The destination is firmly established among Londoners and visitors to the capital alike, with the unique totality of our offer having huge appeal.

“This is not only leading to really strong and sustained performance across a range of key performance metrics, but is driving demand among brands too.

“They are recognising the importance of ‘social spending’ and that The O2 is the perfect place to facilitate it.

“Looking ahead to the next six months, we will continue to evolve our offer, signing exciting new brands, adding even more engaging experiences and ensuring The O2 remains London’s favourite place to bring people together, with all the positive impact on performance that brings.”