Icon Outlet posts a successful 2021

Icon Outlet, London’s outlet shopping destination, and The O2’s Entertainment District are celebrating strong results in 2021, across the key metrics of performance, new brand signings and openings, and consumer engagement.

Since reopening in April last year, Icon Outlet reported an increase of 5% like-for-like sales compared to 2019 as well as weekly average sales up 17.5%. 

In addition, fashion and sports category sales alone have grown by 10%. 

The O2’s Entertainment District, which reopened in May, delivered it’s strongest line-up of restaurants to date and reported footfall and sales continuing to deliver month-on-month growth.

Janine Constantin-Russell, managing director of Icon Outlet and the Entertainment District at The O2, said: “We are proud that 2021 was such a successful year for retail, dining and leisure at The O2.  Our strong performance throughout the year since reopening reflects the evolution and enhancement of our offer, resulting in an increase in footfall 5% growth in like for like sales.”

2021’s strong performance was boosted by the leasing activity across the destination. Brands including JOSEPH, Clarins, and Lids joined Icon Outlet, while the Entertainment District welcomed Marugame Udon, Gordon Ramsay’s Street Burger, German Doner Kebab and Trapdoor. 

The Entertainment District’s leisure offer has been enhanced with a series of openings, including the debut of TOCA Social, the world’s first football and dining experience, and BOOM BATTLE BAR.  Combined, the new additions to Icon Outlet and the Entertainment District total 74,000 sq ft.

Constantin-Russell added: “The new additions to our line-up reinforce our position as London’s leading day-out destination where customers can shop, eat and play all under one roof as we continue to attract both new and returning customers.  Icon Outlet and the Entertainment District are in a strong position to deliver another high performing year.”

For 2022, The O2 has plans with the arena events diary looking strong, with Stormzy, Dua Lipa, Queen & Adam Lambert, and Billie Eilish all performing, new restaurants set to open, new retailers being introduced, and the celebration of the venue’s 15th birthday.  

CWM is the retail leasing agent for Icon Outlet with Lunson Mitchenall leading on the food and beverage leasing.  

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