Luxury homeware brand Murmur has chosen Icon Outlet at The O2 for its first ever mainland UK store. It already has a store at The Boulevard in Northern Ireland.
The 1,63sq ft store, which is set to open soon, will be located on Icon Outlet’s upper ground level, featuring a comprehensive range of bed linen, towels, throws and cushions, accessories, home fragrance and gifting options.
Elise Nicholson, retail director at Murmur, said: “Icon Outlet at The O2 is an iconic location with a desirable catchment and we are excited to finally break into the bricks-and-mortar market at a destination which spearheads brand ambition and offers consumers a unique experience they cannot find anywhere else in London. At Murmur, we are incredibly proud of our high-quality products, and believe the visitors to Icon Outlet will enjoy our premium collection of homeware.”
Louisa Dalgleish, leasing director at Icon Outlet at The O2, added: “Murmur’s upcoming opening is the perfect next step in further diversifying the tenant offering at Icon Outlet for our domestic and international visitors. As consumer demand for affordable premium homeware continues to rise, we are delighted that Murmur has chosen Icon Outlet for their first ever store in the mainland UK. With their unrivalled design and presentation of uncomplicated luxury, Murmur’s collection reflects our customer-base and we are looking forward to welcoming them to The O2.”
The signing of Murmur at Icon Outlet follows the news that Superdry is also set to open at the shopping destination later this year.