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Icon Outlet at The O2 sees record-setting August sales

Tom Shearsmith
20 September 2021

Icon Outlet at The O2 has revealed it experienced a record-setting August across three key metrics compared to the same month in 2019.

Sales increased by 24%, average transaction value grew by 11%, and footfall rose by 10% versus the same period in August 2019.

Outlet shopping locations have performed consistently well over the last 18 months compared to high street retail, taking advantage of off-season stock and large destinations.

The record-setting performance at Icon Outlet has been driven by the continued enhancement of Icon Outlet’s offer, with five new brands joining over the last year. These include Hugo Boss, Joseph and Next Outlet.

The strength of the results makes August 2021 the third best trading month at Icon Outlet since it opened in October 2018 with sales also up +22% on a like-for-like basis.

Icon Outlet’s performance has also been mirrored across the rest of The O2. The Entertainment District, which hosts over 30 bars and restaurants, experienced a 41% increase in net sales compared to August 2019. The uplift was driven both by the growing appeal of Icon Outlet, the return of live events as well as The O2’s leisure offering.

Janine Constantin-Russell, Managing Director of Icon Outlet and Entertainment District at The O2, commented: “The significant growth in sales, average transaction values and footfall demonstrates that Icon Outlet is out-performing retail as a whole across London. Icon Outlet is now firmly established as London’s premium outlet shopping destination and is complemented by the rest of the offer at The O2.

“The results are also a testament to the close working relationships Icon Outlet enjoys with its brands. With more names set to join our line-up we are confident Icon Outlet and The O2 will continue to out-perform by providing a unique full day out destination experience in London attracting visitors from increasing distances.”

Last year, TheIndustry.fashion took a look Icon Outlet at The O2:

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