Murmur to open first store at Icon Outlet

Icon Outlet at The O2 has announced the signing of luxury homeware brand Murmur, marking its first-ever London outlet store.

Based in Northern Ireland, Murmur aims to create high quality home décor and fragrance, including a range of candles and diffusers.

The new store is set to open in early August 2022 and will be located on Icon Outlet’s upper ground level, featuring a range of home fragrance, bed linen, towels, throws, cushions, accessories and gifting options.

Described by Murmur, the space will be designed with a purist approach to relaxed living and allude to its inspiration taken from the soft Irish landscape.

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."

Louisa Dalgleish, Leasing Director at Icon Outlet at The O2, said: “Murmur’s upcoming opening is the perfect next step in further diversifying the tenant offering at Icon Outlet for our domestic and international visitors. 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 follows the news that Superdry is also set to open at Icon Outlet later this year.