London destination The O2 has announced a revision of its outlet shopping brand, simplifying ‘Icon Outlet at The O2’ to ‘Outlet Shopping at The O2’.
The change in name aims to closely align the famous London venue’s outlet shopping brand, which is owned and operated by AEG and Crosstree Real Estate Partners, with the wider destination offering at The O2.
Outlet Shopping at The O2 will now have a new, simplified logo, taking inspiration from The O2’s iconic tent, and creating distinctive assets for us in marking communications.
The decision comes after five years of success for The O2’s retail offering and bringing together outlet shipping directly into The O2‘s brand ‘family’ is the latest move in the destination’s efforts to consolidate its position as “the world’s most popular live entertainment, leisure and retail destination”.
It follows the strong performance of the Outlet Shopping at The O2 (formerly Icon Outlet at The O2) since its opening in 2018.
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The outlet has reportedly been up 17% on like-for-like year-to-date net sales from 2022, with categories such as confectionery, sports, and beauty up 41%, 33% and 25% respectively.
This success can be partly attributed to the multiple brands offered at the outlet, including premium-led offerings of the likes of Calvin Klein, Levi’s and Tommy Hilfiger, but also household names including The Body Shop, Clarins and Claires.
“It was quite simply, the natural next step in a journey that can be traced back to the introduction of outlet shopping to The O2 in 2018,” said The O2 marketing and brand director Robbie Balfour in an exclusive interview with MB.
“Crucially, this streamlined brand architecture not only better enables outlet shopping to leverage the iconic, and well-known brand of The O2, but also simplifies things for our customers.
“Whilst the physical experience and customer journey won’t change, from a marketing perspective we will be delivering a more seamless blend between retail, leisure, and F&B,” he added.
Entertainment District and Outlet Shopping at The O2 managing director Janine Constantin-Russell added: “The O2 is a destination which never sits still but rather it continues to develop and evolve, accelerated in recent years with the addition of outlet shopping.
“Outlet Shopping at The O2 reflects a natural evolution of varied offerings at The O2, bolstered by the steadfast success of our retail teams, tenants, and overall customer satisfaction, and we are pleased to welcome this next era of outlet shopping as it reaches its fifth year at the destination,” she concluded.
