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Superdry launches new store at Icon Outlet at The O2

The Superdry fashion brand has joined the line-up at London’s Icon Outlet at The O2. The opening coincides with a record-breaking summer trading period for both… View Article

FASHION RETAIL NEWS UK

Superdry launches new store at Icon Outlet at The O2

The Superdry fashion brand has joined the line-up at London’s Icon Outlet at The O2.

The opening coincides with a record-breaking summer trading period for both Icon Outlet and The O2’s Entertainment District.

The 3,541 square foot store on the centre’s upper level is Superdry’s second outlet shop in London. Other brands with a presence at the scheme include the likes of Adidas, Calvin Klein, Levi’s, Nike, and Tommy Hilfiger.

Superdry has over 740 stores in 61 countries.

Danny Grimshaw, head of retail for UK, Ireland and outlets at Superdry, said: “As we are a British brand, it’s great to be opening in such an iconic shopping destination, which offers both incredible leisure and strong retail business. Icon Outlet at The O2 is the perfect location to expand Superdry’s UK outlet store collection, as well as increasing our presence within the capital. We are continually determined to allow more people, in even more destinations, to access our brand.”

New figures have revealed that Icon Outlet’s sales rose by 54% over the August bank holiday weekend compared to 2019 and the O2’s Entertainment District has posted similar results. The success follows a consistently strong summer trading period at Icon when sales in June, July and August were up 28% versus 2019.

Louisa Dalgleish, leasing director at Icon Outlet at The O2, added: “The opening of Superdry is another key milestone for Icon Outlet in 2022. It is great to see a brand like Superdry endorsing the importance of outlet locations, particularly off the back of such a strong summer trading period. There is no doubt Superdry will be a huge success, especially given its such prominent location in Icon Outlet.”

The news follows the recent opening of a Murmur store at Icon Outlet which is the bedding brand’s first ever outlet shop.

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