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The O2 simplifies brand architecture with ‘Outlet Shopping at The O2’

The O2 has changed its outlet shopping brand identity from ‘Icon Outlet at The O2’ to ‘Outlet Shopping at The O2’. Owned and operated by AEG… View Article

GENERAL MERCHANDISE NEWS

The O2 simplifies brand architecture with ‘Outlet Shopping at The O2’

The O2 has changed its outlet shopping brand identity from ‘Icon Outlet at The O2’ to ‘Outlet Shopping at The O2’.

Owned and operated by AEG and Crosstree Real Estate Partners, the leisure destination said the move has brought outlet shopping directly into The O2‘s brand family,

Outlet Shopping at The O2 has performed consistently well since its opening in 2018 and its net like-for-like sales in the year to date are currently up 17% on 2022. The confectionery, sports, and beauty categories have put in particularly strong performances with respective uplifts of 41%, 33% and 25%.

The brand refresh has also included Outlet Shopping at The O2 having a new, simplified logo that takes inspiration from The O2’s iconic tent.

Robbie Balfour, marketing and brand director at The O2, said: “This is an exciting moment for us as the transition to Outlet Shopping at The O2 symbolises the next phase of our journey as a destination, and as a brand. Outlet shopping has played a key role in the success of The O2‘s unique proposition as a full day out destination, and the revitalised name acknowledges how it has contributed to, and evolved alongside, The O2’s all-encompassing offer.”

Outlet Shopping at The O2’s line-up includes fashion and beaty brands such as Calvin Klein, Levi’s Ted Baker, Clarins and The Body Shop, as well as sports and athleisure brands Adidas, ASICS, and Nike.

Janine Constantin-Russell, managing director of the entertainment district & Outlet Shopping at The O2, said: “Outlet Shopping at The O2 reflects a natural evolution of varied offering at The O2, bolstered by the steadfast success of our retail teams, tenants, and overall customer satisfaction, and we are pleased to welcome in this next era of outlet shopping as it reaches its fifth year at the destination.”

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