Icon Outlet signs Murmur for debut London site
Luxury homeware brand Murmur is to launch its first ever London outlet store at Icon Outlet at The O2 early this month.
Spanning 1,637 square feet, the shop will be situated on the centre’s upper ground level and will sell a range of bed linen, towels, throws and cushions, accessories, home fragrance and gifting items.
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.”
The news follows the signing of premium apparel brand Superdry at Icon for a store that is due to open later this year.
Louisa Dalgleish, leasing director at Icon Outlet at The O2 added: “As consumer demand for affordable premium homeware continues to rise, we are delighted that Murmur has chosen Icon Outlet for their first ever store in the UK. 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.”
