Icon Outlet signs up New Balance

By

Sandra Halliday

Published
Oct 1, 2019

The Icon Outlet at The O2 mall has signed up New Balance as its latest tenant with the brand set to take 2,700 sq ft of space in the 210,000 sq ft premium urban outlet.

The new store is due to open later this month on the lower level of the mall and will include the label’s casualwear offer as well as the trainers for which it’s best known.

Speaking on behalf of mall developers AEG and Crosstree, Marion Dillon, who’s Leasing Director for Icon Outlet, said: “Activewear is a trend-led category that attracts high volumes of diverse consumers, so we are pleased to announce New Balance is joining our line-up.”

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The mall already has other complementary tenants including Nike, Adidas and Asics. Nike and Asics joined during the summer, along with outdoor brand Regatta, which makes the location something of a destination for sports and leisure labels.

Such brands seem to strike a chord with outlet-focused shoppers with the London Designer Outlet (LDO) mall on the other side of the city also seeing a strong response to its sports footwear tenants.

Outlet malls are a major success story in UK retail at present. Destinations such as Bicester Village are major tourist spending hubs while malls like LDO and Icon Outlet have benefited from being attached to key leisure venues, the latter being right next door to the O2.