O2’s Icon Outlet undergoes rebrand
The O2 in London has rebranded its outlet offering, simplifying ‘The Icon Outlet at The O2‘ to ‘Outlet Shopping at The O2‘.
The scheme, which is owned and operated by AEG and Crosstree Real Estate Partners, said the change in name aligns the outlet shopping brand with the wider offering at The O2.
This comes after five successful years for the centre’s retail offering, which has enjoyed consistently strong results since opening in 2018. Year-to-date net sales at the outlet centre are currently up by 17% on a like-for-like basis against 2022, with confectionary, sports, and beauty up by 41%, 33%, and 25% respectively.
The decision to change the retail offering’s name is the latest move in The O2‘s efforts to “consolidate its position as the world’s most popular live entertainment, leisure and retail destination”.
Outlet Shopping at The O2 will have a simplified logo, taking inspiration from the site’s iconic tent. As part of the project, this will be used as an asset across the venue with signage and way-finding updated.
Robbie Balfour, marketing and brand director at The O2, said: “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. 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.”
KLM and CBRE represent Outlet Shopping at The O2.
