Outlet Shopping at The O2 hails strongest-ever August
Outlet Shopping at The O2 and the adjacent Entertainment District in London have recorded their best-ever August sales period since opening in 2018.
During the period, the destination saw an increase in retail sales of 11%, ahead of the British Retail Consortium’s recorded average of 0.7%, while food and beverage spend increased by 16% compared to 2025.
Footfall also grew year-on-year, with a rise of 5%.
The O2 said this performance was facilitated by three main factors, including a sell-out tour by pop star Ariana Grande, the evolution of the tenant mix – which has seen the arrivals of brands such as Søstrene Grene, Suit Direct, and Maki & Ramen – and the ability of The O2 to enable ‘social spending’ due to the mix of experiences available at the destination.
At Outlet Shopping at The O2, standout categories included fashion and accessories, which recorded increases in August sales of 26% and 31%, respectively, versus 2025. These categories were bolstered by new arrivals including Kate Spade, Reiss, Lovisa, and Carvela.
Alistair Wood, executive vice president of real estate and development at AEG International, said: “Summertime is always a strong period for The O2, with the school holidays coinciding with an impressive programme of high-profile events, but this August our performance has gone above and beyond. Combined sales at Outlet Shopping at The O2 and the Entertainment District grew by 15%, which is a significant step-up, both on last year and, perhaps more significantly, the UK as a whole.
“The O2’s unique ability to host major events alongside a diverse mix of dining, retail and leisure means visitors have more opportunities than ever to spend meaningful time together. We’re seeing this translate into a tangible performance uplift across the wider destination, which continues to demonstrate the strength of The O2’s integrated model.”