Under Armour makes London outlet debut at The O2

Under Armour has opened its debut London outlet store at Outlet Shopping at The O₂, following strong sales performance at the centre over the Black Friday weekend.

The sports apparel brand has taken a 3,949 sq ft unit on the scheme’s lower level, joining fellow sportswear retailers Nike, New Balance, and Adidas.

Under Armour at The O₂ has been designed under the brand’s new ‘Factory House’ retail concept, and offers a range of apparel, footwear, and accessories.

Also joining the scheme is eyebrow and eyelash bar Better Brows, which has opened its 13th UK location. It joins The O₂‘s health and beauty offering which includes Clarins, The Cosmetics Company Store, Beauty Outlet, and Āatma Aesthetics, which opened earlier this year.

The retailer’s arrival follows strong performance at Outlet Shopping at The O₂ over the Black Friday weekend, with sales increasing by 27% compared to the same period in 2022. The centre benefitted from new arrivals including Calvin Klein and Levi’s, with total sales at The O₂ up by 28%.

Louisa Dalgleish, leasing director at Outlet Shopping at The O₂, said: “Outlet Shopping at The O₂ continues to raise the bar for what retail outlets can achieve, both in terms of a varied tenant mix and strong sales performance. Key to our success is ensuring that we’re listening to what our customers want and delivering on those standout brands and product categories – Under Armour is a case in point. This opening bolsters our already strong line-up of household name sportswear brands, and provides consumers with even more of the choice they have been seeking.”