Superdry to open at Icon Outlet at The O2

By

Sandra Halliday

Published
Jul 28, 2022

The strength of the outlets sector continues to be underlined by a raft of big-name signings and the latest is Superdry, which is to take a store at the icon Outlet at The O2 mall in Greenwich, London. 

Joining over 60 retail brands at the mall, it will open in late August in a 3,541sq ft space on the upper level. It will carry the brand’s full offer of casualwear.

The label’s arrival will add to the existing complement of labels offering premium casualwear such as Tommy Hilfiger, Gant, and Hackett.

The operators of the mall said the Superdry debut will come “at an opportune time, with Icon Outlet celebrating record-setting performance figures, with June boasting the biggest week of 2022 sales and like-for-like yearly sales up 5% on 2019 and 67% on 2021”.

Outlet malls have proved particularly popular in recent years and those connected to major entertainment and leisure centres (such as Wembley’s London Designer Outlet) have benefited more than most.

Sports events and concerts that draw in massive numbers of consumers often mean spiking footfall and sales at the attached outlet malls. And the busy programme at The O2 is likely to provide a steady stream of shoppers to the new Superdry store at Icon Outlet.