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Icon Outlet has ‘record’ Boxing Day as it reveals strong Christmas figures

Published
today Jan 13, 2020
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Icon Outlet at the O2 enjoyed a strong increase in footfall and like-for-like sales during the holiday period, with strong growth across the beauty, footwear and fashion categories.


Icon Outlet


The 210,000 sq ft premium outlet centre said on Monday that like-for-like sales grew by 39% during the period from 23 December to 5 January, while footfall was up 34%.

The destination houses an international set of brands including Nike, Adidas, New Balance, Tommy Hilfiger, and Beauty Outlet. Meanwhile, designer and upmarket names like Paul Smith, Reiss, Hackett and Theory are stocked in sample sale company Showcase.

Shoppers turned to Icon Outlet to grab bargains across various segments, with beauty stores outperforming the rest with a 71% increase in like-for-like sales. Accessories also performed well, up 52%, as well as footwear (up 39%) and fashion (up 33%).

The food and leisure element available at the centre helped deliver good results. Food and beverage sales in the Entertainment District at The O2 increased by 33% year-on-year, and overall sales for 2019 jumped 10%. 

Additionally, the outlet centre said Boxing Day “far exceeded expectations”, setting a new record day for the shopping destination.

Managing director of Icon Outlet Janine Constantin-Russell, commented: “We are delighted Christmas has been such a huge success and that we welcomed so many customers. 

“Many chose to make a day-out destination visit to The O2 for outlet shopping at our premium brands, whilst also enjoying our enhanced experiences, including live music and performances, free gift wrapping, home delivery and our free parking incentives.”

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