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Published
Jan 10, 2022
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Icon Outlet sees strong trading since reopening

Published
Jan 10, 2022

London shopping destination Icon Outlet, said Monday it’s looking forward to a successful 2022 after “celebrating strong results in 2021”.


Joseph/Icon Outlet


The centre, which is part of the wider O2 Entertainment District situated on the Greenwich peninsular, said those strong results were achieved “across the key metrics of performance, new brand signings and openings, and consumer engagement”.

Since reopening in April last year, Icon Outlet has seen an increase of 5% like-for-like sales compared to 2019 as well as weekly average sales up 17.5%. 

In addition, it highlighted that fashion and sports category sales alone grew 10%.

It also cited a “continued growth of more affluent shoppers” visiting Icon Outlet. Quoting research from CACI, it said the ‘Affluent Achievers and Comfortable Communities Acorn’ groups accounted for 58% of visitors during Q3 2021, "which translates above the levels of this visiting in the previous quarter and during the same period in 2019”.

And it added that Icon Outlet established itself as a ‘must visit’ destination for domestic tourists spending time in the capital, with 59% of visitors between August and October 2021 living outside its catchment area. This compares to 24% during the same period in 2019.

Janine Constantin-Russell, managing director of both Icon Outlet and the Entertainment District at The O2, said: “Our strong performance throughout the year since reopening reflects the evolution and enhancement of our offer, resulting in an increase in footfall.”

She noted 2021’s “strong performance was boosted by the impressive leasing activity across the destination” including Joseph, Clarins, and Lids joining Icon Outlet.

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