Icon Outlet at The O2, developed by AEG and Crosstree Real Estate Partners, has announced the signing of the premium apparel brand, Superdry, adding to the destination’s line up of over 60 premium retail brands.

Located on Icon Outlet’s Upper Level, Superdry’s 3,541sq ft store, will open in late August, stocking the brand’s authentic apparel collection, including T-shirts, tops, hoodies, sweatshirts, knitwear, jeans, loungewear and a full range of accessories. The brand will sit comfortably alongside similar leading retail names, such as Hackett, Gant and Tommy Hilfiger, which have proved successful additions to Icon Outlet’s diverse retail offering.

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Since Superdry’s establishment in 1985, the brand has evolved in line with global style trends, including a fusion of iconic vintage Americana with high-impact Japanese graphic imagery throughout their lines. Superdry has significant regional presences globally, and their Icon Outlet location will add to over 740 stores in 61 countries. The brand’s arrival at the destination has 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.

Louisa Dalgleish, Leasing Director at Icon Outlet at The O2, added: “We are extremely pleased to be welcoming Superdry to Icon Outlet, a brand that really understands the value of outlet stores and their important place within the customer and product journey. Complementing our other premium stores, Superdry’s upcoming opening will further cement Icon Outlet’s position as London’s leading outlet shopping destination. We are confident that Superdry’s ability to constantly evolve and deliver style, will be met with huge popularity amongst our guests who seek affordable, high-quality products.”

CBRE represented Icon Outlet at The O2 and Superdry dealt direct.

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