Outlet Shopping at The O2, London’s best-performing outlet, and the adjacent Entertainment District, which is home to The O2’s F&B offer, delivered their strongest-ever sales performances in August since opening in 2018. Retail sales in the month grew by 11%, significantly ahead of the BRC’s UK average of just 0.7%, while F&B spend increased by 16% versus August 2025. Footfall also grew year-on-year, with a 5% increase compared to 2025.
The record-breaking performance was driven by three factors:
- A strong programme of live events at The O2, led by Ariana Grande’s European-exclusive sell-out residency for The Eternal Sunshine Tour;
- The continual evolution of the tenant mix across both destinations with the addition of in-demand brands, such as Søstrene Grene, Suit Direct, and Maki & Ramen, providing ever more choice for visitors;
- And the ability of The O2 to facilitate ‘social spending’ due to the unique mix of experiences available at the world’s most popular live entertainment, leisure, and retail destination.
For Outlet Shopping at The O2, standout categories included fashion and accessories, which celebrated uplifts in August sales of 26% and 31%, respectively, versus 2025. This has been bolstered by the likes of kate spade, Reiss, Lovisa, and Carvela, highlighting the continued strength, appeal, and building momentum behind the destination’s retail offer.
Alistair Wood, Executive VP of Real Estate & Development at AEG International, commented: “Summertime is always a strong period for The O2, with the school holidays coinciding with an impressive programme of high-profile events, but this August our performance has gone above and beyond. Combined sales at Outlet Shopping at The O2 and the Entertainment District grew by 15%, which is a significant step-up, both on last year and, perhaps more significantly, the UK as a whole.
“The O2’s unique ability to host major events alongside a diverse mix of dining, retail and leisure means visitors have more opportunities than ever to spend meaningful time together. We’re seeing this translate into a tangible performance uplift across the wider destination, which continues to demonstrate the strength of The O2’s integrated model.”
Combined with a total of 38,972 sq ft of tenant investment so far in 2026, Outlet Shopping at The O2 and the Entertainment District are increasingly the place to be for operators. This will be further boosted later this year with the opening of Guinness World Records’ debut leisure concept, which is a first for the capital.
