8 June 2021

Luxury British fashion brand JOSEPH opens at Icon Outlet

Icon Outlet at The O2, London’s leading outlet shopping destination, has announced British contemporary design brand, JOSEPH, is the latest new retailer to open a store. The store which is JOSEPH’s only London outlet joins premium fashion brands including Lacoste, Hugo Boss, Tommy Hilfiger, Calvin Klein, Ted Baker and Hackett under The O2’s world-famous roof. Icon Outlet was recently ranked in the top 10 UK hotspots based on fashion brand openings over the last 12 months.


JOSEPH opened its 1427 sq ft boutique on the upper level of Icon Outlet on Friday, alongside Tommy Hilfiger Kids and Sunglass Hut, adding a key new location to the brand’s 27 strong global portfolio. The store stocks JOSEPH’s collection of luxury essentials, including contemporary and sophisticated women’s ready-to-wear, accessories and footwear.


Founded in 1966 by Joseph Ettedgui, the early champion of now-iconic design houses and emerging brands alike, Ettedgui created concept stores and inspired customers to appreciate the contemporary. The JOSEPH own label was launched in 1983, placing importance on luxury essentials and providing women with a complete modern wardrobe. JOSEPH continues to curate an edit of today’s most exciting iconic and emerging designers within their stores.


Lucy Taylor, Retail Director, JOSEPH, commented: “JOSEPH is known for its vision to create balance between fashion and a timeless wardrobe of luxury essentials and it will continue to define the style of the coming decades just as it did so powerfully in the past. We are delighted to have opened our only London outlet store at Icon Outlet and feel right at home alongside the premium brands under the roof of The O2.”


Marion Dillon, Leasing Director for Icon Outlet, added: “We are excited to welcome such an iconic British design label. JOSEPH perfectly complements our premium female fashion and lifestyle offering at Icon Outlet. We have seen strong consumer demand since reopening and the continued growth of our brand mix is attracting increasingly affluent customers from across London and the home counties.”


The opening follows the news that The O2 has signed over 32,000 sq ft of new F&B brands adding to the diverse range of indoor dining facilities with more than 30 bars and restaurants on offer. Those guests looking for a full day out destination offer can also experience trampolining at Oxygen Freejumping, ten-pin bowling with Hollywood Bowl, the latest films at Cineworld (London’s largest multiplex cinema with 19 screens), and immersive experiences with Selfie Factory and recent opening Tikky Town – both offering social media feed friendly photo and video opportunities.


In response to the demand since reopening, Icon Outlet has extended trading hours to 10am - 7pm Monday to Thursday, 10am - 8pm on Friday and Saturday, and 11am - 6pm on Sundays. Centrally located, The O2 is just 15-minutes from central London by tube, road or Uber Boat by Thames Clippers and ample car parking space is available.


CWM acted for Icon Outlet.