12 Dec 2023

Outlet Shopping at The O2 welcomes Under Armour's first outlet store in London, as sales surge during Black Friday weekend

Under Armour, the global sports apparel brand, has opened its London outlet debut store at Outlet Shopping at The O2, which is owned and operated by Waterfront Limited Partnership, a joint venture between AEG and Crosstree Real Estate Partners. The launch follows strong sales performance at the destination over the Black Friday weekend.


The new Under Armour store occupies 3,949 sq ft on Outlet Shopping at The O2’s lower level, situated next to anchor stores and fellow sportswear retailers, Nike, New Balance and adidas.  Designed under the brand’s new Factory House retail concept, and stocking an array of sportswear apparel, footwear and accessories, the opening is yet another prominent addition to the destination’s evolving retail offer and highlights the continual success and appeal of The O2 in securing sought-after retailers and London debuts.


The opening of Under Armour coincides with strong performance at the destination over Black Friday weekend (Friday 24th – Sunday 26th October), with Outlet Shopping at The O2  seeing a sales uplift of +27% vs the same period in 2022, bolstered by the recent openings of upsized stores for Calvin Klein and Levi’s, with the whole destination up +28%. Fashion and homeware sales were particularly strong, up +31% and +62% versus Black Friday weekend last year.


Louisa Dalgleish, Leasing Director at Outlet Shopping at The O2, commented: “Outlet Shopping at The O2 continues to raise the bar for what retail outlets can achieve, both in terms of a varied tenant mix and strong sales performance. Key to our success is ensuring that we’re listening to what our customers want and delivering on those standout brands and product categories – Under Armour is a case in point. This opening bolsters our already strong line-up of household name sportswear brands, and provides consumers with even more of the choice they have been seeking.”


In addition to the opening of Under Armour, Outlet Shopping at The O2 has also welcomed eyebrow and eyelash bar Better Brows to a kiosk unit on the upper level.  Founded in Leicester in 2011, Better Brows has expanded across the UK, providing beauty treatments through its extensively qualified therapists, from eyebrow tinting to waxing, threading and lash extensions.  Better Brows at The O2 marks its 13th location in the UK, and adds to the expanding health and beauty offering at Outlet Shopping at The O2, joining Clarins, The Cosmetics Company Store, Beauty Outlet, and Āatma Aesthetics, which opened earlier this year.




About Outlet Shopping at The O2

Discover one of London’s most exciting retail destinations, with Outlet Shopping at The O2. Open 7 days-a-week and located just 15 minutes from central London, Outlet Shopping at The O2 is home to over 60 designer brands with up to 70% off RRP all year round, including adidas, Calvin Klein, Clarins, Levi’s, Nike, Superdry, The Cosmetics Company Store, Tommy Hilfiger and more.


From the latest in athleisure, sharp tailoring, and footwear for every occasion, to must-have beauty products, statement accessories, homeware items and gifts, discover the best of Outlet Shopping across two spacious levels set amongst contemporary surroundings, all under the world-famous roof of The O2.


Plus, spend just £35 on outlet shopping and enjoy 4 hours free parking at The O2, the perfect excuse to explore everything else the world’s most popular live entertainment, leisure, and retail destination has to offer – including roofwalk attraction Up at The O2, interactive football experience TOCA Social, ‘gaming battleground’ BOOM BATTLE BAR, London’s first iFLY Indoor Skydiving, London’s largest cinema, Cineworld, and over 30 bars and restaurants.


Outlet Shopping at The O2 and the Entertainment District and are owned and operated by a joint venture between AEG Europe and Crosstree Real Estate. The O2 arena and Up at The O2 are separately owned and operated by AEG Europe.


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