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Sandra Halliday Published
June 7, 2025
Icon Outlet at the O2 has added an aspirational luxe name to its line-up with the opening of Joseph at the mall in Greenwich, South London.
The new store is Joseph’s only London outlet and joins a number of other premium labels, including Lacoste, Hugo Boss, Tommy Hilfiger, Calvin Klein, Ted Baker and Hackett.
The mall has been one of the most active in recent months as far as fashion brand openings are concerned.
Joseph opened a 1,427 sq ft store on the upper level of Icon Outlet on Friday, close to Tommy Hilfiger Kids and Sunglass Hut. The company said it feels “right at home alongside the premium brands under the roof of The O2”. The British contemporary fashion company now has a portfolio of 27 stores globally.
Meanwhile, Marion Dillon, Leasing Director for Icon Outlet, added: “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.”
That has come as the mall has upped its appeal as a ‘full day out’ destination. It’s signed more than 32,000 sq ft of new food and beverage brands to add to its existing diverse range of indoor dining facilities. And it has also increased its experiential offering with the recent open of Tikky Town.