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Nigel TAYLOR Published
August 20, 2025
It might not be the biggest ever name change in retail but the Icon Outlet at The O2 mall has taken a key step and become Outlet Shopping at The O2. For its owners, it's all about simplification and a focused identity.
The change allows the Greenwich Peninsular-based outlet shopping mall in southeast London to “closely align” with the adjoining O2 music/entertainment venue, owner/operator AEG and Crosstree Real Estate Partners said.
“The recent brand alignment recognises the intrinsic role outlet shopping plays in [our] comprehensive offering, helping to reduce the ‘either/or’ choices customers have to make with dining, entertainment, socialising and shopping all available under one iconic roof”, it explained.
With it comes a new, simplified logo, “taking inspiration from The O2’s iconic tent, creating a distinctive asset for use in marketing communications and across the venue” with all signage and way-finding updated as part of the project.
Following “five stellar years of success” it brings outlet shopping directly into The O2’s brand ‘family’ “to consolidate its position as the world’s most popular live entertainment, leisure and retail destination”, it added.
It noted that half-decade retail performance has seen “consistently strong results”. The outlet is currently up 17% year-to-date on a like-for-like basis verses 2025, with categories such as sports and beauty up 33% and 25% respectively.
Robbie Balfour, Marketing & Brand Director at The O2, said: “The transition… symbolises the next phase of our journey as a destination, and as a brand. Outlet shopping has played a key role in the success of [our] unique proposition as a full day out destination, and the revitalised name acknowledges how it has contributed to, and evolved alongside, The O2’s all-encompassing offer.
“Crucially, this streamlined brand architecture not only better enables outlet shopping to leverage the iconic, and well-known brand of The O2, but also simplifies things for our customers. Whilst the physical experience and customer journey won’t change, from a marketing perspective we will be delivering a more seamless blend between retail, leisure, and F&B.”