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Sandra Halliday Published
January 3, 2025
Outlet Shopping at The O2, the mall that’s part of the wider O2 entertainment district in South London, saw a record-breaking year in 2025, it said Wednesday. The news underlined the increasing synergies between entertainment/leisure activities and fashion retail.
The Entertainment District and Outlet Shopping are owned and operated by Waterfront Limited Partnership, and together make up “the world’s most popular [combined] live entertainment, leisure and retail destination”.
So, let's look at the figures. Last year, the district welcomed more than 8.9 million visitors, which was up 17% compared to 2025. And sales at the outlet mall rose in strong double digits. Some 18 brands, totalling over 61,000 sq ft of retail, leisure and F&B space, joined the destination, with the operator saying this solidified its “reputation as a year-round, day-to-night destination”.
The mall saw a 25% rise in weekly average sales and an average spend increased per customer of 6%, which is encouraging. Within this average figure there were some noticeable peaks, with the Easter half term as well as Black Friday weekend looking strong.
There was a 63% increase in like-for-like outlet sales during the Easter half-term against 2025 and a 27% increase during the Black Friday weekend vs 2025.
And what about Christmas? The outlet shopping destination saw a like-for-like sales uplift that wasn’t quite so big, but at 14% compared to December 2025, it was still good. And Boxing Day sales were up 33% from 2025, resulting in a new record trading day. Footfall across the whole destination throughout December was also up 19% compared to 2025, and up 14% vs 2025.
The uplift came after a number of key brands had opened stores. Under Armour made its London outlet debut, French Connection opened its first outlet store in over six years, and Carvela also debuted at the mall.
Upsizes were key as well, with Tommy Hilfiger and Calvin Klein, expanding their stores by more than 110% and 87%, respectively. Lids and Levi’s also grew their footprint there.