Outlet Shopping at The O2 Boosts Line up with New Additions and Upsize

Why It Matters

The new brands broaden the outlet’s product mix and demonstrate retailer confidence in outlet formats, while New Balance’s upsizing highlights continued consumer appetite for athleisure.

Key Takeaways

• Søstrene Grene opens 4,850 sq ft outlet, first UK outlet location
• Suit Direct adds 1,827 sq ft menswear store with free styling appointments
• New Balance upsizes to 3,129 sq ft, reflecting strong athleisure demand
• Q1 2026 accessories sales jump 45% at O2 outlet

Pulse Analysis

Outlet shopping has become a resilient segment of the UK retail landscape, offering brands a cost‑effective channel to move excess inventory while delivering value‑seeking consumers deep discounts. The O2’s outlet, strategically positioned within a high‑traffic entertainment hub, leverages this model by curating a mix of international and niche retailers. Recent data shows outlet traffic outpacing traditional malls, driven by shoppers’ desire for experiential purchases that combine savings with brand discovery.

The arrival of Søstrene Grene and Suit Direct adds distinct categories—Scandinavian homeware and occasion‑driven menswear—to the O2’s portfolio. Søstrene Grene’s 4,850 sq ft space brings affordable design and a lifestyle ethos that resonates with younger urban shoppers, while Suit Direct’s 1,827 sq ft store offers personalized styling services, a trend that retailers are using to differentiate in a crowded market. These additions not only diversify the tenant mix but also extend dwell time, encouraging cross‑category spend that can lift overall sales per visitor.

New Balance’s decision to upsize underscores the outlet’s strength as a platform for athleisure brands, a segment that continues to dominate post‑pandemic apparel spending. The 45% surge in accessories sales during Q1 2026 signals robust consumer confidence and suggests that the outlet’s growth trajectory will persist. Investors and developers are likely to view the O2’s performance as a bellwether for outlet expansion elsewhere, reinforcing the asset class’s role in retail recovery strategies.