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Credit: Icon Outlet

Icon Outlet at the O2 strikes a “New Balance” with latest signing

ICON Outlet at The O2, the 210,000 sq ft premium urban outlet developed by AEG and Crosstree Real Estate Partners has announced the signing of performance wear brand New Balance.

The brand is set to take 2,700 sq ft of space and is due to open in October.

Global American footwear and apparel brand, New Balance, will be opening its store on the lower level of ICON Outlet.  Renowned for its blend of function and fashion among its products, specifically its trainers in which performance technology meets style; the brand will stock their full range of footwear for training, walking, hiking and working, as well as shirts, jackets, hoodies, sweatshirts, shorts, and sweatpants for both men and women at ICON Outlet.

Speaking on behalf of AEG and Crosstree, Marion Dillon, Leasing Director for ICON Outlet, said: “Activewear is a trend-led category that attracts high volumes of diverse consumers, so we are pleased to announce New Balance is joining our line-up at ICON Outlet alongside top sportswear brands Nike, adidas and Asics.  We are committed to delivering a premium offer of trusted and popular UK and global brands.  Since launching we have signed a broad range of retailers putting us firmly on the map as the premium London destination in which brands want to be, and where the strong retail offer is complemented by The O2, the world’s number one entertainment venue, seamlessly integrating retail with music and leisure.”

The announcement of New Balance follows a series of new openings for ICON Outlet including sportswear giants Nike and adidas. Butcher and The Farmer’s debut site in London is due to open next month at The O2 and will join over 30 bars and restaurants currently available, including the recently opened American vegan brand by CHLOE.  CBRE and CWM are the retail leasing agents for ICON Outlet.