Icon Outlet at the O2 to open on October 20, Cheaney Shoes signs on

Much of the attention around London retail developments this year may have gone towards the refurbishment/expansion works at Westfield, Selfridges and John Lewis, but October will see plenty of fanfare around a much newer London shopping destination as the Icon Outlet at the O2 opens.


Cheaney Shoes

Its developers announced the opening date this week with Saturday October 20 set to be the big day that both adds an extra, price-focused-but-higher-end angle to London shopping and also continues the establishment of Greenwich in the Southeast of the city as a shopping district.

The first phase of the premium urban outlet will cover 210,000 sq ft and a raft of major names have already signed up, with another, Cheaney Shoes, also being announced this week.

So far, the labels talking space also include Calvin Klein, Aspinal of London, Ted Baker, Hackett, Guess, Kurt Geiger, G-Star Raw, Cath Kidston, Levi’s, Hobbs, Phase Eight, Tateossian, Gap, The Cosmetics Company Store, and Skechers, among others.

And newcomer Cheaney’s joint MD William Church said of the thinking behind its decision to join the line-up: “The vision for Icon Outlet provides an incredible opportunity for us to extend our brand into a new retailing concept. The highly accessible location gives us an opportunity to reach a new market so far not served by our existing Cheaney shops. [The] focus on the experience also has great synergy with the Cheaney brand, and we will create a new design concept for our debut outlet store that befits its setting at The O2.”


Icon Outlet at the O2


Developed by AEG and Crosstree Real Estate Partners, the new outlet mall is in a strong position with its easy transport links to central London and the benefit of heavy footfall visiting the entertainment destination and using the underground station, Greenwich boat transport and the cable car across the Thames.

Its position in Greenwich also puts it close to the Canary Wharf business district and the London borough’s expanding shopping area. In recent periods, a giant Primark has opened there alongside a number of other fashion brands and Ikea is constructing its latest London megastore in the town.

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