Discover Christmas at ICON Outlet

As the Christmas lights twinkle across London, ICON Outlet at The O2 is set to be the number one destination to fill your stockings this year. Discover Christmas at ICON Outlet with us!

We’re not only ready to make your Christmas shopping experience fun and fabulous, but we’re also giving you the chance to indulge your loved ones with luxury brands at outlet prices.

What can I expect at ICON at The O2 this Christmas? Well, we’re glad you asked…

Four hours of FREE parking

There’ll be no bah-humbug at ICON Outlet this Christmas. Instead, we’re treating you to four hours of free parking when you spend £35+. (Please note: this does not apply to sleighs). Visit Parking for full T&C’s.

FREE gift wrapping

If you avoid wrapping your presents until the last possible minute, our elves will be happy to wrap your ICON Outlet shopping, and there’s no minimum spend! Visit the Services page to find out more.

FREE live music

We’ve put on a programme of live music at ICON Outlet with upcoming talent from across the capital in the build-up to Christmas. Come on down to the shop, and then put your feet up and enjoy some free live entertainment under the roof of one of the world’s most famous entertainment venues.

Additional savings – up to 30% off outlet prices

Throughout the whole of the month of December, there will be additional promotions across ICON Outlet, with huge names including Nike, GAP, Asics and New Balance, taking an extra 20-30% off outlet prices. Check out the Offers page, for up to date information on brand offers.

Perhaps you’re already heading to The O2 for an evening of Christmassy entertainment? Whether you’re at Capital’s Jingle Bell Ball or enjoying Christmas classics from Michael Bublé, make the most of our shopping drop facility…shop, and then leave your bags to collect after the show.

With over 60 of the best fashion and lifestyle brands, at up to 70% off the retail price, what more reason do you need to head down to ICON Outlet at The O2. We look forward to seeing you soon, and Merry Christmas!

Shop all our brands here.

December 2, 2019

Posted In: Shopping, Style

Showcase is now on at ICON Outlet

Just in time for the new season we’ve got a new arrival at ICON Outlet at The O2. We’re the first stop for Londoner’s and visitors seeking their favourite brands at outlet prices, but over the next couple of months, we’ve got even more reasons to visit…

Introducing Showcase. Now live at ICON Outlet.

“Sounds exciting! But what is Showcase?;” we hear you say.

Showcase is a partnership with global fashion houses, brands and designers to offer ICON shoppers an exclusive sample sale retail experience. In a brand-new space on the upper level of ICON Outlet, Showcase offers exclusive access to luxury sample sales from household name brands throughout the autumn and winter.

A hand-picked selection of brands will take up residence in Showcase from Thursday through to Sunday, including many brands that do not have stores at ICON Outlet; Superdry, Helmut Lang, Theory and J Brand amongst others. On each Showcase weekend, you’ll get exclusive access to up to 80% off full-price pieces from last season.

Check out the Showcase calendar below, and get the dates in your diary:

  • Helmut Lang : 24 – 27 October
  • Paul Smith : 10 – 13 November
  • Reiss (TBC) : 14 – 17 November
  • Hackett : 27 November – 1 December

Keen to strut on down? To snap up your sample sale bargains, head to the Upper Level and look out for the Showcase space. It’s a basic queue system to enter, there’s a £2 charity entry fee required on entry, and it’s open during ICON Outlet opening hours.

With over 60 brands at always up to 70% off and now, we’re welcoming even more designer brands under our world-famous roof, there’s no better time to pay us a visit.

Keep an eye on our social channels for all the latest Showcase updates.

We look forward to seeing you at ICON Outlet at The O2 soon.

Shop all our brands here.

November 1, 2019

Posted In: Shopping, Style

New Balance Opens On Lower Level

There’s a new kid on the block at ICON Outlet at The O2. This Autumn, we’re excited to announce the signing of performance wears brand New Balance. The globally recognised American footwear and apparel brand are opening its doors on the lower level, on 17 October.

If your motivation is slipping as the days get shorter, then this is your remedy. Nothing gets you moving again like slick new workout wear. Now you can tackle your workouts with confidence in performance running shoes and stylish athletic apparel.

Founded in 1906, in Boston, Massachusetts, the brand has cleverly managed to keep performance at the heart of their product, whilst also staying relevant in a fast-moving world.

It’s been a big year for the global super brand, announcing explosive partnerships with young stars including Cori “Coco” Gauff, the US teen who stole the show at this year’s Wimbledon at the age of 15.

From centre court to centre stage, the brand has also hooked up with young sports stars and musicians including American rapper and singer-songwriter, Jaden Smith, son of the legendary Will Smith, for their Runs in the Family campaign. Check out the video below.



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.

The announcement of New Balance follows a series of new openings for ICON Outlet including sportswear giants Nike and Adidas. Make sure you plan a visit to ICON Outlet at The O2 for all of your activewear needs.


New Balance opens at 17th of October at ICON at the O2



October 17, 2019

Posted In: Style

Half term adventures at ICON Outlet and The O2

This October half term, head across to ICON Outlet at The O2 for some family fun-filled adventures and offers. We have activities running from Monday 21 – Sunday 27 October that will take you through The O2 and ICON Outlet where you can shop, play, and win some great prizes. 

The O2 half-term adventure trail will have you collecting stamps at places such as Build-A-Bear Workshop, Sky Studios and Snowflake Luxury Gelato, and once you’ve collected all the stamps, you’ll enjoy prizes including a game at Hollywood Bowl and a treat from Nestlé.

See below for even more fun-filled action happening at ICON Outlet this October half term.



The half-term wouldn’t be complete without a little giveaway competition now, would it? If you’re interested in winning a £250 gift card to spend at ICON Outlet, then all you have to do is fill in the form here to be entered into the prize draw. We’re also offering up 5 x £50 gift vouchers to be used at GAP within ICON Outlet at The O2.

Click here to enter competition

Kid’s Table

A family-favourite at ICON Outlet returns with our Kids’ Table available 12-5pm between 21-25 October. Let your kids express their creative flair with arts & crafts, Lego building, bracelet making and so much more. And why not have a little shop while the little ones are entertained with up to 70% off over 60 superstar brands including; Nike, Adidas, Ted Baker, Guess, Aspinal of London, Cath Kidston, Skechers, G-Star RAW, GANT, Paperchase, GAP, Clarks, Hackett, Hobbs, Jack Wills, Kurt Geiger, Levi’s, Pepe Jeans, Rolling Luggage and more.

Dining Offer

Feeling peckish while you continue through your adventures at The O2? Pick from over 30 bars and restaurants that are offering half-term deals for you and all the family. There’s a new kids menu at Cabana, buy one get one free kids menu at Hook, free kids meals at Beer + Burger, complimentary cupcakes at by CHLOE, and free babychino’s at Gentlemen Baristas alongside colouring mats and biodegradable balloons to keep everyone entertained.

Parking Offer

Shop to your heart’s content when shopping at ICON Outlet at The O2. When you spend £35 or more, receive 4 hours free parking at The O2. Perfect for those who want to take their time looking at over 60 superstar brands we have available, especially with the kids in tow!


Competition giveaway

October 15, 2019

Posted In: Style

Back to work, in style

As the summer glow begins to fade and a fresh chill fills the air, one thing is clear – it’s autumn time and it’s back to work.

Striving for that promotion? Seeking new business? Look the part, and you’ll be halfway there. It’s time for a wardrobe refresh, with incredible discounts, to take you back to work in seasonal style, with ICON Outlet at The O2.

Head to GANT for up to 50% off work wardrobe staples, including the Banker Bow Blouse. This versatile top looks beautiful paired with office-appropriate tailored trousers, or with slim-leg denim on more casual days.

Be the talk of the office with Hobbs workwear. With the help of sharply cut suits and immaculately fitted dresses, you can navigate every dress code whether it’s smart, smart casual or business casual.

Whether you’re looking for bold colours, statement prints, or understated elegance, head to James Lakeland to add some luxury to your work wardrobe this season.



 It’s all in the detail. Pick up a new leather business card holder for those all-important first impressions, or complete your outfit with a classic timepiece, a bracelet or cufflinks from Tateossian, with great discounts from the high street.

Looking for that perfect piece of office arm candy? Stay stylish and organised with Aspinal of London’s range of luxury leather handbags, briefcases and small leather goods in rich autumnal tones.

Want a bag that always stays in fashion? Look no further than OSPREY LONDON for timeless staples, including the Grantham backpack or laptop bag.



Designed to meet the demands of high-flying business people, Samsonite’s new Pro-DLX 4 collection, is even lighter, more secure, and has more features to enable more organised storage. Head to Rolling Luggage to bag yours.



Need to freshen up between meetings? Strut down to The Cosmetics Company Store for all your favourite beauty saviours, in miniature.

With up to 70% off over 60 of your favourite superstar brands, ICON Outlet at The O2 is giving you your first bonus this Autumn. Enjoy a relaxed shopping atmosphere, and make going back to work a little more exciting.

September 18, 2019

Posted In: Style

Your ultimate guide to holiday packing

You’ve got the holiday of a lifetime coming up and you can’t wait to get on the plane, but what do you pack? Well, fear not as ICON Outlet at The O2 has you covered with the ultimate guide to holiday packing. With massive savings of up to 70% off, you can get everything you need, including the perfect suitcase that will take you up, up and away.


Roll up in style

Are you someone that packs too much or are you incredibly organised and have all your outfits planned? In either case, a four-wheeled suitcase is the ultimate choice, allowing you to glide through the terminal knowing that you have packed to perfection. Rolling Luggage, Cath Kidston or Radley London offer an array of stylish luggage options for wherever you may be off to.


Take a dip, before you glam up in the evening

Whether you’re seeking your intrepid explorer outfit or wanting a boho-beach look, ICON Outlet has it all. Fat Face, Crew Clothing, Jack Wills and Guess have some amazing swim and beachwear including trunks, bikinis, Kaftans and shorts with prices that will tempt you to get something for all the family. Karen Millen, Ted Baker and Phase Eight have some gorgeous eveningwear, perfect for a summer nights stroll, city break or romantic dinner. Head to Brooks Brothers, GANT or Hackett for easy to pack menswear.


Your holiday best friend

If you’re looking for sunglasses, you can’t beat the prices at Sunglass Hut for some designer shades, or Lead + Ball for new colours or the must-have cat-eye shades. Aspinal of London and OSPREY LONDON have everything from new passport covers, luggage tags, evening bags and bumbags. Hats are key to keeping you cool, so whether you are after a baseball cap or a panama, straw or boater hat Lead + Ball and G-Star RAW have plenty to pick from.


Maybe you’re a fitness fanatic?

Pop into Nike, ASICS or adidas as they the best of new exercise gear for holiday wear to keep you cool. Or maybe you set your sights on a mountain hike, in which case our new Regatta and Craghoppers stores will help you pack your activewear essentials.


August 9, 2019

Posted In: Style

Step into a summer of style at ICON Outlet

This summer, we’ve got you covered.  Stay on trend for less with premium brands at up to 70% off every day plus fun for all the family.  Read on to start planning your summer.

Shopping at ICON Outlet this summer isn’t just about offers and brand new SS19 collections, we will be bringing you some brand-new experiences for the ultimate family day out in London.   From our exclusive chill out lounge and style sessions to kids’ activities, make sure a visit to ICON Outlet is in your summer plans.  Follow our social channels and visit our website to make sure you don’t miss out.

Chop Chop London, the London hair experts, will be styling it up in the mall, offering complimentary 20-minute hairstyling sessions, so you can rock curls, braids or a sophisticated ‘up-do’ at no cost. Simply turn up to bag a slot and see your hair transform before your very eyes. Remember to share your brand-new style using and tag us @iconattheo2.

Make sure you check out our Chill Out Lounge in the centre of the mall.  It’s the perfect spot to take a break from shopping while listening to some summer tunes.  Our events page will show full details of when superstar DJs will be taking to the decks for Summer Lates live sets, including Sarah Akwisombe (@sarahakwisombe) and MTV presenter Harriet Rose (@iamharrietrose).  Party while you shop at our own little nod to Ibiza right here at The O2.

Our Style Lounge will also be in full swing to inspire your summer wardrobe whether you’re hitting the beach or dressing for the wedding of the year. This dedicated space will also host a series of style talks, which are not to be missed, featuring TV personality Nicky Hambleton-Jones and influencer best-friends Jess Shepherd & Sam Gray (@coppergarden and @samgraystyle), who will be offering tips and insights on must-haves for your holiday wardrobe and perfect packing.  Watch our events page, for all the latest ICON Outlet fashion updates.

And if you’re hitting the shops with little ones in tow over the summer holidays, make sure you stop by the kids’ crafting stand in the Chill Out Lounge where they can express their inner artists making their own special take on festival headdresses.

July 10, 2019

Posted In: Style

Top summer picks for under £50

If you’re looking for something special for you or a loved one, then our additional summer sale offers are just perfect for you. We’ve pulled together our top picks from our huge range of stores throughout ICON Outlet at The O2 here on the blog, so your mood (and bank balance) stay as sunny as the weather.

In menswear, the ever-popular Ted Baker has this Twinnie shirt available in navy, crafted from lightweight cotton with a modern leaf print, it’s the perfect look for a summer barbeque or relaxed evening out, WAS £50, NOW £35.

And the offers don’t stop there, gents.  Are you ready to add a touch of ‘Aztec’ to your wardrobe? Nail this on-trend look with this structured shirt jacket from Scotch and Soda, WAS £139.95, NOW £45 perfect for layering over a t-shirt and jeans for the ultimate in laid-back, casual, style.

Champion of modern American sportswear, GANT, also has some fantastic offers available across men’s and womenswear.  For chaps, the Solid Pique SS Rugger, WAS £60, NOW £42, is a much-loved classic among preppy dressers, while ladies will love the ‘go-to’ Cotton Crew, WAS £75, NOW £45.

Not forgetting accessories, for fabulous footwear, Dune London has some unbeatable offers with ladies’ Glossy loafers in pretty pastel shades, WAS £85, NOW £24, and Gardenia mules – bang on trend! – WAS £80, NOW £24.

Lead and Ball is offering some super-stylish sunglasses to help you look cool, calm and collected in the summer sun!  Check out the Campania Editions sunglasses and clear lens frames, WAS £75, NOW £37.50.

We’ve got you covered when it comes to the best offers this summer; stay tuned on the blog for our top picks under £20 coming soon.

July 3, 2019

Posted In: Style

Top summer picks for under £100

Have you checked out our special summer offers yet? Stores throughout ICON Outlet at The O2 have released additional savings for the sunshine season and we want to share the happy news with you.  After all, shopping is at its most enjoyable when you’re getting a good deal!

For fashionistas, Ted Baker has announced some amazing deals, such as the easy breezy Kallii dress, made from crisp cotton and featuring an asymmetric neckline and feminine lace cut-work trim, WAS £99, NOW £53.  Perfect for lazy, hazy summer barbeques or holidays abroad.

And speaking of holidays, be sure to stop by Rolling Luggage to update your valise for your vacay! You can fit loads of outfit options in the Herolite Spinner (74cm).  It’s durable, lightweight, manoeuvrable, and amazing value, WAS £90, NOW £72.  For funky travellers, the Soundbox Spinner (77cm) features a playful circular design with contrasting matt and shiny surfaces and is expandable, secure and light; an ideal holiday companion! WAS £104, NOW £83.20.

When it comes to updating your summer wardrobe Scotch & Soda has you covered with some fabulous offers, like these stylish trousers, bang on this season’s beige trend and featuring tropical detailing, WAS £144.95, NOW £80.

And for special occasions, James Lakeland has an array of dresses to choose from, including this stunning blue wrap dress, which embraces both floral and animal print trends in one stylish package! This eye-catching dress is available in blue or pale pink, WAS £249, NOW £99.

A raft of seasonal summer discounts await throughout ICON Outlet at The O2, so it’s the ideal time to visit and find your top picks for the holiday season.  Watch this space for our top picks for under £50 coming soon!

June 27, 2019

Posted In: Style

Daddy Cool

Grab your chance this Father’s Day to say thank you to the father-figure in your life and show him just how much he means to you.

ICON Outlet at The O2 has all sorts of fantastic Father’s Day gift ideas, and all at up to 60% off; it really is the ultimate destination for choosing the perfect pressie.

For personalised Father’s Day presents, Aspinal of London’s luxury gifts for men includes a beautiful array of wallets, bags and document cases.  For that extra special touch, complimentary personalisation is available in-store from 6th-16th June, so you can get dad’s initials embossed to make him feel really spoiled.

If your dad enjoys a smart shirt or a sharp tie, then Hackett, Moss Bros, and Brooks Brothers are all well worth a visit.  There is a multitude of styles, designs and colours to choose from, so you’re sure to find the perfect match for your dad, whether he’s a natty dresser with an eye on the latest trends or a corporate suit-wearer always looking his best – and all at fantastic outlet prices.

For the more casual gifts for dads, Crew Clothing’s fabulous selection of polo shirts is sure to hit the spot! From classic cotton to the soft jersey, plain, striped or embroidered, and in a spectrum of colour choices, your dad will be set for the summer season with a couple of these beauties in his wardrobe – and all at up to 60% off!

If dad could do with a helping hand in the fragrance department, then make sure you stop by The Cosmetics Company Store to take advantage of their special Father’s Day offer of 25% off men’s fragrance from 1st-16th June.  When it comes to presents for men, cologne is a tried and trusted gift and, with loads of your favourite fragrance brands to choose from, you can’t lose.

Whatever gift you go for, we hope you enjoy a delightful dad’s day with the ultimate icon in your life.


June 13, 2019

Posted In: Style