Outlet Shopping at The O2 welcomes Under Armour’s first outlet store in London, as sales surge during Black Friday weekend

Under Armour, the global sports apparel brand, has opened its London outlet debut store at Outlet Shopping at The O₂, which is owned and operated by Waterfront Limited Partnership, a joint venture between AEG and Crosstree Real Estate Partners. The launch follows strong sales performance at the destination over the Black Friday weekend.

The new Under Armour store occupies 3,949 sq ft on Outlet Shopping at The O₂’s lower level. Designed under the brand’s new Factory House retail concept, and stocking an array of sportswear apparel, footwear and accessories, the opening is yet another prominent addition to the destination’s evolving retail offer and highlights the continual success and appeal of The O₂ in securing sought-after retailers and London debuts.

The opening of Under Armour coincides with strong performance at the destination over Black Friday weekend (Friday 24^th – Sunday 26^th October), with Outlet Shopping at The O₂ seeing a sales uplift of +27 percent vs the same period in 2022, bolstered by the recent openings of upsized stores for Calvin Klein and Levi’s, with the whole destination up +28 percent. Fashion and homeware sales were particularly strong, up +31 percent and +62 percent versus Black Friday weekend last year.

Louisa Dalgleish, Leasing Director at Outlet Shopping at The O₂, commented: “Outlet Shopping at The O₂ continues to raise the bar for what retail outlets can achieve, both in terms of a varied tenant mix and strong sales performance. Key to our success is ensuring that we’re listening to what our customers want and delivering on those standout brands and product categories – Under Armour is a case in point. This opening bolsters our already strong line-up of household name sportswear brands, and provides consumers with even more of the choice they have been seeking.”