All Good Things selects The O2 for London debut

Outlet Shopping at The O₂, which is owned and operated by AEG Europe and Crosstree Real Estate, has announced the opening of sustainable designer outlet store, All Good Things. The new store at The O₂ marks the brand’s London and outlet debut, bringing an original and distinctive concept to the capital.

Offering a range of timeless high-quality clothing and accessories, All Good Things has opened a 4,000 sq ft space located on the upper level of Outlet Shopping at The O₂. The store has brought a carefully curated selection of several new designer brands to the outlet shopping hotspot, extending the offering of womenswear and accessories available. With a brand focus on making customers feel good about fashion, the new debut location from All Good Things also includes a range of innovative amenities, such as a premium pre-loved collection, designated clothing recycle points, and onsite stylists with a breadth of fashion knowledge.

All Good Things at Outlet Shopping at The O₂ is the brand’s London and outlet debut, in addition to its existing bricks and mortar store in Cribbs Causeway, showcasing the continued pull of The O₂ in attracting new, high-quality concepts to both the capital and outlet sector. With a fundamental focus on stocking ethical brands, extending the longevity of clothing and keeping textiles out of landfill, All Good Things is a welcome addition to the destination’s well-rounded outlet offering.

Janine Constantin-Russell, Managing Director of the Entertainment District and Outlet Shopping at The O₂, said: “We’re thrilled that All Good Things has chosen Outlet Shopping at The O₂ as the place to mark its London and outlet debut – a true testament to the strength of The O₂ as a destination of choice, both for outlets and within London’s broader retail landscape. Our visitors are at the heart of everything we do, and we take great pride in our ability to listen and respond to what they want, and All Good Things’ affordable luxury offer does exactly that – it speaks to our customer base, enables us to add even more fantastic designer brands to our premium tenant mix, and delivers something desirable and new.”

Keith Bristow, CEO at All Good Things, commented: “We are very excited to begin our expansion across the UK by bringing All Good Things to such an iconic destination. It was imperative that our next store location aligned with our wider visions and goals, giving us the opportunity to share our mission of creating a more sustainable fashion industry with a huge and diverse audience, while delivering memorable customer experiences in a beautiful setting. The O₂ is a great location to add to our portfolio, and with its dedicated approach to leasing, tenant relationships, and continual success, we look forward to what’s to come for All Good Things.”

KLM and CBRE represent Outlet Shopping at The O_2.