Danish fashion brand ONLY has signed for its first London store at Outlet Shopping at The O2, leading a round of new lettings and tenant reinvestments at the Greenwich outlet.
ONLY, which has more than 1,200 stores across Europe, Asia and North America, will take a 4,000 sq ft unit close to Calvin Klein, Reiss and kate spade new york, one of three brands that made London outlet debuts at the scheme last year. The store will stock affordable styles across womenswear, menswear and children’s collections, alongside footwear and accessories.
The scheme sees the store as a launchpad for ONLY in the capital and a point of difference within its line-up, as the brand begins expanding further across the UK.
“The O2’s great reputation extends firmly beyond the arena, and it’s this combination of leading retail in an iconic location that drove our decision to launch our London debut within Outlet Shopping at The O2. As we begin expanding further across the UK, it’s important to us that we select the right locations, and we knew that Outlet Shopping at The O2 was the right place for us to kickstart this journey.”
Robin Ward, UK Country Retail Manager, ONLY
Menswear retailer The Label Yard has also opened at the scheme, in a 1,323 sq ft unit. The store operates as a hub combining niche retailers with established brands, stocking everyday staples and seasonal pieces. The two additions build on the outlet’s fashion category, where sales rose 14% in September compared with the same month in 2025.
Elsewhere, French Connection and Le Creuset have recommitted to the outlet, reinvesting in their 1,766 sq ft and 1,353 sq ft stores respectively. Outlet Shopping at The O2, which describes itself as London’s best-performing outlet, said the decisions followed both retailers’ success at the destination.
“While our outlet is already home to a mix of leading retail, we’re always exploring ways to evolve and deliver a varied and distinct experience to our visitors. ONLY signing for its first London location reminds us that Outlet Shopping at The O2 remains a prime destination for retailers, especially those launching milestone stores. This, alongside reinvestment from French Connection and Le Creuset, reflects our leading position and demonstrates the confidence that the best-of-the-best continue to have in Outlet Shopping at The O2.”
Louisa Dalgleish, Leasing Director, Outlet Shopping at The O2
The leasing activity follows a strong summer for the destination. Outlet Shopping at The O2 and The O2’s Entertainment District recorded their strongest August since launching in 2018, with retail sales growing by 11% over the month, against a UK average of 0.7% reported by the British Retail Consortium (BRC).
The outlet is home to more than 60 brands and wraps around the 23,000-capacity arena, welcoming more than 11 million visitors a year. Outlet Shopping at The O2 and the Entertainment District are owned and operated by a joint venture between AEG International and Crosstree Real Estate, while KLM Real Estate and CBRE represent the scheme.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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