Outlet Shopping at The O2, operated by AEG Europe and Crosstree Real Estate, has welcomed a new addition to its retail lineup with the opening of All Good Things. This marks the brand’s inaugural venture into the London outlet scene, introducing an innovative concept in sustainable fashion.
The new 4,000 sq ft store is strategically positioned on the upper level of Outlet Shopping at The O2, neighbouring esteemed brands such as French Connection and Calvin Klein. All Good Things has curated a selection of new designer brands, enriching the outlet’s existing range of womenswear and accessories from high-profile labels like Rag & Bone, Michael Kors, and Ralph Lauren.
All Good Things is dedicated to reshaping consumer attitudes towards fashion with a focus on sustainability. The store offers a premium pre-loved collection, designated clothing recycle points, and access to onsite stylists. This approach not only enhances the shopping experience but also supports the brand’s mission to extend the longevity of clothing and reduce textile waste.
Janine Constantin-Russell, Managing Director of the Entertainment District and Outlet Shopping at The O2, expressed her enthusiasm: “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.”
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Keith Bristow, CEO at All Good Things, also commented on the new location: “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.”
