Icon Outlet at The O2, a venture of AEG and Crosstree Real Estate Partners, has revealed that global fashion brand French Connection is preparing to open its first London outlet store at the destination. This debut signifies the brand’s first outlet store launch in half a dozen years, indicating a pivotal moment for the brand and showcasing the outlet’s appeal to premier international retailers.
Later this month, French Connection is scheduled to inaugurate a 1,766 square foot store, positioned alongside Clarins and Ted Baker on the outlet’s upper level. The store will offer a variety of modern, enduring clothing and accessories, including eco-friendly denim, signature dresses, and casual essentials for men and women. The layout and design of the new store will mirror the brand’s ethos, focusing on a sleek, minimalist design to elevate the shopping experience.
First French Connection outlet store launch in six years
This new opening at The O2 not only marks French Connection’s first outlet store in six years, but also its initial outlet venture in London. The store joins a roster of renowned retailers like adidas, Clarins, Nike, and the recently expanded Tommy Hilfiger.
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Louisa Dalgleish, The O2’s Leasing Director, voiced her thoughts: “We remain the preferred destination for international retailers looking for outlet locations in London. The fact that French Connection is opening its first outlet store in six years here speaks volumes about the success we have achieved across various measures. We are steadily increasing momentum and curating an enticing offering with new retailers and expanding stores. French Connection, a staple UK brand, will further enrich our retail offerings at The O2, again affirming the trust in our outlet locations.”
Founded in 1972 by Stephen Marks, French Connection is a high street British fashion brand that has made its name in the global fashion scene. Its inception was driven by Marks’ vision of creating well-designed, stylish clothes that appealed to a broad market.
French Connection gained significant prominence in the late 1990s with its provocative and bold ‘FCUK’ advertising campaign. The abbreviation was an acronym for French Connection United Kingdom, but its close resemblance to a certain explicit word caused a stir. Despite controversy, the campaign undeniably succeeded in elevating the brand’s recognition globally, turning it into a household name.
While the brand initially focused on women’s clothes, it later expanded into men’s fashion, underlining its commitment to cater to a diverse audience. French Connection clothing line is characterized by its simple, timeless, and elegant designs with a modern twist. Their collections are synonymous with quality, affordability and have a broad appeal.
French Connection also made notable strides into the homeware and beauty industries with their lifestyle range. Today, French Connection Home offers an array of furniture, home accessories, and items such as lighting, rugs, and kitchenware. They also have a collection of toiletries and fragrances, known for their minimalist packaging and sophisticated scents.
However, the journey hasn’t been without its challenges. The 2000s brought financial difficulties for the brand, which led to a decline in its high street presence. Nevertheless, French Connection’s resilience and ability to adapt to changing fashion landscapes ensured its survival.
Currently, the brand continues to evolve with the times, adopting sustainable practices and prioritizing responsible sourcing. It’s also focusing on expanding its online presence and strategic collaborations to ensure its continued relevance in a rapidly changing fashion landscape.
Simon Donoghue, French Connection’s Head of Retail, expressed excitement about the new venture, stating: “We are thrilled to be adding our brand to the stellar line-up at The O2. The blend of local and event-driven visitors aligns perfectly with French Connection’s wide-ranging fashion offerings for men and women. We eagerly anticipate our opening!”
These developments come on the heels of Tommy Hilfiger’s recent expansion at The O2 and the impending opening of Aatma Aesthetics, a skincare-focused aesthetics brand, set to launch later this month.
Icon Outlet at The O2 was represented by KLM and CBRE, while Hall Lahaise acted on behalf of French Connection.
