American sportswear brand Under Armour has opened its first-ever outlet store in London, UK, at the multi-purpose indoor arena, the O2.

Designed under the brand’s new Factory House retail concept, the 3,949ft² store offers a range of sportswear apparel, footwear and accessories.

The store is located on the O2’s lower level, next to other global brands such as NIKE, New Balance and adidas

The opening of the Under Armour outlet comes as sales at Outlet Shopping at The O2 increased 27% year-on-year over the Black Friday weekend 2023, driven by the openings of upsized Calvin Klein and Levi’s stores.

The location, which is owned and operated by the Waterfront Limited Partnership, recorded sales for fashion and homeware growing 31% and 62% respectively over the same weekend.

In addition to the Under Armour store, Outlet Shopping at the O2 has welcomed eyebrow and eyelash bar, Better Brows. 

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Its leasing director Louisa Dalgleish stated: “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.”

In October 2023, Under Armour opened its new Brand House City Concept store in Hyderabad, India.