Outlet Shopping at The O2 is adding Danish homewares and lifestyle retailer Søstrene Grene and menswear brand Suit Direct to its site.
Søstrene Grene has secured a 4,850 sq ft space at the entrance to the outlet, adjacent to menswear specialist Hackett.
The store is due to open in May and will mark Søstrene Grene’s first location within an outlet destination.
Suit Direct has signed for a 1,827 sq ft store at the destination, and is set to stock a range of men’s suits and accessories, including third-party brands such as Marc Darcy, Antique Rogue and an exclusive Ted Baker casualwear selection.
The fashion retailer will also host free one-to-one styling appointments, offering expert advice for customers preparing for key occasions such as weddings, proms, and the races.
The news comes after New Balance, one of Outlet Shopping at The O2’s longstanding tenants, recently upsized into a new and improved space at the destination, fitted with the brand’s updated store concept.
The footwear and apparel retailer has increased its store footprint to 3,129 sq ft.
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The O2 leasing director at outlet shopping Louisa Dalgleish said: “Following a record-breaking 2025 and continued category growth so far in 2026, we’re incredibly excited to see this success translating into increased interest from leading brands looking to secure a presence here.
“Søstrene Grene and Suit Direct bring exciting new dimensions to our already comprehensive offer, demonstrating the ongoing evolution and continued diversification of Outlet Shopping at The O2.
“As well as welcoming new brands, we’re thrilled to see existing, longstanding tenants reinvesting and reaffirming their confidence in our scheme and its future, with New Balance’s upsized store as the latest example of this.”
Søstrene Grene group CEO and co-owner Mikkel Grene added: “Søstrene Grene’s expansion throughout the UK and London is something we’re very proud of.
“Outlet Shopping at The O2 delivers the perfect location for our brand, giving a sense of hygge and Scandinavian charm to this London community.
“We know that the new store will complement the tenant mix and will allow shoppers to feel creative inspiration while escaping the everyday.”
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