Under Armour unveils first outlet store in London

Under Armour has opened its first outlet store in London at The O2, as sales at the outlet shopping centre soared over Black Friday.

The 3,949 sq ft store, which uses the brand’s new Factory House retail concept, is situated on the music venue’s lower level and is next to rival sportswear outlet stores from rivals such as New Balance, Nike and Adidas.

It comes as sales at Outlet Shopping at The O2 surged 27% year on year over Black Friday  weekend, bolstered by the recent openings of upsized stores for Calvin Klein and Levi’s.

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Outlet Shopping at The O2 leasing director Louisa Dalgleish said: “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 July, Under Armour opened a store in Oxford Street, which it called a “significant milestone” in its European growth plan.

The sportswear brand opened its first UK stores earlier this year at Battersea Power Station, Liverpool One shopping centre and Westfield’s Stratford City.