London’s outlet shopping scene is gaining another international fashion name. Danish retailer Only is preparing to make its debut in the capital with a 4,000-square-foot store at Outlet Shopping at The O2.
Owned by fashion group Bestseller, Only is known for affordable, trend-led clothing. Its new location in southeast London will bring together womenswear, menswear and children’s clothing, alongside shoes and accessories, giving shoppers access to a broad selection of the brand’s collections.
The opening forms part of Only’s wider UK expansion plans. According to UK country retail manager Robin Ward, choosing the right locations is central to that strategy, with The O2 selected as the starting point for the brand’s London retail presence.
The decision also reflects growing interest in the shopping destination. Fashion sales at Outlet Shopping at The O2 increased by 14 per cent in September compared with the same month in 2025, providing a positive backdrop for its latest retail additions.
Only will join established names including Calvin Klein, Kate Spade and Reiss. The centre has also welcomed The Label Yard, a menswear retailer occupying 1,323 square feet and offering a mix of everyday clothing and seasonal styles.
Meanwhile, existing tenants are showing their commitment to the location. French Connection and Le Creuset have renewed their presence, investing in stores measuring 1,766 and 1,353 square feet respectively.
For Outlet Shopping at The O2, attracting Only’s first London store strengthens its position as a destination for brands looking to establish or expand their physical retail presence.
