Icon Outlet at The O2, London’s premium outlet shopping destination, developed by AEG and Crosstree Real Estate Partners, has announced the signing of luxury homeware brand Murmur, marking the company’s first ever London outlet store.

The 1,637sqft store is set to open in early August and will be located on Icon Outlet’s upper ground level, featuring a comprehensive range of bed linen, towels, throws and cushions, accessories, home fragrance and gifting options.

Murmur prides itself on high quality home décor, having originally launched as the first homeware collection from Bedeck, one of the UK’s leading bedding and bath brands.

The brand’s debut UK store at Icon Outlet follows its previous launch in Ireland, where the brand opened a 1,108sqft store located at designer outlet, The Boulevard, a Lotus Property-owned scheme based between Belfast and Dublin.

Elise Nicholson, Retail Director at Murmur, commented on the signing: “Icon Outlet at The O2 is an iconic location with a desirable catchment, and we are excited to finally break into the bricks and mortar market at a destination which spearheads brand ambition and offers consumers a unique experience they cannot find anywhere else in London. At Murmur, we are incredibly proud of our high-quality products, and believe the visitors to Icon Outlet will enjoy our premium collection of homeware.”

Louisa Dalgleish, Leasing Director at Icon Outlet at The O2 added: “Murmur’s upcoming opening is the perfect next step in further diversifying the tenant offering at Icon Outlet for our domestic and international visitors. As consumer demand for affordable premium homeware continues to rise, we are delighted that Murmur has chosen Icon Outlet for their first ever store in the UK. With their unrivalled design and presentation of uncomplicated luxury, Murmur’s collection reflects our customer-base and we are looking forward to welcoming them to The O2.”