Outlet shopping destination Icon Outlet at The O2 has announced the signing of luxury homeware brand Murmur, marking the brand’s first London outlet store.

The 1637 sqft store is set to open on Icon Outlet’s upper ground level early this month, and will feature a comprehensive range of bedlinen, towels, throws and cushions, accessories, home fragrance and gifting options.

Murmur originally launched as the first homeware collection from Bedeck, one of the UK’s leading bedding and bath brands.

Elise Nicholson, Murmur's retail director, says: “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, adds: “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.”