How ‘frail’ Ariana Grande is cashing in on her London tour by selling £120 hoodies, £60 posters and make-up ahead of an extended break
Ariana Grande's team is capitalising on her final run of London shows before an announced indefinite hiatus, opening four pop-up stores selling merchandise, beauty products and jewellery alongside her ten-night residency at the O2 Arena. The hiatus was announced amid concern over her health and noticeably slender appearance, and her management is using the farewell atmosphere to maximise commercial revenue from devoted fans before her final concert on 1 September.
The sold-out shows, attended by up to 200,000 fans from across Europe, are expected to generate between £65 million and £78 million for London's economy, with fans reportedly spending an average of £389 each on extras beyond tickets starting at £125. Items on sale include £120 hoodies, £40 hats and £30 tote bags at the O2, alongside pop-ups promoting her R.E.M beauty range (with products such as a £30 eyeshadow palette) and a Swarovski jewellery collaboration on Oxford Street. Talent manager Jonathan Shalit described the strategy as a "masterclass" in extending her brand beyond music into beauty, fashion and luxury goods.
- Ariana Grande's team is selling merchandise before her indefinite hiatus
- Four London pop-ups sell £120 hoodies, beauty products and jewellery
- Ten-night O2 residency expected to generate up to £78 million
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Ariana Grande is an American singer and actress who has built one of the biggest fanbases in pop music over more than a decade, with hit albums, films and product lines including her own beauty brand. She is currently playing a sold-out run of shows in London, part of a tour that has drawn large crowds from across Europe.
Earlier this year, Grande's team announced she would be taking an extended, indefinite break from touring after this run of concerts, a decision that followed public concern about her health and appearance. That announcement has added a farewell atmosphere to the London dates, with fans travelling from abroad to see what may be her last shows for some time.
Major pop tours typically generate income not just from ticket sales but from merchandise, branded products and tie-ins with other companies, and artists' teams often use high-profile or emotionally significant tours to boost this side of the business. This matters because it raises broader questions about how much fans are willing to spend around a single event, and how artists and their management balance commercial opportunities against public concern for a performer's wellbeing.