Nov 5, 2021
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Superdry prepares for West End return, Oxford Street flagship to open next week

Nov 5, 2021

Superdry opens its new London flagship in the coming week with the Oxford Street location opening its doors on November 10 as a key part of the brand’s recovery strategy.


It’s located in the former Forever 21 flagship in a prime location close to Selfridges and adjacent to the new Bond Street Crossrail station that’s due to open early next year.

The company said it won’t just be a store but will "act as a hub for both its press and influencer activity, as well catering for its wholesale customer  base”.

It covers 32,210 sq ft of sales space across two floors and a lower ground floor showroom. And it will be merchandised to “showcase the design, culture, and breadth” of its five individual style choices: Original & Vintage, Superdry Studios, Superdry CODE, Superdry X and Performance Sport. 

It will also showcase the firm’s ambition to “become the most sustainable listed fashion brand by 2030, focusing on being environmentally conscious through the clothing, customer experience and features of the building itself”.

CEO Julian Dunkerton said that as the “brand reset gathers pace, it’s really important that we have a store in London which reflects the modern face of Superdry and where we are taking the brand. I’m a firm believer that physical stores will play a vital role in the future of retail, and it’s important we have the best possible presence for Superdry in London, for our customers, our wholesale partners, and the influencer community”.

The store opening comes as the company has also launched a new initiative through a Vintage Repurposed collection. A first for the brand, and aligned with the goal of championing vintage finds, the store will include an exclusive vintage Nike store installation. It will include “unique tees, hoods, sweats, and retro jackets”.

In the lower-ground-floor showroom space, there’s also a Gin & Juice bar, a business co-owned by Dunkerton. It will be used to host press and influencer gatherings and “be the London base for the brand’s SD ambassador programme, a key focus of Superdry’s digital strategy”.

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