The brand has revealed that it will be opening its new flagship store at 360 Oxford St in London, formerly home to Forever 21, on 10 November.
The new 32,210sq ft store will be a replacement for Superdry’s Regent Street store which closed in June. This is a vote of confidence for physical retail and for the West End as it continues to bounce back from the pandemic.
The store is set over two sales floors and is being merchandised to showcase its five style choices: ‘Original Vintage’, ‘Superdry Studios’, ‘Superdry CODE’, ‘Superdry X’ and ‘Performance Sport.’ It will also host a vintage Nike installation with the lower ground floor acting as a press showroom and influencer space, with a Gin and Juice bar.
Superdry CEO, Julian Dunkerton, commented: “I am so excited to be opening a global flagship store for Superdry on Oxford Street. It’s long been an ambition of mine and, as our 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.”
