Superdry to open new store on London’s Oxford Street

Superdry is to open a 32,210 square foot store on London’s Oxford Street this month.

With space across two floors and a lower ground floor showroom, the store will showcase the brand’s Original & Vintage, Superdry Studios, Superdry CODE, Superdry X and Performance Sport ranges. It will also act as a hub for both press and influencer activity, as well as catering for the brand’s wholesale customer base.

The store is situated at 360 Oxford Street, close to Selfridges and adjacent to the new Bond Street Crossrail station, which is due to open in early 2022.

Julian Dunkerton, Superdry chief executive, said: “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.

“I’m a firm believer that physical stores will play a vital role in the future of retail, and as a proud British brand, it’s important we have the best possible presence for Superdry in London, for our customers, our wholesale partners, and the influencer community. I’m also determined that the store will be as sustainable as it can possibly be, reflecting our commitment to become the most sustainable listed fashion brand.”

The lower ground floor will feature a showroom space as well a ‘Gin & Juice’ bar, which is a business co-owned by Dunkerton. The space will be used to host press and influencer gatherings and be the London base for the brand’s  ambassador programme.

The shop replaces Superdry’s Regent Street flagship which closed in June.

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