Superdry opens first store with dedicated Sports entrance

Superdry has unveiled its refurbished store at Cardiff's St David's centre, which is the first in its estate to feature a dedicated Sports entrance.

The entire store was refurbished, including the frontage, to reflect the brand's latest concept and the project was carried out by an in-house team in conjunction with design agency SKK. The dedicated Sports entrance leads into an area stocking the full new Superdry Sport range.

“We are delighted to share Superdry’s new concept with our loyal customers at St David’s. Providing the perfect in-store experience is key, and we believe this latest fit out will significantly enhance the customer journey," a spokesperson for Superdry said of the new store.

The St David's Partnership is a joint venture between Landsec and intu. Its regional managing director - west Colin Flinn said it was "proud" Superdry had invested in the centre. "They follow in the footsteps of other leading brands investing here including YO! Sushi and TGI Friday’s who enhanced their St David’s sites earlier this year. Superdry’s recent refit is a result of their popularity and success at St David’s, and I am confident customers will love their latest concept," he said.

Calvin Klein Underwear recently opened its first store in Wales at St David's and earlier this year lingerie brand Bravissimo opened a flagship store at the centre, which is home to 200 brands ranging from national to international retailers and independents to premium brands, including H&M, Primark, New Look, River Island, Hugo Boss, Radley and Vivienne Westwood.

Images: Huw John