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Superdry reveals details of new Oxford Street flagship store

Tom Bottomley
05 November 2021

Superdry has today revealed it will be opening its new flagship store at 360 Oxford Street in London, formerly home to Forever 21, on 10 November, 2021.

Close to Selfridges and adjacent to the new Bond Street Crossrail station, which is due to open in early 2022, the new 32,210 sq ft store is a replacement for Superdry’s Regent Street store which closed in June, in a vote of confidence for physical retail and for the West End as it bounces back from the pandemic.

Set over two sales floors, the new store is being merchandised to showcase its five style choices; ‘Original and Vintage’, ‘Superdry Studios’, ‘Superdry CODE’, ‘Superdry X’ and ‘Performance Sport’, as well as hosting a vintage Nike installation. The lower ground floor will act as a press showroom and influencer space, with a Gin and Juice bar.

Superdry CEO, Julian Dunkerton, 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.”

As part of Superdry’s sustainable and ethical journey, the brand has looked back at previous seasons - items that years ago would have ended up in landfill – and launched a new Vintage Repurposed collection.

A first for the brand, and aligned with the goal of championing vintage finds, the vintage Nike store installation will feature unique Tees, hoodies, sweats, and retro jackets.

Also today, Superdry reported a drop in group revenue but confirmed it had seen an "encouraging" start to AW21.

In the eight-week period ending 23 October, Superdry saw an 8.8% decrease in group revenue. This year's H1 group revenue also dropped by 2.4% compared to the previous year, with a larger decrease of 25% in contrast to two years ago.

Superdry's first half year performance was negatively impacted by temporary closures in Europe due to COVID-19. That included the permanent closure of 15 stores, including Regent Street.

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