Superdry to open new concept store in Cheltenham
Superdry will open a new concept store at 102-104 Promenade, Cheltenham, on 1 December, 2021, with a unique showcase for two of the brand’s new collections, "Superdry Studios" and "Performance Sport".
The Superdry Studios + Sport boutique will offer both men’s and women’s collections, with the Studios “elevated capsule wardrobe” focusing on classic silhouettes and more sustainable fabrics, such as organic cotton and hemp. The Performance Sport offer utilises technical details to “optimise every workout”, across ‘run’, ‘train’, ‘flex’ and ‘snow’. The new store will also feature the brand’s recycled range and women’s Cult Studios pieces.
The new store marks a return to retail in Cheltenham for Superdry CEO, Julian Dunkerton, as that was where he started out with his first Cult Clothing store in 1985, before the Superdry own brand was introduced in 2003 when he joined forces with designer, James Holder, who was the founder of the Bench brand. Such was the success of Superdry in Cult Clothing stores, the first Superdry own brand store was opened in Covent Garden in 2004.
The first 100 customers through the door of the new Cheltenham store spending over £75 will receive a free Studios organic cotton tote bag with a reusable sport water bottle inside.