Superdry to open Oxford Street flagship at former Forever 21 store

Superdry is to open a new global flagship store this autumn at 360 Oxford Street in London, formerly home to Forever 21, close to Selfridges and adjacent to the new Bond Street Crossrail station, which is due to open in early 2022.

It will replace Superdry’s Regent Street store which closed last month in a vote of confidence for physical retail and for the West End, as it bounces back from the pandemic.

Earlier this month, Fast Retailing announced plans for its UNIQLO and Theory brands to open in the location formally occupied by Superdry.

Totalling 28,000 sq ft, with sales space across two floors, the store environment will be segmented into five differentiated zones to represent the style, culture and breadth of the individual collections Superdry now offers as part of its “strategy of meeting the style aspirations of contemporary consumers.”

The store will also showcase the brand’s focus on sustainability through the clothing, customer experience and the building itself. The lower ground floor will house showrooms for the brand’s wholesale customers, as well as a versatile space for its brand ambassador, influencer and affiliate programme that is “a key pillar of the brand’s digital first strategy.”

Julian Dunkerton, CEO of Superdry, 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 proudly British brand, it’s important we have the best possible presence for Superdry in London, for our customers, for our wholesale partners, and for 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.”