Superdry has opened its brand new flagship store on Oxford Street.
Located at 360 Oxford Street, close to Selfridges and adjacent to the new Bond Street Crossrail station (which is due to open in early 2022), the store acts as a hub for both its press and influencer activity, as well catering for the brand’s wholesale customer base.
Totalling 32,210 square feet of sales space across two floors and a lower ground floor showroom, the shop will be merchandised to showcase the design, culture, and breadth of its five individual style choices; Original & Vintage, Superdry Studios, Superdry CODE, Superdry X and Performance Sport.
The lower ground floor will boast an impressive showroom space, with a Gin & Juice bar, a business co-owned by Superdry CEO Julian Dunkerton. It will also be used to host press and influencer gatherings and be the London base for the brand’s SD ambassador programme, a key focus of Superdry’s digital strategy.
“I am so excited to be opening a global flagship store for Superdry on Oxford Street.” Dunkerton said ahead of the store’s opening. “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.”
In order to realise Julian’s vision and pledge, the store is designed to be “environmentally conscious through the clothing, customer experience and features of the building itself”.
The brand has not only looked at driving change in its products and stores, but also looked back at previous seasons and items that, years ago, would have ended up in landfill. To prevent this, Superdry has launched a new initiative through a Vintage Repurposed collection – which will include an exclusive vintage Nike store installation, featuring unique tees, hoods, sweats, and retro jackets.