Superdry picks Oxford Street, London for new global flagship store

Superdry is set to open a global flagship store on London’s Oxford Street, which will act as a hub for both its influencer programme and wholesale customer base.

Located at 360 Oxford Street, this is close to Selfridges and adjacent to the new Bond Street Crossrail station.

Opening in the autumn, it will replace the brand’s Regent Street flagship store (which closed last month).

Totalling 28,000 sq ft with sales space across two floors, it will be segmented into five zones to represent the individual collections Superdry now offers.

Festival season by Original & Vintage: summer style with a retro twist. https://t.co/hwV2ity15D #OriginalandVintage #Superdry #VintageStyle #FestivalFashion pic.twitter.com/bSJigZ2Zfc
— Superdry (@Superdry) July 8, 2021

The store will also showcase the brand’s focus on sustainability through the clothing, customer experience and the building itself.

Julian Dunkerton, CEO at Superdry, says: “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.”

He adds: “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.”