Superdry is continuing its efforts to revitalize its brand, with the latest move being the opening of a new store at Westfield London. The store, under the banner of “Athletic Essentials,” is tied to the company’s recently launched line of the same name.
The new collection is specifically aimed at Generation Z, targeting consumers between the ages of 16 and 27. It features a range of ultra-comfortable clothing, including matching sets, sweatshirts, hoodies, and graphic tees with a subtle vintage touch. Additionally, the line showcases Superdry’s most extensive selection of organic, low-impact, and recycled products to date.
In keeping with its eco-conscious focus, the store itself is designed with sustainability in mind. It uses 100% LED lighting and renewable energy sources, along with timber fixtures made from locally sourced, reclaimed wood. The three-storey space is also decorated with hundreds of living plants, creating a green and inviting environment.
Retail Week was the first to report on the store opening.
Superdry’s CEO, Julian Dunkerton, called the launch “a really exciting innovation for us,” adding that it’s an opportunity to push the brand forward and offer something new to a younger generation of consumers.
Superdry enjoyed significant popularity during the early 2000s and into the following decade, but in recent years, its appeal has waned. Now, reconnecting with younger consumers is a priority for the brand. In addition to the Athletic Essentials launch, Superdry entered a licensing deal with Next last month to create a kidswear collection, set to debut on Next’s platform and in UK stores next month.
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