The store is 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.
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.
Furthermore, the lower ground floor will house showrooms and versatile space to be used to host wholesale customers and be the London base for the 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.”
He added: “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.”