Superdry snaps up former Forever 21 store in London as flagship

Superdry
The store will replace Superdry’s current Regent Street store as its London flagship
// Superdry agrees lease of former Forever 21 store on Oxford Street
// The lower ground floor of the store will be used to host wholesale partners and a dedicated influencer space
// The remaining 22,000sq ft will be dedicated to sales space

Superdry has agreed the lease of the former Forever 21 store on Oxford Street as the fashion retailer expresses confidence following the ease of Covid-19 restrictions.

The retailer agreed the lease with landlord M&G on the 28,000sq ft store former Forever 21 store at 360 Oxford Street, opposite to the new Bond Street Crossrail station set to open next year.

The lower ground floor of the store will be used to host wholesale partners and a dedicated influencer space where they can preview upcoming collections for their followers.


READ MORE: Superdry: 59% Brits prefer sustainability to fast fashion


The remaining 22,000sq ft will be dedicated to sales space, where sportswear, organic cotton clothing and other ranges will be displayed.

The store will replace Superdry’s current Regent Street store as its London flagship and is due to open in the autumn.

“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,” Superdry chief executive Julian Dunkerton said.

“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.”

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