// Superdry preps to open to doors to its newest store in Cheltenham
// The new concept store will focus on the Premium Studio Style range of Superdry, as well as the Sport Performance range
Superdry is set to open a new concept store in Cheltenham next month, with a unique showcase for two of the retailer’s new collections, Superdry Studios and Performance Sport”
The Superdry Studios + Sport boutique will offer both men’s and women’s collections, with the Studios capsule wardrobe focusing on classic silhouettes and more sustainable fabrics, such as organic cotton and hemp.
The new store will also feature the brand’s recycled range and women’s Cult Studios pieces, providing something different to its current flagship store, located on Clarence Street.
The retailer will open its new outlet at 102-104 The Promenade on December 1 while marking the return to retail in Cheltenham for Superdry chief executive, Julian Dunkerton, as that was where he started out with his first Culture Clothing store in 1985, before the Superdry own brand was introduced in 2003.
The first 100 customers through the door of the new Cheltenham store spending over £75 will receive a free Studios organic cotton tote bag with a reusable sport water bottle inside.
On November 1, Superdry announced new sustainability targets, including a commitment to convert 65 per cent of its cotton and non-cotton garments to low impact or recyclable alternatives by 2025, with 100 per cent of cotton moving to organic by 2030.