Superdry is set to open a new concept store aimed at Gen Z shoppers as it continues with its turnaround plan.
Athletic Essentials by Superdry will open in the Westfield London shopping centre in White City later this week, Retail Week reported.
The concept will offer largely womenswear and will target shoppers between the ages of 16 and 27.
The Athletic Essentials collection includes matching sets, sweatshirts, hoodies and graphic T-shirts designed for everyday wear.
Related Story
Superdry said its new autumn/winter range offers a “versatile range of modern loungewear and transitional layering pieces”, describing it as a collection that combines “vintage vibes with modern comfort”.
Founder and chief executive Julian Dunkerton told the publication: “The Athletic Essentials store is a really exciting innovation for us, and it’s great to be able to move the brand forward and deliver something fresh to a new generation.”
It is the latest move from the fashion retailer amid its extensive turnaround plan, which saw the brand delisted from the London Stock Exchange earlier this year and rent cuts introduced across more than a dozen of its stores.
Last month, Superdry revealed it had entered into a licensing deal with Next to introduce a 95-piece kids collection, which will be available on Next’s online platform this month and in select UK stores in November.
Click here to sign up to Retail Gazette‘s free daily email newsletter
