Superdry is opening a new concept store to attract Gen Z shoppers, part of its revitalisation strategy.
- The ‘Athletic Essentials’ store will debut at Westfield London, focusing mainly on womenswear.
- The store targets consumers aged 16-27, presenting a range of modern, everyday apparel.
- Superdry’s autumn/winter collection blends vintage aesthetics with contemporary comfort.
- This initiative follows Superdry’s broader turnaround efforts, including a licensing deal with Next.
In a strategic move aimed at rejuvenating its market presence, Superdry is set to launch a new concept store known as ‘Athletic Essentials’. This initiative targets Gen Z consumers, particularly those aged between 16 and 27, as reported by Retail Week. The store is scheduled to open its doors at the Westfield London shopping centre, a prime location for reaching this demographic.
The ‘Athletic Essentials’ store will predominantly feature womenswear, offering a collection that includes matching sets, sweatshirts, hoodies, and graphic T-shirts designed for everyday versatility. This represents an effort by Superdry to cater specifically to the fashion needs of younger consumers, embracing both style and functionality.
Superdry’s Chief Executive, Julian Dunkerton, expressed enthusiasm about this development, stating that the store serves as an “exciting innovation” for the brand. He highlighted the importance of evolving the brand to meet the expectations of a new generation, integrating vintage vibes with modern comfort.
This latest venture is a component of Superdry’s extensive turnaround strategy, which has also seen the brand delisted from the London Stock Exchange earlier this year. As part of its restructuring efforts, Superdry has implemented rent reductions across multiple stores to enhance financial viability.
In addition to the new store, Superdry has entered into a strategic licensing agreement with fashion retailer Next. This partnership aims to introduce a 95-piece children’s collection, available online and in select stores, signalling Superdry’s commitment to expanding its product offerings and reaching new market segments.
Superdry’s new concept store and strategic partnerships reflect its ongoing efforts to revitalise its brand and appeal to younger consumers.
