Superdry Bounces Back: Debuts Revamped Store Design After 2024 Challenges

The British fashion brand plans to open two new stores in the United Kingdom next September. The city of Aberdeen, Scotland, and Nottingham, England, will host the new Superdry stores.

These upcoming openings bring the company’s UK store count to 79 and a total of 688 worldwide and will be the first openings since the company closed seventeen stores in the last twelve months as part of its restructuring plan.

Starring the brand’s new rebranding, the Nottingham store will move from its current 5,920 square foot premises located in the Victoria Centre shopping center, where it operated from 2014 until last year, to one of the city’s most central locations: the former Hotter Shoes store.

Superdry closed 2024 with a 23.5% drop in revenues

The retail business in Aberdeen, Scotland, will raise the shutter on a store located in the Bon Accord & St Nicholas shopping center. Since the opening of the shopping center in 2009, the brand had an outlet in Union Square.

After the closure of this store last February, this location was renovated with an investment of 500,000 pounds before being occupied by the lingerie brand Victoria’s Secret last June.

Superdry closed the previous financial year with 219.8 million pounds in total group revenue, down 23.5% on 2023. This decline affected both physical stores, which fell by 9.9%, and online retail, which suffered a 19.1% drop.