Superdry to take former Forever 21 Oxford Street flagship

By

Sandra Halliday

Published
Jul 27, 2021

Just a short while after we heard that Uniqlo and Theory will be taking over the former Superdry flagship on Regent Street, London, it has emerged that the label has signed up for a brand new flagship.

It’s taking over the former Forever 21 store on Oxford Street. It’s in a prime position on what was Europe’s busiest hopping street pre-pandemic and is opposite the new Bond Street Crossrail station that will open next year.

That means millions of commuters annually will be pouring out of the station and the Superdry store is one of the first shops they’ll see.

Landlord M&G is handling the property that covers 28,000 sq ft at 360 Oxford Street. 

The new store will feature a dedicated influencer area and there will be space for wholesale partners on the lower ground floor too. But the main body of the store will comprise 22,00 sq ft of selling space for the firm’s men’s and women’s collections.

Opening this autumn, CEO and co-founder Julian Dunkerton said the new location will reflect “the modern face of Superdry and where we are taking the brand”. He also reiterated his view that physical stores remain “vital” post-pandemic and said 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”.

The company is also aiming for the new store to be as sustainable as possible.