The British label Superdry is planning expansion in Great Britain and Europe. 15 new stores are planned for the coming year.
“I have 15 new stores on my list for the UK,” Chief Executive Officer (CEO) Julian Dunkerton told Drapers. Dunkerton named Dundee, Lincoln, Norwich and Bath as potential locations.
For continental Europe, he named Belgium, France, Germany and the Netherlands as possible destinations. The stores would open as soon as suitable locations became available.
Superdry launched a restructuring plan last year to cut rents and close a number of stores in the UK. These moves appear to have paid off, as the company returned to profitability this year.
For the 52 weeks to April 26, 2025, Superdry reported a pre-tax profit of 33.8 million pounds (around 38.60 million euros). In the previous year, the company had recorded a loss of 48.3 million British pounds.
The company cited cost savings of over 128 million British pounds as the reasons for the positive development. An increased gross margin and a strategic focus on selling at full price (“full price trading stance”) also contributed to this.
In mid-2025, the company renamed itself Superdry & Co. and adopted a more “preppy” design approach. The new name also introduced a refreshed store format designed to offer a more premium shopping experience.
Speaking to FashionUnited earlier this month, Dunkerton added that he wants to bring Superdry under the same roof with other brands in these new formats. The aim is to create a uniform and at the same time diverse environment.
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