British fashion brand Superdry is accelerating its retail expansion with plans to open 21 new stores in the UK and the rest of Europe in 2026. CEO Julian Dunkerton confirmed to the trade magazine Drapers that 15 of these locations will be in Great Britain. The remaining six are intended to strengthen the brand’s presence in mainland Europe.
Confirmed European locations include Berlin in Germany and Utrecht in the Netherlands. Last November, Dunkerton had already named Belgium, France, Germany and the Netherlands as primary expansion targets as soon as “the right locations were available”.
The expansion follows a significant evolution of the brand. After rebranding as Superdry & Co. in 2025, the company adopted a “preppy” design aesthetic and a premium store format. Dunkerton noted that these new stores are designed to bring multiple brands under one roof. The aim is to create a uniform yet diverse shopping experience.
The background to the growth plans is the company’s financial recovery. Superdry returned to profitability in the previous 2024/25 financial year. The company recorded a profit before tax of 33.8 million British pounds (39.0 million euros), after posting a corresponding loss of 48.3 million British pounds in the previous year. These results were achieved thanks to the full-price sales strategy and cost savings of over 128 million British pounds.
Beyond brick-and-mortar retail, Superdry is also shifting its focus across product categories. Dunkerton stated that women’s fashion is expected to surpass men’s fashion by August 2026. In this context, the introduction of the women’s fashion line at the Spanish department store chain El Corte Inglés is planned for later this year. The brand targets Generation Z and Generation Alpha consumers.
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