British fashion brand Superdry & Co opened its newly designed flagship store on Oxford Street on Tuesday evening – as part of an exclusive launch event attended by cultural trendsetters, VIPs and press representatives. Melanie C was also present and provided the musical accompaniment as a DJ. The evening marked an important milestone in the brand’s evolution and brought to life the creative and cultural shift that is at the heart of Superdry & Co’s redefined brand identity.
The event follows several recent store openings in Nottingham and Aberdeen and took place shortly after the release of the 2025 financial year figures. These confirmed a return to profitability and a strengthened basis for future growth.
The evening was hosted by founder and Chief Executive Officer (CEO) Julian Dunkerton. The event provided an immersive introduction to the newly sharpened brand strategy, which focuses on a renewed commitment to craftsmanship, quality and authentic British style. The Oxford Street store embodies this realignment on a physical level: with a refined store design, high-quality materials and an even more curated shopping experience.
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