Superdry is introducing its ‘Athletic Essentials’ concept store to attract Gen Z consumers.
- The store will open in Westfield London, focusing on womenswear for ages 16 to 27.
- Items include matching sets, sweatshirts, hoodies, and graphic T-shirts.
- The new line features modern loungewear blended with vintage style.
- This initiative is part of Superdry’s broader turnaround strategy.
Superdry is making strides in its effort to connect with the Gen Z demographic by opening a new concept store: ‘Athletic Essentials’. This move comes as part of the brand’s extensive strategic plan aimed at revitalization and expansion.
Set to unveil in Westfield London, this innovative outlet will feature predominantly womenswear, specifically targeting shoppers between the ages of 16 to 27. The collection will spotlight modern casual staples such as matching sets, sweatshirts, hoodies, and graphic T-shirts designed for everyday use.
Founder and chief executive Julian Dunkerton expressed enthusiasm about the launch, stating, “The Athletic Essentials store is a really exciting innovation for us, and it’s great to be able to move the brand forward and deliver something fresh to a new generation.” This statement underscores Superdry’s commitment to combining vintage aesthetics with contemporary comfort.
This latest development coincides with Superdry’s ongoing turnaround strategy, which has included substantial operational changes such as delisting from the London Stock Exchange and introducing rent cuts across its retail locations. These measures are indicative of the retailer’s broader attempt to solidify its position in the competitive fashion market.
In addition, Superdry has recently announced a new licensing agreement with Next, further diversifying its product offerings with a 95-piece kids collection available online and in select UK stores starting in November.
Superdry’s new store launch is a pivotal step in its reinvention strategy to engage modern consumers.
