M&G Real Estate has completed a 38,000 ft letting with British fashion brand, Superdry, which has chosen 360 Oxford Street as the location for its new global flagship store opening this Autumn. Superdry has a significant presence in the UK and around the world, operating in over 50 countries.
Located at the heart of London’s Oxford Street, close to Selfridges department store and a host of other world-renowned brands, the store will undergo a full fitout and refurbishment in line with the brand’s focus on digital experience and sustainability. Alongside dedicated areas showcasing its affordable, premium quality clothing, accessories and footwear, the new space will also provide a hub for its wholesale partners and network of influencers, reflecting the increasing convergence of online and bricks and mortar retail.
Previously occupied by Forever 21, the store benefits from extremely high levels of footfall thanks to its position as a global shopping and tourism district. As footfall numbers continue to recover in line with the easing of Covid-19 lockdown measures and with the arrival of the adjacent new Bond Street Crossrail station in 2022, Superdry will benefit from strengthened links to the millions of domestic and overseas visitors that flock to Oxford Street every year.
Scott Linard, Portfolio Director at M&G, said: “As one of the UK’s most popular clothing brands, we’re confident that Superdry will be a strong addition to Oxford Street. It also demonstrates the continued need for prime bricks and mortar retail in dominant locations, which play a vital role within retailer business models. Stores such as this serve a key role as the physical embodiment of brand values, which are increasingly important to new generations of shoppers and in the context of the wider shift towards experiential retail.”
Julian Dunkerton, CEO of Superdry, added: “I am so excited to be opening a global flagship store for Superdry on Oxford Street. It’s long been an ambition of mine and as our brand reset gathers pace, it’s really important that we have a store in London which reflects the modern face of Superdry and where we are taking the brand.
‘I’m a firm believer that physical stores will play a vital role in the future of retail, and as a proudly British brand, 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. I’m also determined that the store will be as sustainable as it can possibly be, reflecting our commitment to become the most sustainable listed fashion brand.”