Superdry is set to make a significant return to the High Street with plans to open 15 new stores across the UK, alongside multiple new outlets in Belgium, France, Germany, and the Netherlands. This ambitious expansion signals a strong comeback for the fashion retailer after a period of financial hardship and strategic restructuring.
Founder and CEO Julian Dunkerton revealed that Superdry has a “hitlist” of strategic British cities ready for growth, including Bath, Dundee, Lincoln, and Norwich. The company aims to launch these new stores as soon as prime locations become available.
This resurgence follows a tumultuous period where Superdry delisted from the London Stock Exchange, received creditor approval for a major restructuring plan, and closed nearly half its stores. The company negotiated rent reductions for 36 of its 94 UK locations, shuttered 47 stores permanently, and streamlined operations by closing a key Belgian distribution center.
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The past two years challenged the brand amid the cost-of-living crisis, but Superdry has rebounded impressively. For the fiscal year ending 26 April 2025, the company reported a statutory profit after tax of £50.5 million, reversing a £67.7 million loss the year prior. Adjusted profit before tax surged to £33.8 million from a loss of £48.3 million, although group revenues fell by 23% to £374.6 million, reflecting store closures and a cautious discounting approach.
Central to Superdry’s revival is the launch of its new identity, Superdry & Co, which marks a departure from its previous Japanese-inspired style towards a “preppy” British heritage aesthetic. The three-story Oxford Street flagship store showcases this fresh look, with revamped stores in Nottingham and Dundee following suit.
Dunkerton emphasized the brand’s transformation: “If you wander around the store, you will see that we have fundamentally changed. It really is a rebirth of the brand.”
Additionally, Superdry is focusing on sustainability with curated second-hand collections featuring Carhartt, Ralph Lauren, and upcycled items, all designed to appear as good as new. To appeal to younger consumers, the company has launched Cult by Superdry, a new youth-focused sub-brand inspired by Dunkerton’s 1990s label, Cult Clothing, catering to Gen Z’s fashion sensibilities influenced by resale and social media trends.
Superdry also holds the UK licence for Bench, with a new collection planned for early 2026 and shop-in-shop concepts rolling out across the network.
Having made the toughest decisions and now operating leaner and more efficiently, Superdry is optimistic about its future. Dunkerton concluded, “We are emerging leaner, more disciplined, and better positioned to grow profitably. FY25 has been a transformative year. Now we’re ready to build again.”