First look: Superdry has opened the doors to its new Athletic Essentials concept store
Superdry boss Julian Dunkerton has said that “boring and generic” UK shopping centres need his new Athletic Essentials stores to excite shoppers once again.
We visited the Athletic Essentials store on opening day at Westfield shopping centre, White City, and had a first look at Superdry’s newest venture amid its bid to become “cool again”.
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