Superdry targets Gen Z shoppers with new Athletic Essentials concept store

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Exclusive: Fashion retailer Superdry is opening the doors to a new concept store, Athletic Essentials by Superdry, as it targets Gen Z amid its ongoing turnaround strategy.

Retail Week can reveal that the new concept store is opening at London’s Westfield shopping centre, White City, later this week.

With a shift in focus to the Gen Z shopper, Superdry’s Athletic Essentials range in the store is expected to largely offer womenswear targeting customers between the ages of 16 and 27.

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Superdry’s Athletic Essentials collection offers a range of matching sets, sweatshirts, hoodies and graphic T-shirts designed for everyday wear.

The fashion retailer said its new autumn/winter range this year offers a “versatile range of modern loungewear and transitional layering pieces”, and describes the collection as a range that combines “vintage vibes with modern comfort”.

The news comes after boss Julian Dunkerton vowed to make Superdry “so much more relevant” and discussed plans for a “reinvention” of the brand after the business delisted from the London Stock Exchange earlier this year.

Dunkerton told Retail Week: “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.”

Superdry also told Retail Week that since the launch of its autumn/winter collections results at the business have been “overwhelmingly positive” with stores and online seeing double digit like-for-like growth.

The retailer highlighted knitwear as a large area of growth at the business to date and said jackets are also performing well.

Superdry customers can also expect an overhaul of the brand’s website, which hopes to improve the customer journey, refresh its look and feel and streamline the shopping experience.