Superdry snaps up former Forever 21 Oxford Street store as new flagship

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Superdry has agreed the lease of the former Forever 21 store on Oxford Street, with the retailer’s chief executive expressing confidence in the West End’s post-Covid recovery.

The fashion retailer agreed the lease with landlord M&G on the 28,000 sq ft store at 360 Oxford Street, opposite the new Bond Street Crossrail station set to open next year.

The lower ground floor of the store will be used to host wholesale partners and a dedicated influencer space, where social media stars can preview upcoming collections for their followers.

The remaining 22,000 sq ft will be dedicated to sales space, where sportswear, organic cotton clothing and other ranges will be displayed.

The store will replace Superdry’s current Regent Street store as its London flagship and is due to open in the autumn.

Superdry chief executive Julian Dunkerton said taking the store was a vote for the future of the West End and its eventual recovery from the ongoing coronavirus pandemic.

“I am so excited to be opening a global flagship store for Superdry on Oxford Street,” he said.

“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.”