Superdry is continuing to work on its turnaround and the latest development on this front will be the opening of a store at Westfield London under the Athletic Essentials banner, linked to the just-launched line of that name. 

Targeting Gen Z (the 16-27 age group) with a range of ultra-comfort clothing like matching sets, sweatshirts, hoodies, and graphic tees with a low-key vintage edge, it also includes the brand’s most extensive collection of organic, low-impact, and recycled products.

The store itself continues the green theme with 100% LED lighting, the use of renewable energy, timber fixtures made from locally sourced, reclaimed wood and hundreds of living plants throughout the three-storey space.

The opening was first reported by Retail Week.

CEO Julian Dunkerton said it’s “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 was a major hit with consumers in the early years of this century and into its second decade but fell from favour somewhat in recent years.

Connecting with new generations is clearly key for the business and as well as this new launch, last month it entered into a licensing deal with Next for a kidswear collection. That will be available on the Next platform and in UK stores next month.