Superdry opens new concept store
By Sarah Wood | 22nd October 2024
Cheltenham-based Superdry has opened a new concept store in London.
Athletic Essentials by Superdry opened at Westfield London shopping mall at the weekend.
Writing on LinkedIn, Superdry said: "With a younger female consumer in mind, the Athletic Essentials collection offers a versatile range of modern loungewear and transitional layering pieces that combine vintage vibes with preppy comfort."
Speaking at the opening, Julian Dunkerton, founder and CEO, said: "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 continued: "As always, this new store opening is only possible because of the vision, creativity and dedication of our incredible teams here at Superdry, with collaboration and input from Design, Collection Strategy, Brand Creative, Store Development, VM, Retail Support, Merchandising and IT."
Images credit: Superdry/ LinkedIn
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