Superdry & Co reinvests into Harlequin Watford store

Superdry & Co is set to make a significant reinvestment at Harlequin Watford, relocating and refurbishing its store.

The fashion retailer’s updated space, located on the scheme’s Upper Mall, will span 5,549 sq ft and be situated in close proximity to complementary retailers such as White Stuff, Levi’s, and M&S.

The new store introduces Superdry’s latest format, which looks to offer a lighter, brighter and more premium shopping experience. Customers will find the brand’s range of preppy-inspired clothing alongside Bench, the group’s streetwear label.

Robert Jewell, managing director of asset management at Pradera, said: “We already know that Superdry resonates with the 17.7 million strong visitors who pass through Harlequin’s doors annually. Our retail and leisure mix is always evolving, but this isn’t to say our existing brands aren’t at the forefront of our minds. It’s key that our leasing strategy supports the needs and wants of our retailers as much as our customers to ensure that we’re delivering the best-of-the-best in retail to our wide catchment of Watford residents, North Londoners, and office workers.”

Julian Dunkerton, founder and CEO of Superdry, added: “Harlequin is a brilliant destination and our Watford store has always traded really well there, so reinvesting was an easy decision. The new location will deliver our reimagined Superdry & Co store format, and I’m excited for customers to experience it. We can’t wait to open the doors.”

This news follows the recent announcement that health and beauty retailer Superdrug has committed to a significant upsize within Harlequin, which will see the retailer increase its store footprint by over a third. This, alongside Superdry’s reinvestment, takes the total value of tenant investment at Harlequin to £30m since 2024.

Time Retail and LM are Harlequin’s retail leasing agents, while Metis and LM lead the leisure leasing. Pradera asset manages Harlequin on behalf of SGS UK Retail.