Superdry targets Gen Z with new store concept
Superdry is set to launch a new store concept aimed at the younger generation, as the retailer continues with its turnaround plan.
The new ‘Athletics Essential’ concept will debut at Westfield London later this week, Retail Week has reported.
The store will largely offer womenswear and target shoppers between the ages of 16 and 27. The Athletic Essentials collection includes products such as matching sets, sweatshirts, hoodies, as well as graphic T-shirts.
Julian Dunkerton, founder and chief executive of Superdry, 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.”
This comes after a tumultuous year for the retailer, which in April announced a restructuring plan to cut rents on 39 of its stores and delist from the London Stock Exchange. The plan was then sanctioned in June.