Superdry is accelerating its retail footprint with 15 new UK stores and plans for European expansion, aiming to strengthen its position in performance apparel alongside fashion.
Superdry has announced plans to open 15 new stores across the UK as part of a broader strategy to grow its presence in Europe. The expansion includes locations in high-traffic shopping areas and aims to revitalize the brand’s physical retail network after recent restructuring efforts.
From Fashion to Function: Superdry’s Sportswear Evolution
While best known for its fusion of Japanese-inspired graphics and vintage Americana style, Superdry has evolved into a player in the sporting goods industry. Its sportswear offerings now span gym and training apparel, running gear, and technical outerwear for outdoor activities and snow sports. Collections feature moisture-wicking fabrics, ergonomic cuts, and specialized designs for performance, including leggings, sports bras, and athletic shorts for women, and gym tops, joggers, and engineered shorts for men. The brand also offers footwear and accessories such as sneakers, backpacks and water bottles.
This diversification positions Superdry to compete in the growing athleisure and performance wear segments, where consumer demand for functional yet stylish apparel remains strong. Partnerships with sports teams and dedicated snow collections further underline its commitment to technical innovation. The retail expansion signals confidence in brick-and-mortar as a complement to e-commerce, even as the UK and European markets face economic headwinds and shifting consumer habits.
