Superdry has opened its global flagship on London’s Oxford Street.

The flagship store, located at 360 Oxford Street, will be a hub for Superdry to host influencer events, press and its wholesale partners.

The shop spans 32,210 sq ft over three floors with the basement area acting as a dedicated showroom.

The showroom includes a Gin & Juice bar, a business which is co-owned by Superdry chief executive Julian Dunkerton, and will be used as the London base for the brand’s ambassador programme.

The two shop floors are merchandised using Dunkerton’s five style choices, which have formed a large part of the retailer’s latest strategy: Original & Vintage; Superdry Studios; Superdry CODE; Superdry X; and Performance Sport. 

With sustainability high on Superdry’s agenda, the store has the brand’s organic cotton collection in pride of place and features wall signs detailing its ESG goals.

The store also includes a vintage Nike shop-in-shop where customers can find unique vintage t-shirts, hoodies and jackets.

It replaces the Superdry store on Regent Street, which closed in June.

Dunkerton said:  “I am so excited to be opening a global flagship store for Superdry on Oxford Street.

“It’s long been an ambition of mine and as our brand reset gathers pace, it’s really important that we have a store in London which reflects the modern face of Superdry and where we are taking the brand.

”I’m a firm believer that physical stores will play a vital role in the future of retail and as a proud British brand, it’s important we have the best possible presence for Superdry in London, for our customers, our wholesale partners and the influencer community.

”I’m also determined that the store will be as sustainable as it can possibly be, reflecting our commitment to become the most sustainable listed fashion brand.”