On the day Superdry opened its first new format location in Nottingham, boss Julian Dunkerton told Retail Week he would like to open another dozen of the stores in the UK.

Superdry & Co store in Nottingham

Source: Superdry

Supdery boss Julian Dunkerton said the rebrand had received a ‘positive response’ from customers

With the opening of the first Superdry & Co format in the city today, and plans to open a second store in Aberdeen later this year, Dunkerton said he had drawn up a “target list” of towns and cities the retailer is not currently in.

He said he could see adding between 10 and 12 new stores to the brand’s existing estate, and work was already underway to refresh existing stores to the new Superdry & Co branding.

Dunkerton said: “We’ve got a target list of towns that we’re looking at and that we’re not in yet. There are about 10 to 12 of those in the UK. Obviously, we will also be looking to refresh our existing estate. I can’t do them all right away, but we will work our way through the estate. We’ll see better results the quicker that happens.”

Dunkerton also said he is in the “first stages” of looking at new Superdry & Co store locations internationally, in Utrecht and Amsterdam in the Netherlands, and Munich, Germany.

“This format is our format,” he said. “We’ve been progressing with the search overseas. You’ve seen the website change; it’s about gently introducing the rebrand to the customers. We’ve had such a positive response, which has really given us the confidence now to begin rolling it out”.

Dunkerton said the Nottingham store would end up beating its sales target for the day by 500% and said he now feels as though he’s “achieving everything that needed to be achieved” with the brand.

“You can see the progress,” he said. “You can feel the progress, too.”

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