Superdry European footfall rebound gives confidence for UK

Julian Dunkerton 2019

Shopper footfall has bounced back at reopened Superdry stores in Germany, giving grounds for optimism that the same will happen when the UK emerges from coronavirus lockdown.

Superdry shops have reopened in Austria, Denmark, Sweden and Germany – the retailer’s biggest overseas market. Altogether, 48 stores have reopened so far across Europe and 130 are expected to be trading by the end of May.

In Germany, footfall was down about 70% immediately after lockdown and the decline has improved to 30% over the course of a week. Most traffic has been to local stores rather than those in tourist locations.

Superdry chief executive Julian Dunkerton told Retail Week: “What we’re seeing in Europe gives us confidence for the UK. Hopefully, it will give other British retailers a bit of optimism. People want to return to normal as quickly as possible.”

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