Superdry opens first-ever boutique store in Cheltenham

By

Sandra Halliday

Published
Nov 25, 2021

Hot on the heels of the opening of its Oxford Street, London flagship, Superdry is now opening what it calls "a unique showcase" for two of its new collections, Superdry Studios and Performance Sport.

It opens in the affluent town of Cheltenham on December 1 in the prestigious location of Cheltenham’s Promenade.

The new Superdry Studios + Sport boutique "is bringing culture, style and performance to Cheltenham, featuring both men’s and women’s collections”, we’re told.

It’s an interesting development for a brand that has been reinventing itself in recent years and working hard to move away from the discount-focused strategy it previously employed.

It clearly sees a major opportunity in the affluent town for a honed down, premium edit of its wider offer. This compares to the recent Oxford Street opening where that wider offer is on full display.

Superdry Studios is billed as an “elevated capsule wardrobe” that’s “effortless and aspirational, defined by classic silhouettes, perfected cuts, and made using fibres with a lighter environmental footprint such as organic cotton, hemp, yak and Tencel”. The new store will feature the brand’s popular recycled range and CULT pinnacle pieces.

Meanwhile, Performance Sport fuses technical standards across Run, Train, Flex and Snow disciplines.