Superdry is pushing ahead with an ambitious store expansion strategy, planning to open 21 new locations across the UK and Europe in 2026. Speaking to Drapers, CEO Julian Dunkerton confirmed that 15 of those will be in the UK, while the remaining 6 will expand the brand’s presence across mainland Europe.
The move marks a significant shift in momentum for a brand that spent much of the past two years rationalizing its estate, closing underperforming stores, and renegotiating rents as part of a sweeping restructuring plan approved in June 2024.
Europe’s New Flagship Markets
Among the confirmed new European locations are Berlin, Germany, and Utrecht, the Netherlands, both expected to open during the summer of 2026.
Those markets were already on Dunkerton’s radar. In November 2025, he named Belgium, France, Germany, and the Netherlands as the primary targets for European expansion, telling FashionUnited the brand would move once the right sites became available. The pace at which those sites are materializing now suggests Superdry is moving faster than originally anticipated.fashionunited+1
A partnership with El Corte Inglés will also bring the brand into Spain, further widening the brand’s European footprint beyond its traditional strongholds.
A Reinvented Retail Format
The new stores are not simply reopening old Superdry locations under a familiar formula. Under the rebranded Superdry & Co. identity, the company is developing multi-brand environments designed to house several labels under one roof, creating what Dunkerton described as a unified yet diverse shopping experience.
That model has already been trialed in refitted flagship locations on London’s Oxford Street, Nottingham, and Dundee, where the brand’s updated aesthetic has been rolled out ahead of new openings. In the UK, Glasgow’s new site will become the brand’s largest store in Scotland, opening alongside several other UK cities expected to follow through 2026.linkedin+1
From Restructuring to Growth
The expansion story looks very different from where Superdry was just two years ago. The company was delisted from the London Stock Exchange in April 2024 and underwent a painful restructuring, closing 47 outlets and cutting rents on 36 of its remaining UK stores to build a leaner, more profitable base.
That reset appears to be working. The brand has returned to profitability and is now operating from a more focused estate, giving it the financial confidence to invest in growth rather than just survival.retaildetail+1
Why This Expansion Matters
For European fashion retail, Superdry’s comeback is a useful case study in how a brand can use a restructuring period not just to cut costs but to reframe its identity and rebuild its retail strategy from the ground up. The move into multi brand environments, the rebranding to Superdry & Co., and the deliberate, market by market approach across Europe all point to a brand that has carefully thought through what its next chapter should look like.
With 21 stores on the way and new partnerships in Spain opening additional doors, 2026 is shaping up to be the year Superdry turns its restructuring story into a genuine growth one.
