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…
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