In April Superdry launched a 25,000 sqf flagship store on London Regent Street, set to become the largest UK retailer and the brand's international showcase. The five-story building was originally the Austin Reed flagship and will be the world's biggest Superdry store. Authentic distressed woodwork remains with rusted metals and intense light accompanied by a new sweeping staircase with glass balustrade underneath an oversized Superdry logo and video wall showing the brand's footage and campaign films. Marble floors, cream vitrolite walls and unique accents like original 1930s barber chairs complete the look.
The building's basement hosts an art-deco spa and Tommy Guns hair & beauty salon while the top floor serves as an international showroom, VIP zone and press lounge. The four floors in between are all devoted to retail, presenting exclusive Regent Street-only collections, early seasonal garments and of course the brand's regular offering as well.