Supersize Superdry

Superdry is moving from its current site at intu Eldon Square, near to Debenhams on St Andrew's Way, and doubling its present store size to 7,500 sq ft at mall level. The new Superdry will be on BlackettBridge, adjacent to HMV and Next, and will allow for a greater range to be stocked. Shopfitting has commenced and the store will be open before Christmas. Superdry was launched in 2003, after an inspirational trip to Tokyo, and aims to create ‘future classic’ garments inspired by fusing iconic vintage Americana and high-impact Japanese graphic imagery with a British twist. Superdry is a lifestyle brand designed for attitude not age with affordable, premium-quality clothing, accessories and footwear. As the brand develops the breadth and nature of its product range, it continues to appeal to a much broader, aspirational age group; those who want to feel amazing in what they wear and appreciate style, quality and attention to detail. Danny Grimshaw, Head of UK Retail, from Superdry, said: “We look forward to welcoming customers to our new, bigger store in Newcastle where they will be able to experience the high quality and breadth of Superdry products.” Ben Cox, Senior Asset Manager at intu Eldon Square added: "The upsizing of Superdry is a very exciting addition to the centre, and a real vote of confidence in intu Eldon Square trading from a key brand."