Thursday night saw Superdry put its recent troubles on ice as the retailer celebrated the official launch of its new Regent Street flagship store.
With all floors now open, shoppers are free to roam the 5,000 sq ft womenswear basement floor, right through to the 6,500 sq ft of formal wear on the second floor.
Superdry chose the launch to preview its spring summer 2013 collection, which takes a more subdued approach to the heavy branding it has used in the past, as the retailer looks to evolve the label.
Speaking with reporters at Singer Capital, SuperGroup chief executive Julian Dunkerton said he is “adamant that getting the product right is the key to the businesses’ future success”.
The new product will land in Superdry stores for January 2013, reportedly at slighly lower price points than before.
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