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- Customer profile and the missions it trades on
- Estate strategy - formats, pitch and growth plan
- Commercial KPIs - transaction value, revenue, benchmarks
Superdry UK store locations
What Superdry is
Superdry is a British-founded casualwear brand for men and women, built on a vintage-Americana-meets-Japanese-graphics design identity and now repositioning around a preppy, British-heritage look under the Superdry & Co name. It sits in the mid-market, between value casualwear such as Primark and H&M and premium contemporary fashion such as AllSaints and Reiss, framed by its CEO as "a premium experience, with fair pricing".
Price tier: Mid-market
Ownership: A private company with no single majority owner. Founder and CEO Julian Dunkerton holds the largest stake at around 26%, and co-founder James Holder, also the founder of Bench, holds around 5%. The UK and core European stores are directly operated, while much of the brand's international presence runs through licensing and franchise partners.
Formats: Shopping-centre and high-street stores, designer-outlet village units such as Cheshire Oaks, and an Athletic Essentials concept store at Westfield London aimed at a younger, largely womenswear-led customer. Also sold at superdry.com, through the Superdry Club loyalty programme, and via ASOS, Zalando and Brands at M&S.
Growth: Re-expanding its store estate, with 21 new stores targeted, 15 of them in the UK, alongside a strategy of upsizing existing stores to carry partner brands Bench and Kappa next to the core Superdry range.
How many Superdry stores are there in each region of the UK?
| South East | 15 |
| Scotland | 7 |
| South West | 7 |
| East of England | 7 |
| East Midlands | 7 |
| Greater London | 6 |
| West Midlands | 5 |
| Yorkshire and the Humber | 4 |
| North West | 3 |
| Northern Ireland | 3 |
| Wales | 3 |
| North East | 1 |
Who Superdry competes with in the UK
- AllSaintsclosest match on design-led British casualwear, at a higher price point · 59 sites
- Hollisterlogo-led youth casualwear competing for the same shopping-centre customer · 34 sites
- Abercrombie & FitchAmerican youth casualwear with a comparable graphic heritage · 14 sites
- Fat FaceBritish mid-market lifestyle casualwear at a comparable price tier · 174 sites
- JoulesBritish-heritage lifestyle clothing at a comparable mid-market price · 53 sites
- French ConnectionBritish mid-market heritage casualwear at a comparable price tier · 58 sites
- GANThigher-priced American-collegiate heritage competitor · 17 sites
How many Superdry stores are there in the UK?
69 open stores as at November 2026: 63 standard stores, 3 outlet stores and 3 airport stores.
Who owns Superdry?
Superdry is a private company with no single majority owner. Founder and CEO Julian Dunkerton holds the largest stake, at around 26%, and co-founder James Holder holds around 5%.
Does Superdry have outlet stores?
Yes. Alongside its shopping-centre and high-street stores, Superdry trades from designer-outlet village units, including Cheshire Oaks.
What is Superdry & Co?
The refreshed identity Superdry now trades under, bringing a preppy, British-heritage look to the range and acting as an umbrella for sub-brands such as Cult By Superdry.