Superdry has confirmed it wants to open a new store in Dundee, naming the city on a “hitlist” of 15 potential UK locations as it looks to rebuild its presence on the high street. The retailer, which has already returned to Aberdeen with its refreshed Superdry & Co concept, is now eyeing further Scottish growth once suitable units become available.
Chief executive and founder Julian Dunkerton said he has a pipeline of British sites in mind, including Bath, Lincoln, Norwich and Dundee, and intends to launch new shops “as soon as suitable sites are identified.” The move marks a sharp change in direction for the brand, which was forced to close almost half its stores during a major restructuring drive.
From crisis to comeback
The expansion plans follow a dramatic turnaround in the company’s finances, with Superdry reporting a statutory profit after tax of £50.5 million for the year to 26 April 2025, compared with a loss of more than £67 million the year before. Dunkerton said the business had emerged from its restructuring “leaner, more disciplined and better positioned to grow profitably,” adding that “FY25 has been a transformative year – now we’re ready to build again.”
As part of that plan, the brand exited the London Stock Exchange in April and secured creditor backing for a deal that cut rents on 36 of its 94 remaining stores while permanently closing 47 sites. The shake-up has allowed Superdry to refocus investment on locations it sees as strategically important, including university cities and major regional shopping centres.
New formats, new customers
Superdry’s revival has been underpinned by a push into circular fashion, with curated second-hand edits featuring labels such as Carhartt and Ralph Lauren alongside upcycled pieces. The company says this more sustainable approach is helping it connect with value-conscious shoppers while refreshing its image on the high street.
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Alongside this, the retailer has launched Cult, a sub-brand aimed at Gen Z customers and inspired by Dunkerton’s 1990s label Cult Clothing. He said the business is “thriving” and that the toughest decisions have already been taken, allowing the team to focus on growth and “the exciting next chapter” for the brand.
What a Dundee store could mean
If a deal is secured, a Superdry store in Dundee would join a new wave of sites across the UK and Europe, with additional openings being explored in France, Germany, Belgium and the Netherlands. Industry watchers say a Dundee launch would underline the brand’s renewed confidence in physical retail and in Scottish city centres in particular.
For local shoppers, a new store would likely mirror the upgraded Superdry & Co format seen in Aberdeen, which combines men’s and womenswear with a vintage edit and emphasises craftsmanship and storytelling in-store. As Dunkerton put it when discussing the brand’s new direction, Superdry is “creating spaces that put craftsmanship front and centre” and inviting customers “to rediscover the next chapter” of the label.
