Superdry & Co Marks New Era with Oxford Street Flagship Launch

Superdry & Co unveiled its reimagined Oxford Street flagship on Tuesday night (25th November), with an exclusive launch event attended by cultural tastemakers, VIPs and press. Melanie C was also in attendance and DJ’d the event. The evening marked a major milestone in the brand’s evolution, bringing to life the creative and cultural shift at the heart of the newly launched Superdry & Co identity.

The event follows a series of recent new store openings in Nottingham and Aberdeen and comes shortly after the company’s FY25 results, which confirmed a return to profitability and a stronger platform for future growth.

Hosted by Founder and CEO Julian Dunkerton, the event offered an immersive introduction to the brand’s refined direction: a renewed commitment to craftsmanship, quality, and authentic British style. The Oxford Street store is a physical embodiment of this transformation, showcasing elevated design, premium materials, and a more curated retail experience.