Superdry & Co relocates Watford store to larger Harlequin unit

British fashion brand Superdry & Co is relocating and refurbishing its store at Harlequin Watford, the Hertfordshire shopping centre owned by SGS UK Retail. The move follows what the centre describes as strong trading at the existing store.

The new store will cover 5,549 square feet on the centre's Upper Mall, close to White Stuff, Levi's and M&S. It will be the latest example of Superdry's new store format, which the brand describes as lighter, brighter and more premium. Alongside Superdry's own collections, the store will also carry Bench, the group's streetwear label.

"Harlequin is a brilliant destination and our Watford store has always traded really well there, so reinvesting was an easy decision," said Julian Dunkerton, founder and chief executive of Superdry. "The new location will deliver our reimagined Superdry & Co store format, and I'm excited for customers to experience it."

Tenant investment reaches 30 million pounds

Harlequin attracts 17.7 million visitors a year. The relocation follows a recent commitment from health and beauty retailer Superdrug to increase its store footprint at the centre by more than a third. According to the landlord, these two moves bring total tenant investment at Harlequin to 30 million pounds since 2024.

"We already know that Superdry resonates with the 17.7 million strong visitors who pass through Harlequin's doors annually," said Robert Jewell, managing director of asset management at Pradera, which manages the centre on behalf of SGS UK Retail. "It's key that our leasing strategy supports the needs and wants of our retailers as much as our customers."

SGS UK Retail also owns Lakeside in Greater London and Victoria Centre in Nottingham.