Superdry to open new store at Derbion shopping centre

British fashion brand Superdry & Co is opening a new store at Derbion, a shopping and leisure destination in Derby, England, after signing a 10-year lease for a 3,576-square-foot unit. The store will introduce the brand's recently refreshed identity to the city, built around a lighter, brighter format and its signature preppy style.

Founded in the UK in 2003, Superdry & Co unveiled a major rebrand last year. The new store will stock womenswear and menswear from its autumn/winter collections alongside its outerwear range, and will also carry the Bench streetwear label, which joined the Superdry & Co portfolio earlier this year.

Superdry is the latest fashion retailer to sign at Derbion, following recent additions including Office, FatFace, Crew Clothing, Victoria's Secret and Seasalt. The centre has also announced that Primark will relocate to a new 50,000-square-foot store there next year.

"The addition of Superdry to our line-up aligns well with Derbion's young shopper demographic, which continues to grow thanks to the rising student and young professional population," said Beth McDonald, managing director at Derbion.

"Derby's a great city, and Derbion is the perfect location to launch our new Superdry & Co store format," said Julian Dunkerton, founder and chief executive of Superdry & Co.