Known for its Japanese-influenced cold weather clothing, Superdry has signalled it will position itself as a premium retail destination within Auckland at 101 Queen St.
Superdry emerged from Cult Clothing, which was founded in the London suburb of Cheltenham during 1985 by Julian Dunkerton and an unnamed former business partner. The Superdry brand was created 18 years later in partnership with designer James Holder with the intent of building a new in-house brand for Cult.
Its parent company, now also called Superdry, has been listed on the London Stock Exchange since 2010. At December 2018, it had 249 owned stores and 449 franchised and licensed stores. New Zealand is the 47thcountry it’s opened in.
Brand general manager Antony Hampson says expanding into New Zealand was a ‘natural next step for the brand’.
He says the New Zealand climate is considered ideal for Superdry’s product offering, which centres around cold-weather-related product such as jackets. It expands over menswear, womenswear, accessory and snow gear categories.
Superdry Auckland will mark the 18th Superdry store opened under Brand Collective Pty Ltd, which first secured the international licence in 2007.
Its website is now live in New Zealand from today, offering a digital shopping experience and free shipping to New Zealand customers.