Superdry Debuts West Coast Store
The British brand Superdry is on the move in the United States.
On Sept. 23, it opened its first West Coast store, a 3,000-square-foot boutique in the high-profile Beverly Center in Los Angeles. On Oct. 4, it will open another store at the Westfield San Francisco Centre, located in trendy Union Square.
In November, it will open a store at Westfield Garden State Plaza in New Jersey followed next spring by a store at Fashion Show mall in Las Vegas. Superdry’s Brand Manager Michael Marten said the British label will eventually have a U.S. fleet of more than 15 stores by the end of next year.
Superdry is licensed in 30 countries and is sold in 100 stand-alone boutiques around the world. Its U.S. distributor is Sunrise Brands, a privately held Los Angeles–based company owned by Gerard Guez. It is sold at department stores such as Nordstrom and boutiques such as Live! On Sunset, also owned by Guez.
The brand has become popular because of its Americana look, “garage”-style graphics and Japanese lettering as well as popular price points. Most items in the store retail for under $100.—Andrew Asch
