Superdry ramps up German expansion with new Berlin superstore

By

Sandra Halliday

Published
Dec 9, 2016

Superdry has opened its biggest store yet but not in its domestic market. The new opening is in the Kranzler Eck shopping centre in West Berlin. Another, smaller, Berlin store will open next year at Leipziger Platz.

The Supergroup-owned company officially opened Thursday in a space covering 3,800 sq m and replicated the concrete, lighter wood, industrial details and new VM style of its UK stores located in Westfield London and Manchester Arndale.

Reflecting a trend towards mixed use for new stores, the company has also located its wholesale showroom on the site, and has included a café and added a space for local artists to display their creations.

The store offers the complete Superdry collection, including snow and sports and the successful Idris Elba collaboration.

The brand has opened four German stores in the past year with the company seeing it as an increasingly important market.