SYDNEY: Pacific Brands staple Superdry has kicked off a three-year retail rollout by launching six stores in six weeks.
The move commenced with the launch of a Westfield Sydney City store on October 28, and will be followed by Charlestown Shopping Centre (NSW), Westfield Chatswood (NSW) and Melbourne Central (Vic) later this month.
Further store openings are scheduled for Westfield Parramatta (NSW) and World Square Shopping Centre (NSW) in early December.
Superdry is operated locally by Brand Collective, a youth fashion division of clothing group Pacific Brands. Brand Collective retail business manager Peter Hornby said the aim was to open 30 stores within three years, with just two stores in operation prior to the commencement of the rollout.
“The brand wanted to make a big opening statement in Australia,” he said. “Six stores in six weeks makes that a reality. It also has all our stores open by Christmas.”
Several roles have been newly created to support the rollout, including retail business manager, business manager, two area managers for New South Wales and Victoria and two regional visual merchandising roles.
UK design firm SKK will develop the interior concept for all stores, incorporating design features such as railway sleepers, scaffolding assembly framework and steel support joints.
The first Saturday of trade at each new store will see consumer activations take place, such as complimentary styling sessions, clothing giveaways and live entertainment.
In addition to its retail network, Superdry is distributed through independent boutiques and retailers David Jones, Glue and Mooks.
Hornby said new categories could be introduced to complement its current offer of womenswear, menswear, denim and accessories.
“The footwear category in particular is one that shows lots of potential,” he said. “Our first focus is to establish the brand at retail and let our shoppers experience and trial the great product.”
The UK-headquartered Superdry operates over 80 concept stores worldwide, with the last six months seeing store openings in Montpellier (France) and Jakarta (Indonesia). The Brand Collective portfolio includes Mossimo, Stussy, Mooks, Freshjive and Paul Frank.
Assia Benmedjdoub