Superdry adds Sport entrance to St David's store

By

Sandra Halliday

Published
Oct 16, 2017

A few months ago Superdry said it would roll out its Sport brand as a standalone, but that doesn’t mean mainline Superdry stores will lose their sports product, Quite the opposite in fact and now the fast-growing company has unveiled a newly refurbished Superdry store as the first with a dedicated Sports entrance.

The entire store, including the shop frontage, has been renovated to reflect the brand’s latest concept and now customers can enter through the main Superdry entrance or the Sport one. They get into the same store either way, but it gets the point across.

The store follows an eye-catching design, the second of its kind for the chain, with minimal internal walls and completely open entrances. The store design was carried out by an in-house team in conjunction with design agency SKK.

St David’s is one of those high-profile shopping malls that’s winning the race to attract big-name brands with the Superdry refit being a reflection of its strong visitor numbers there. 

Other brands to sign up recently include Calvin Klein Underwear, which launched its first standalone store in Wales at the centre this autumn and lingerie retailer Bravissimo,  which also opened a flagship store at St David’s earlier this year.

The mall is anchored by Marks & Spencer, Debenhams and the largest John Lewis outside of London. It also has stores for H&M, Primark, New Look, River Island, Hugo Boss, Radley, Vivienne Westwood and Jo Malone.