Superdry & Co is set to make a “significant reinvestment” at Harlequin Watford Shopping Centre in Watford, Hertfordshire, with a new elevated store introducing the brand’s refreshed retail format.
The retailer is relocating to a prominent 5,549 sq ft central mall unit on the Upper Mall in December, complementing neighbouring leading retailers including Marks & Spencer, Levi’s and White Stuff.
Superdry & Co says that the move comes as a direct result of continued strong performance at the centre and forms part of the wider £30 million brand investment over the past 24 months.
Julian Dunkerton, founder and CEO of Superdry, said: “Harlequin is a brilliant destination, and our Watford store has always traded really well there, so reinvesting was an easy decision.
“The new location will deliver our reimagined Superdry & Co store format, and I’m excited for customers to experience it. We can’t wait to open the doors.”
Robert Jewell, Managing Director of Asset Management at Pradera, added: “We already know that Superdry resonates with the 17.7 million strong visitors who pass through Harlequin’s doors annually. Our retail and leisure mix is always evolving, but this isn’t to say our existing brands aren’t at the forefront of our minds.
“It’s key that our leasing strategy supports the needs and wants of our retailers as much as our customers to ensure that we’re delivering the best of the best in retail to our wide catchment of Watford residents, North Londoners and office workers.”
The new store will carry the brand’s latest womenswear, menswear and accessories collections and will feature a lighter, brighter and more elevated format than older Superdry stores, built around its signature preppy style.
Watford shoppers will also be able to discover the Bench streetwear label, which joined the Superdry & Co portfolio earlier this year, extending the store’s offering to a younger, trend-led customer.
In September, Superdry & Co revealed it was bringing its refreshed and repositioned retail proposition, first revealed by founder Julian Dunkerton at the brand’s Oxford Street flagship in November 2025, to Derbion Shopping Centre in Derby, having signed a 10-year lease on a new 3,576 sq ft store.
The news followed the late June 2026 opening of the first Superdry & Co outlet store in the UK at Caledonia Park, a designer outlet village in Scotland.
