Superdry to expand to many Swedish cities

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As expected, the British clothing brand Superdry is expanding in Sweden. Four stores in Stockholm and Gothenburg opens before Christmas – and the owner Supergroup wants to establish itself in most major Swedish cities.


During 2015-2016 the youth oriented chain opens at least six stores in Stockholm and Gothenburg, while looking for more establishment opportunities for continued expansion.

In November this year Superdry opens its first stores in Sweden, in the Mall of Scandinavia and in the Täby Centrum shopping center outside Stockholm, Gallerian in downtown Stockholm, and in Vasakronan’s recently renovated Kompassen in Gothenburg city centre.

In the spring of 2016 two more stores are contracted.

JLL Retail Agency has contracted the establishment of the trademark in Sweden and is now looking for potential premises along with Superdry  for continued expansion in Sweden. It is mainly areas within the major cities that is of interest.
Superdry’s intention is to recruit locally so that local culture can be mixed with the brand experience they offer.

”This is an important part of Supergroup’s strategy to build the brand’s presence in Europe and get even more people to discover the quality of Superdry’s products and breadth of the range, says Gail Abbott, Head of International Retail Supergroup.

JLL Retail Agency has also acted as advisor to the clothing chain in connection with their entry into the Swedish retail market.

”The interest of international brands to establish themselves in Sweden have never been as high as in 2015. Swedish consumers have long waited for Superdry to establish themselves in Sweden. The reception of the fashion chain has been extremely strong within both property owners as well as among Swedish consumers, something that clearly indicates Superdry’s greatness and influence in the fashion industry,” says Martin Lindgren, head of JLL Retail Agency.