Superdry to open first boutique in Cheltenham

Fashion chain Superdry is about to open its first boutique on Main Street in Cheltenham.

The global retailer, headquartered in the city of Gloucestershire, will open its new outlet at 102-104 The Promenade on December 1.

The brand, which also has a Cheltenham store in Clarence Street, will use its new Grade II listed outlet to showcase a selection of men’s and women’s clothing from its Superdry Studios and Sport Performance lines.

The company said the Studio line clothes are made from fibers with a “lighter environmental footprint” such as organic cotton, hemp, yak and Tencel, which are derived from the wood pulp of trees from renewable forests cultivated in specialized forest farms. The new store will also carry items from the brand’s recycled clothing line.

On November 1, Superdry announced new sustainability goals, including a commitment to convert 65% of its cotton, non-cotton clothing into low-impact or recyclable alternatives by 2025, with 100% cotton going organic. by 2030.

The company also recently announced a partnership with another Gloucestershire company, Versarien, a leading engineering materials company, to produce low environmental impact clothing using the graphene material.

Superdry’s new store follows the opening of its new flagship store in Oxford Street, London on November 10, a base for the company’s wholesale showroom and influencer program.

In his latest business statement, Superdry chief executive Julian Dunkerton said the company is “recovering well” from the disruption of the pandemic.

The company said it saw improved trade in its retail channels in the eight weeks leading up to October 23, after first-half performance was affected by temporary store closures in Europe, as well. than by definitively closing 15 stores, including Regent. London Street in July.

Superdry operates more than 500 brand name stores in 46 countries and has 139 stores in the UK and mainland Europe.

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