Superdry & Co, the refreshed and repositioned Superdry proposition first revealed by founder Julian Dunkerton at the brand’s Oxford Street flagship in November 2025, has signed a 10-year lease for a store at the Derbion Shopping Centre in Derby.
The news follows the late June 2026 opening of the first Superdry & Co outlet store in the UK at Caledonia Park, a designer outlet village in Scotland.
The 4,500 sq ft store in Scotland was chosen to showcase Superdry’s latest rebrand, featuring an updated store concept and product offering.
Commenting on the new 3,576 sq ft Derby store, Dunkerton said: “Derby’s a great city, and Derbion is the perfect location to launch our new Superdry & Co store format.
“There’ll be customers who’ve known us for years and people who’ve never shopped with us, and I want all of them to experience how the brand has evolved and what we stand for now. We have a huge opportunity ahead, and I’m thrilled to be opening new stores in 2026.”
The new store, which will carry the brand’s latest womenswear, menswear and accessories collection for AW26, will feature a lighter, brighter and more elevated format than old Superdry stores, built around its signature preppy style.
Derby 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.
Beth McDonald, Managing Director at Derbion, commented: “The addition of Superdry & Co to our line-up aligns well with Derbion’s young shopper demographic which continues to grow thanks to the rising student and young professional population.
“Superdry & Co also continues the run of leading international brands coming to Derbion as we strengthen our position as the home of fashion in the East Midlands.”
Superdry & Co becomes the latest fashion chain to sign at Derbion, with the retail destination recently welcoming Office, FatFace, Crew Clothing, Victoria’s Secret and Seasalt, as well as announcing Primark will be relocating to a newly created 50,000 sq ft store next year.
Last month, Superdry & Co announced a new long-term co-branding agreement with Italian sportswear brand Kappa, with the first collection scheduled to launch for SS27.
The deal covers the design and development of Kappa x Superdry apparel and footwear, alongside distribution across the UK and selected European markets.
Designers from Superdry & Co have been working with Kappa’s team at the Italian brand’s archive in Turin, drawing on its heritage and existing design references.
As part of this, the collection will draw on Kappa’s sporting heritage and Omini logo, reworked through Superdry & Co’s approach to fit, fabrication and colour.
Kappa, which is owned by Turin-based BasicNet Group, becomes the first sportswear name in Superdry & Co’s portfolio of complementary brands. It follows the addition of Bench and US workwear label Stan Ray to the Superdry & Co portfolio over the past seven months.
At the time of the announcement, Dunkerton said: “Kappa is one of the great Italian sportswear brands and its archive is extraordinary.
“We’ve signed Kappa for the long-term because that’s how you build something that truly resonates. I think this collection is going to be hugely exciting for our customers.”
Julian Dunkerton has also joined the speaker line-up for the highly anticipated TheIndustry.fashion Fashion [Un]Bound Summit on 15 October 2026.
The one-day event at The Forum, Leadenhall in the City of London, will bring together about 200 fashion-industry leaders for interviews, presentations and panel discussions focused on changes in retail.
Additional confirmed speakers include renowned retail expert Mary Portas, H&M UK and Ireland Managing Director Karen O’Rourke, Topshop and Topman Global Chief Marketing Officer Moses Rashid, Aligne CEO Ginny Seymour, Albaray CEO Paula Stewart and Toast CEO Suzie de Rohan Willner.