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Superdry opens biggest store to date

Lifestyle brand Superdry is pushing forward with its programme of international store openings, unveiling its largest ever store in west Berlin’s Kranzler Eck shopping centre yesterday.

superdry berlin

The 40,900 sq ft space adopts the new store format first rolled out at the brand’s Westfield London and Manchester Arndale locations, which uses lighter wood and new visual merchandising techniques to make shopping easier for customers.

The Berlin store is home to a new wholesale showroom, a coffee shop and a display space for local artists. It also stocks the brand’s full range of women’s and men’s wear, including the brand’s activewear line and collaboration with TV star Idris Elba.

SuperGroup chief executive Euan Sutherland said Germany was an “increasingly sophisticated” market for the growing brand.

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