UK young fashion brand Superdry, owned by mini chain Cult Clothing, is opening a new London store and converting one of its parent retailer's stores to its fascia.
The move is part of Cult Clothing's strategy to expand Superdry's footprint in the city, following the opening of its first shop in 2005.
Superdry and Cult Clothing co-owner Julian Dunkerton said the new shop was located near its existing Covent Garden store, where sales have risen 50% year on year.
"In big cities, the own-brand format gives a clearer message to consumers than the multi-brand layout, especially in stores of up to 3,000 sq ft," said Dunkerton. "It's a strategy that works, judging by the figures from the existing store in Covent Garden."
He added that the Superdry label has been expanded to meet the needs of the extra space provided by the new stores.
The new 2,000 sq ft store in Earlham Street, Covent Garden, opens this month and will be quickly followed by the conversion of the Cult Clothing shop in Carnaby Street.
Dunkerton added that Cult Clothing's 13 stores were trading between 15% and 30% up year on year.
The Superdry stores also sell boardwear brand Breed and surf-style label California Surf Co.
Cult Clothing is in talks with unnamed third parties to sell a stake in the wholesale and retail business.