Superdry’s store looks smart but overall the collection lacks newness.
- 153-155 Whitgift Centre
Superdry knows its customer inside-out, and judging by the number of its printed T-shirts, jumpers and logoed jackets spotted on Croydon’s streets, it’s still popular with local shoppers. In store, numerous T-shirts, vests, jumpers and hoodies come in a plethora of bright colour options, all featuring variations on logos and graphics. Jeans come in skinny, slim or loose fits, casual chinos are available
in seven colours and a selection of shirts,
knits and outerwear are also present. Missing, however, is anything that feels new or trend-driven. Superdry’s product needs to continue to evolve in order to keep customers coming back. Although it might not be so trend-focused, it needs to find ways of offering something new, which it doesn’t this season.
Many of the pieces available here are certainly of a superior level of quality compared with some of the store’s neighbours, but some of the price points still feel a little high. For example, the most basic T-shirts featuring a small Superdry logo are £16.99, while a vest is £14.99. Other styles featuring full logos and printed designs start at around £22.99, while shirts and chinos come in at £44.99 - all a bit pricey. The lightweight windbreaker-style jackets seen elsewhere this season are good quality here, at a well-priced £44.99.
This is one of the most impressive stores in Croydon, placed right in the middle of the Whitgift Centre. Like all its other stores, the slick shopfit includes chunky wooden fixtures and wrought-iron fittings matched with bizarrely low lighting. The friendly staff were particularly helpful.