British-owned Superdry has opened a new store in Beijing, unveiling its Superdry snow and sports collections in China at the same time.
The new store opening is in Sanlitun, an area of the Chaoyang District containing popular bar streets and international stores.
The store interior hosts Asian hand-painted pieces mixed with American-style retro features, which can be seen upon entering the store. At the entrance, Superdry’s neon logo shines over the store’s steel and metal pipes with exposed ceilings and concrete floor offering a modern industrial feel. Walls are made of oak and light is warm and retro-rock themed. The store also carries the concept of the socket wall (an industrial bolt-on display wall), a flexible space to showcase Superdry’s unique British tailoring.
But Superdry’s snow and ski collection at the new China store is the country’s first, offering performance and leisure apparel for the winter season.
To celebrate the opening of the new store, the Superdry held a three-day celebration, to give back to customers a full range product experience. In addition, the graffiti creative team Color were also invited providing consumers with custom t-shirt graffiti printing.
Superdry is owned by SuperGroup, which turned in an impressive set of half-year results when it reported back in November 2016. Group revenues rose 31.1% to £334m and e-commerce sales rose by 25% to £215.2m.
Wholesale also surged, with a 43.8% rise to £118.8m and like-for-like sales rose 12.8%. That figure was lower than the 17.2% increase of a year ago, but felt viable considering the difficult trading conditions seen in fashion in 2016.