The 30,000-square-foot space occupies the Kranzler Eck, a building in the city’s west center on Kurfürstendamm that formerly housed the Café Kranzler and German fashion brand Gerry Weber. Spanning three floors, the store showcases the two main collections, as well as the sportswear line, the outerwear line and the premium line in collaboration with Idris Elba.
The interior features a modular concept that allows for an easy rearrangement of the space in face of the brand’s dynamic development of recent years, as well as entertainment spots for customers, such as video screens and photo booths. Reconnecting to the history of the building, the rooftop floor, overlooking Kurfürstendamm, is occupied by local coffee roaster The Barn.
“We were very U.K.-based until a couple of years ago,” said Superdry chief executive officer Euan Sutherland. “We’ve expanded into Europe, and Germany is the biggest expansion country, being the second largest market in the world now. It’s very important to invest into Germany and this store is our biggest in the world.”
With another store opening in the city of Münster, Germany, and one more in San Francisco this week, Superdry operates a retail network of 714 company-owned and franchise stores, as well as 25 online shops serving 169 markets.
But retail is only one part of the expansion strategy.
“We have the SuperDesign Lab working on innovations on products and lifestyle now,” Sutherland said. “There will be a lot more novelties in sportswear, more premium with Idris Elba, we’re expanding footwear and we just launched a Christmas gift range — the first we’ve ever done.”
The geographic expansion and product innovation, he noted, account for the eight consecutive quarter of growth averaging 25 to 30 percent annually.