Superdry to open second NZ store in August

Sports fashion brand Superdry has said it will open a Queenstown store on August 16 in Otago.

The new store will be the retailer’s second store in New Zealand and its 21st across Australia and New Zealand.

Brand manager Antony Hampson said the brand sees incredible potential in Otago.

“It has always been part of our long-term plan to open concept stores in New Zealand,” Hampson said. “We have some really great partnerships across the independent channels in NZ so we are confident the consumer demand is there to support a monobrand concept in the right locations.”

Hampson said Queenstown was selected as the second location because it is a fast growing tourist market that is set to double over the coming years.

“Tourists visiting Queenstown are already familiar with what we stand for and what we sell,” he said. “Fingers crossed we can capitalise on this.”

According to Hampson, Superdry is currently planning to expand in South America with four stores planned in Colombia. The brand will be launching in Peru and Chile later this year.


The response to the opening of the first New Zealand store exceeded their expectations, Hampson said, but he hasn’t said anything about future expansion in the region.

“We will focus on both the Queenstown and Auckland stores for now and continue to support our wholesale partners grow the brand with us,” he said.

“We are optimistic about the future of Superdry in the region and we will re-evalulate our retail footprint further down the track.”

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