Superdry opens Queenstown store with huge range of snow gear

Sports fashion brand Superdry said its newly opened store in Queenstown offers the largest range of snow gear across the Tasman region.

Superdry’s new 200sqm Aotearoa store, the second in New Zealand, is split in two levels offering men’s and women’s clothing and accessories.

The Queenstown store also offers a selection of Superdry Snow, which features fashion forward, technical alternatives to traditional snow gear.

“Superdry Snow, introduced globally nearly six years ago, has been heralded as the perfect fashionable alternative to the traditionally generic adventure wear and has seen double digit YOY sales growth globally,” the retailer stated.

Martin Matthews, CEO of Brand Collective which holds the license for Superdry across Australia and New Zealand, said the adventure spirit that is synonymous with Queenstown and its alignment to their brand is what ultimately brought them to the area.

“Superdry was the natural next step,” Matthews said.


He added that while the brand has yet to confirm any additional sites in the country, New Zealand presents a significant opportunity for the brand, and there are broad plans to expand.

Superdry opened its first store in the country in Auckland’s Queen Street shopping district last April.

The 193sqm store is split into two levels, with the menswear department on the first level and a glass staircase leading consumers to the womenswear section on the second level. The store also offers the brand’s Superdry Snow collection.

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