Struggling fashion brand to shut ‘exceptional’ branch today after 12 years as it reveals plans to avoid going bust

A STRUGGLING fashion brand is to close an “exceptional” branch for good today after trading for 12 years, with the company setting out a plan to avoid going  bust.

Superdry is closing a retail outlet at the end of play today as the high street continues to be hit by tough trading conditions.

Reuters

The store in the Overgate shopping centre in Dundee, Scotland, is due to shut today.

Earlier this year the troubled fashion brand said it is looking at various “cost-saving options” after reports it is considering a major restructuring which could include store closures and job cuts.

Local media reports the Overgate shopping centre has confirmed a new retailer will soon be taking over the space, which Superdry occupied for 12 years. 

Fans of the store though will be gutted to see it go as many have praised the branch’s customer service, calling it “exceptional”.

One person wrote on Trustpilot: “Customer service was exceptional. Bought an item in store for my date, and ordered an item for myself.

“Staff were brilliant. Returned a couple of days later for the item I ordered, same member of staff, fantastic service and chat. Friendly, knowledgeable, efficient.”

Another added: “The shop assistant was so friendly and helpful, the store didn’t have my size in the hoodie, so she offered to check online, then ordered it and had it sent to my home address.

“It arrived so quickly and is just great, cosy warm and good quality.”

While a third said: “The young guy who helped us was great. He could not have been more helpful.

“He checked his stock, established he had the jacket in my size, then arranged to order it and have it deliver to my home free of charge (with the option of having it delivered in store) my coat turned up 3 days later, beautifully packaged.

“Very refreshing in these days where providing a service is somewhat of a dying art. I shall return! Very happy shopper.”

The ailing fashion retailer has seen its stock plummet by more than 50 per cent recently after plans for a potential takeover by chief executive Julian Dunkerton were dashed.

The retail business, which employs around 3,350 globally, said it also cut around £20million in costs last year and is on track for over £40million in savings for the current year.

This saw the business close 12 stores over the first half of the financial year, taking its estate down to 216 owned stores – 96 of which are located in the UK.

On social media, many people have discussed what they saw as the issues faced by the company.

In a Facebook post, one said: “Doesn’t help that Superdry is plastered all over it. It can be embarrassing big letters all over the product, also sizes are very strange. It’s the FILA of the 2000s.”

While another posted: “I think Superdry’s problem is longevity. The youngsters who wore it 20 years ago are now middle aged and don’t have enough disposable income while today’s young people see it as something older people wear.

“None of my kids will touch it, plus let’s face it their stuff is stupidly overpriced for what it is.”

A third person suggested: “The brand is no longer sought after, it is suffering the same slow death on the High Street that GAP did 20 years ago.”

“It’s not kept up with the younger consumer, it’s been stagnant for years, brands are closing every week the market has changed so much if you don’t keep up it’s game over,” a fourth person said.

A spokesperson for Superdry previously said: “We can confirm that eight stores operated by our franchisee under licence from Superdry, are in the process of closing.

“The majority of Superdry’s stores in the UK are operated directly by Superdry and there are no plans to close any of them at the present time.”

HIGH STREET WOES

Superdry is not the only high street retailer facing harsh trading conditions as the sector tries to bounce back from the Covid pandemic and the economy faces an ongoing cost of living crisis.

Since then energy costs have risen and more shoppers than ever are choosing to order online rather than head into stores.

This has left some remaining retailers grappling with budgets and having no choice but to close stores to cut costs.

For the most part, supermarkets have braved the storm as they provide essential items like food and drink but other retailers have been less fortunate.

The turmoil has sent several retailers into administration The Body Shop is currently going through administration and announced plans to close half of its 198 stores.

Boots announced it would be closing 300 stores over the next year as part of plans to evolve its brand.

Wilko collapsed into administration last year after being hit hard by inflationary pressures, competition from rivals and supply chain challenges.

Retailers closing stores in 2024

RETAILERS have been feeling the squeeze since the pandemic, while shoppers are cutting back on spending due to the soaring cost of living crisis.

High energy costs and a move to shopping online are also taking a toll, and many high street shops have struggled to keep going.

Here’s a list of all the big-name brands closing stores this year:

• Argos – The brand announced plans to close 100 standalone UK branches last year as it looks to move away from the high street and focus on expanding its presence in supermarkets.
• B&Q – The chain has over 300 shops across the UK, so chances are you have one near you, but some stores have closed in recent months.
• Boots – The health and beauty chain announced that it would be closing 300 stores last July. Closures are ongoing and this will see the retailer’s estate reduced from 2,200 to 1,900 shops.
• Clintons – Clintons mulled plans to close 38 shops in a bid to avoid insolvency late last year. We’ve listed the stores affected.
• Costa Coffee – The caffeine giant has around 2,000 sites nationwide, so chances are you’ll have one near you. The chain has shut the doors to dozens of its sites recently. We’ve revealed which stores are due to close this year.
• Iceland – The supermarket has more than 900 stores but closed nearly two dozen sites in 2023, and more selected shops are due to shut.
• Lidl – The supermarket, which has 950 stores, is changing up shop locations, which has meant that some stores have to close. But the retailer is also looking to open 12 new supermarkets.
• M&S – M&S, which runs 405 stores across the country, has been closing a string of branches across the country in a blow for shoppers. It’s not all bad news, though, because the chain also has big plans to open dozens of new shops as well.
• Trespass – The firm announced in July last year that it was closing six branches, but more are on the way.
• WHSmith – The retail giant, which runs over 1,100 stores, has shuttered eight stores since March 2023, but more are coming.

Alamy