Global fashion brand Superdry & Co has announced that it is coming to Derbion after signing a 10-year lease for a 3,576 sq ft unit at the East Midlands’ leading retail and leisure destination.
Founded in the UK in 2003, Superdry & Co has grown into a global name, unveiling a major rebrand last year. The Derbion store brings that new identity to the city – a lighter, brighter and more elevated format built around its signature preppy style.
Spanning womenswear and menswear, the store will carry clothing and accessories from the latest Autumn/Winter collections, alongside Superdry’s iconic outerwear range.
Derby shoppers will also be able to discover the Bench streetwear label, which joined the Superdry & Co portfolio earlier this year, extending the store’s offering to a younger, trend-led customer.
Superdry becomes the latest fashion chain to sign at Derbion with the retail destination recently welcoming Office, FatFace, Crew Clothing, Victoria’s Secret and Seasalt over recent months as well as announcing Primark will be relocating to a newly created 50,000 sq ft store next year.
The growth in fashion brands coming to Derbion coincides with wider investment across Derby city centre, which is set to attract more residents, businesses and tourism to the city further growing the potential shopper base.
Beth McDonald, managing director at Derbion, said: “The addition of Superdry to our line-up aligns well with Derbion’s young shopper demographic which continues to grow thanks to the rising student and young professional population.
“Superdry also continues the run of leading international brands coming to Derbion as we strengthen our position as the home of fashion in the East Midlands.”
Julian Dunkerton, Superdry & Co founder & CEO, said: “Derby’s a great city, and Derbion is the perfect location to launch our new Superdry & Co store format. There’ll be customers who’ve known us for years and people who’ve never shopped with us, and I want all of them to experience how the brand has evolved and what we stand for now. We have a huge opportunity ahead, and I’m thrilled to be opening new stores in 2026.”
