Superdry & Co is set to relocate and refurbish its store at Harlequin Watford, as the shopping centre’s total tenant investment reaches £30m since 2024.
Superdry will move into a 5,549 sq ft unit on the centre’s Upper Mall, joining brands including White Stuff, Levi’s and Marks & Spencer.
The new store will introduce Superdry’s latest retail format, featuring a lighter, brighter and more premium shopping environment.
It will stock the brand’s signature preppy-inspired collections alongside Bench, the group’s streetwear label.
The investment follows strong trading performance at Superdry’s existing Harlequin store and reflects the retailer’s confidence in the Hertfordshire shopping destination.
Superdry founder and chief executive Julian Dunkerton said: “Harlequin is a brilliant destination and our Watford store has always traded really well there, so reinvesting was an easy decision.
“The new location will deliver our reimagined Superdry & Co store format, and I’m excited for customers to experience it. We can’t wait to open the doors.”
The relocation comes as Harlequin continues to attract investment from existing tenants, with health and beauty retailer Superdrug recently announcing plans to expand its store footprint by more than a third.
Together, the latest commitments bring the total value of tenant investment at the shopping centre to £30m since 2024.
Harlequin, which is owned and operated by SGS UK Retail, attracts 17.7 million visitors annually and has continued to report strong performance across its fashion retail offer.
Pradera managing director of asset management Robert Jewell said: “We already know that Superdry resonates with the 17.7 million strong visitors who pass through Harlequin’s doors annually.
“Our retail and leisure mix is always evolving, but this isn’t to say our existing brands aren’t at the forefront of our minds.”
He added that the centre’s leasing strategy was focused on supporting the needs of both retailers and customers, while maintaining its appeal to shoppers from Watford, North London and surrounding areas.
The latest investment highlights Harlequin’s efforts to strengthen its retail mix through store relocations, refurbishments and expansions, as established high street brands continue to invest in their physical store estates.
Pradera asset manages Harlequin on behalf of SGS UK Retail, while Time Retail and LM act as retail leasing agents.
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