Fashion
Superdry to close Aberdeen store amid retail challenges
Published
February 13, 2025
Superdry has confirmed the closure of its Union Square Shopping Centre store in Aberdeen, which will close on 15 February 2025. The decision comes as the company continues to adjust its retail strategy in response to evolving shopping habits and the growing dominance of online retail.
This latest closure is part of a broader reshaping of Superdry’s physical footprint, following 12 store closures in 2024, bringing the total number of stores down to 87. While the brand remains a well-recognised player in the fashion industry, it is grappling with the same pressures affecting much of the retail sector, including rising operational costs, shifting consumer preferences, and the impact of inflation on discretionary spending.
A shift in retail strategy
Like many brands, Superdry is adapting to a changing retail landscape. Traditional brick-and-mortar stores must compete with the increasing convenience of digital shopping. The company has been reassessing its store presence, ensuring that its locations align with consumer demand and profitability.
The closure of the Aberdeen store reflects a more significant strategic move rather than a singular business setback. Superdry, known for its distinct fusion of British design with Japanese-inspired graphics, has built a strong brand identity. However, maintaining a wide physical store network has become increasingly challenging in today’s retail climate.
Challenges across the industry
Superdry’s decision indicates broader retail struggles, with multiple fashion and lifestyle brands reducing their high-street presence in response to higher overheads and shifting consumer habits.
The increasing preference for e-commerce and digital-first shopping experiences has forced retailers to rethink how they connect with their customers. Superdry’s latest moves suggest that optimising its physical footprint is necessary as it aligns with the changing market environment.
Retail experts point to a wider industry trend: Brands are increasingly focusing on profitability rather than sheer expansion. The shift towards leaner, more efficient retail models has led to store closures across multiple sectors, not just in fashion but also in electronics, home goods, and department stores.
A calculated move for Superdry
Despite the closures, Superdry remains a globally recognised brand with a strong customer base. The company continues focusing on brand positioning and financial stability, ensuring it remains competitive in an ever-changing retail environment.
The decision to scale back its store count does not necessarily signal trouble for the brand but rather an adjustment to consumer behaviours. As online shopping continues to grow, Superdry will likely prioritise its digital channels and strengthen its presence through e-commerce and select store locations.
Looking ahead
With ongoing adjustments in its retail strategy, Superdry is expected to continue refining its business model. While store closures can impact employees and local retail environments, they are often part of a necessary evolution for brands adapting to modern retail dynamics.
As the industry continues to evolve, Superdry’s ability to balance its physical presence with a strong digital offering will be crucial to maintaining relevance and long-term success.
For now, the closure of the Aberdeen store marks another step in Superdry’s broader restructuring efforts as the company navigates the complexities of a changing retail world.
Copyright © 2025 FashionNetwork.com All rights reserved.
Published
February 13, 2025
Rarewolf, a Scottish fashion brand co-founded by actor Barry Keoghan, is undergoing dissolution proceedings a year after its establishment. The company, incorporated in October 2023, is subject to removal from Companies House records due to inactivity and failure to file required documentation.
Initially registered with the intention of offering luxury apparel through select retailers, the company never moved beyond its incorporation phase. Rarewolf did not develop an e-commerce platform, engage in marketing efforts, or establish a presence on social media. Additionally, no retail distribution agreements were announced, and there were no indications of product launches or brand positioning within the industry.
In early 2024, Keoghan resigned from the board of directors, marking a shift in the company’s leadership. Despite his initial involvement, there were no public statements outlining Rarewolf’s business strategy, product development, or future plans. No transactions, investor funding, or retail collaborations were reported during its brief existence.
As a result of the company’s inactivity, Companies House issued a strike-off proposal, a process that applies to businesses that fail to meet filing requirements. This is a standard procedure for companies that do not maintain legal compliance or show operational activity. Without intervention, Rarewolf is set to be formally dissolved in the coming months.
The fashion industry frequently sees brands launched by public figures, often through licensing agreements or direct-to-consumer models. Some of these brands achieve longevity through strong retail partnerships and brand identity, while others struggle to gain traction. Rarewolf did not publicly disclose its operational structure or how it intended to compete in the market before entering dissolution proceedings.
Retail distribution is a key factor in the growth of emerging fashion brands. Many new labels secure placements in department stores, multi-brand retailers, or e-commerce platforms to expand their reach. However, there were no reports of Rarewolf pursuing any retail agreements or developing a direct sales strategy.
In addition to retail distribution, digital marketing plays a crucial role in brand visibility. Social media platforms, influencer collaborations, and online campaigns have become industry standards for engaging with consumers. Unlike other brands that use these strategies to build awareness, Rarewolf did not launch digital platforms, implement marketing campaigns, or engage in press outreach initiatives.
Beyond visibility, financial planning is an essential component of sustaining a fashion brand. Some companies secure external investment, while others rely on early revenue generation to maintain operations. Rarewolf did not report securing financial backing, revenue streams, or any funding initiatives before dissolution proceedings began.
The closure of a company can result from various factors, including market conditions, financial challenges, or strategic redirection. While many businesses that shut down provide statements explaining their decisions, no public remarks have been made regarding Rarewolf’s dissolution or any potential future activities.
Meanwhile, Keoghan continues his career in the entertainment industry, with recent performances in award-nominated productions. His association with Rarewolf was limited to its early stages, and no further involvement was documented after his resignation from the board.
With no indication of attempts to restore the company’s active status or transfer ownership, Rarewolf’s removal from Companies House records is expected to proceed as scheduled. Unless an appeal or intervention is made, the dissolution process will be finalized in the coming months, closing the chapter on the brand’s brief existence.
Copyright © 2025 FashionNetwork.com All rights reserved.
Published
February 13, 2025
Harvey Nichols is embracing a major transformation under the leadership of CEO Julia Goddard, as the London department store seeks to reinforce its position in the competitive luxury retail market. With a renewed focus on brand identity, customer engagement, and financial stability, the company is taking decisive steps to adapt to changing consumer preferences while maintaining its heritage as a premier fashion destination.
A leadership shift to shape the future
Since Julia Goddard took the helm in April 2024, Harvey Nichols has undergone significant strategic shifts. A key appointment in this restructuring is Kate Phelan, the store’s first-ever creative director, whose experience at British Vogue and Topshop positions her to shape the brand’s evolving identity. Phelan’s role places Harvey Nichols in line with competitors such as Selfridges and Harrods, which have long integrated creative direction into their retail strategies to maintain brand relevance.
Chief Merchant Kate Benson is also leading a refresh in brand curation, aiming to distinguish Harvey Nichols from other department stores. The strategy focuses on a more selective, authoritative approach, balancing established luxury houses with emerging designers. The goal is to create a shopping experience that feels intimate and exclusive, avoiding an overcrowded product mix. Brands like Dries Van Noten, Khaite, and Chloé have been performing well, with Chloé’s knee-high Eve boots and Khaite’s cropped leather Kember jacket among the most sought-after pieces.
Digital transformation and customer engagement
Harvey Nichols is not just revamping its fashion selection—it is also investing heavily in digital transformation. Partnering with OSF Digital, the retailer is building a centralised customer engagement platform designed to unify data across all sales channels. This technology integrates Salesforce Data Cloud and MuleSoft, providing a 360-degree view of customer interactions and enabling highly personalised shopping experiences.
A crucial element of this transformation is Harvey Nichols’ loyalty programme, which has been restructured to offer more personalised rewards. Salesforce Loyalty Management has allowed the company to create tailored benefits that have already led to a 15% increase in customer shopping frequency, a 22% rise in average transaction values, and a 37% growth in reward redemptions. The programme includes experiences such as complimentary in-store drinks, discounts on beauty treatments, and exclusive dining offers, reinforcing the store’s status as a lifestyle destination.
Addressing financial challenges and market pressures
Like many luxury retailers, Harvey Nichols has faced financial turbulence in recent years. The retailer recorded a £39.6 million pretax loss in 2021, more than doubling from the previous year’s £16.3 million loss. However, by 2023, losses had narrowed to £21.3 million, reflecting early signs of stabilisation.
To ensure long-term financial resilience, Harvey Nichols announced a workforce reduction of 5% in March 2024 and closed its Landmark store in Hong Kong, which had been in operation for nearly two decades. These cost-cutting measures align with broader efforts to streamline operations and improve overall profitability.
Despite these cutbacks, owner Dickson Poon remains committed to the retailer’s future, investing an additional £25.5 million to support the revitalisation strategy. Poon, who played a pivotal role in Harvey Nichols’ transformation in the 1990s, believes the brand still holds strong potential in today’s luxury market.
Reimagining the in-store experience
Physical retail remains a core focus for Harvey Nichols, with plans to revamp store layouts, enhance visual merchandising, and revitalise restaurant spaces to create a more immersive experience. The upcoming marketing campaign featuring animated fashion illustrations by Jacky Marshall will also serve to reinforce the store’s refreshed brand identity.
The role of sales associates is evolving as well. Rather than focusing solely on transactions, the store’s team will provide more personalised styling services, ensuring that customers receive expert advice tailored to their individual preferences.
A defining moment for Harvey Nichols
Harvey Nichols’ transformation is unfolding at a time when luxury retailers are adapting to changing shopping habits, digital integration, and demand for exclusivity. By focusing on brand differentiation, technological investment, and financial discipline, the retailer is positioning itself for long-term success.
The coming months will be pivotal. With a clear strategy in place and the backing of experienced leadership and financial investment, Harvey Nichols is determined to reclaim its standing as a premier destination for luxury fashion and lifestyle. Whether this recalibration will be enough to set it apart in an increasingly competitive market remains to be seen, but the store’s commitment to reinvention is unmistakable.
Copyright © 2025 FashionNetwork.com All rights reserved.
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