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.