Iconic fashion brand Superdry & Co to bring timeless style to Waterside

One of Britain's best-known fashion brands is set to open a major new store at the Waterside centre in Lincoln.

Superdry & Co has committed to an 11,200 sq ft unit across two floors at the retail and leisure destination, bringing its latest womenswear and menswear collections to shoppers in Lincoln and the surrounding area.

Expected to open at the end of July, it will bring another hugely-popular brand to Waterside and underlines the centre’s appeal as a vibrant retail and leisure destination in the heart of the city.

The letting is another big boost for Waterside, which has been rejuvenated under the ownership of leading commercial property and investment business Wykeland Group, first in a joint venture with Lincolnshire Co-op and now as the sole owner.

The Superdry & Co store fit-out has now begun, with the store due to open on Friday 31st July. The ground floor of the store will be dedicated to womenswear, with menswear occupying the upper level, creating a substantial new presence for the retailer in the heart of the city.

Julian Dunkerton, founder and CEO of Superdry, said: “Lincoln is a city with a fantastic retail scene and a real sense of community, and we’re thrilled to be bringing Superdry & Co to Waterside.

“This opening is a reflection of our commitment to physical retailing – giving customers access to our latest collections in a wonderful environment.

“We've worked hard to create a store that truly showcases our brand’s new direction, and I can't wait for the people of Lincoln to experience it for themselves."

Founded in 2003 by Julian Dunkerton, Superdry quickly established itself as a distinctive force on the high street, through its blend of vintage Americana, Japanese-inspired graphics and British styling.

Over the past two decades it has grown into an internationally-recognised fashion brand with a worldwide presence.

After briefly stepping away from the company to focus on other business interests in 2018, Mr Dunkerton returned as CEO in 2019 and has since led a significant transformation of the business, culminating in the launch of the Superdry & Co brand identity in 2025.

The introduction of the “& Co” extension reflects the brand's expanding vision and broader lifestyle offering. Described as the “rebirth” of Superdry, the rebrand marked a shift away from the Japanese-inspired aesthetic that defined much of its early success, to embrace classic British style and the growing consumer appetite for timeless, versatile fashion.

By blending elements of the brand's heritage with a more refined and modern approach, Superdry & Co has been repositioned to appeal to a broad audience seeking quality and authenticity. It now offers carefully-curated womenswear and menswear collections that combine contemporary tailoring with premium fabrics.

The arrival of Superdry & Co will further strengthen Waterside’s retail offering, which features leading brands such as H&M, Next, Rituals, The Body Shop, New Look, Accessorize and Office.

The Waterside centre is owned and operated by Wykeland Group. Wykeland formed a joint venture with Lincolnshire Co-op to acquire the 130,000 sq ft centre in 2023 before taking full ownership last month.

Wykeland has driven forward significant investment to revitalise the centre, encouraging leading retailers to commit to new, or extended, leases and attracting new arrivals, including premium beauty and lifestyle brand Rituals.

Jason Platten, Wykeland’s Head of Retail and Leisure, said: “We’re delighted that Superdry & Co is coming to Waterside. As one of the UK’s most recognised fashion brands, it’s a fantastic addition to the centre and further strengthens Waterside’s retail offering.

“It’s also a major vote of confidence in Waterside as a vibrant retail and leisure destination with strong footfall in the heart of a prosperous city.

“As Waterside’s owner and operator, we’re committed to continuing to invest in the centre, to enhance the customer experience and to retain and attract high-quality brands that support its long-term success.

“Securing Superdry & Co as our latest occupier demonstrates the success of this strategy.”