Superdry & Co is moving its Harlequin Watford store to a 5,549 sq ft Upper Mall unit near M&S, with a new format and Bench streetwear. No opening date yet.

Superdry is staying in the Harlequin, but it is moving. The fashion brand, now trading as Superdry & Co, is relocating its Watford store to a new unit on the centre’s Upper Mall and fitting it out in its new store format.

The details come from the brand’s own press release, published on 2 November. The centre’s managers issued the same announcement through the retail property site Completely Retail.

What the new store will have

According to the release, the new shop will have:

  • 5,549 sq ft of space on the Upper Mall
  • neighbours including White Stuff, Levi’s and M&S
  • Superdry’s new format, which the brand calls “lighter, brighter and more premium”
  • the brand’s own clothing alongside Bench, the group’s streetwear label

Neither the brand nor the centre has given an opening date for the new unit. The release does not say what will happen to the current unit.

What Superdry and the centre said

Julian Dunkerton, Superdry’s founder and chief executive, said the move was an easy call.

“Harlequin is a brilliant destination and our Watford store has always traded really well there, so reinvesting was an easy decision,” he said. “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.”

Pradera runs the Harlequin for its owner, SGS UK Retail. Robert Jewell, its managing director of asset management, said Superdry “resonates with the 17.7 million strong visitors who pass through Harlequin’s doors annually”. He added that “our existing brands” remained “at the forefront of our minds”.

Part of £30m of shop investment at the Harlequin

The landlord puts total tenant investment at the Harlequin at £30m since 2024. It counts two recent moves towards that figure:

  • Superdrug’s commitment to make its store more than a third bigger
  • Superdry’s relocation and refit

The landlord has not broken the £30m down by retailer. Separately, JD Gyms is due to open in the Harlequin’s old John Lewis unit on Tuesday 22 December.

What it means for you

For now, nothing changes. Superdry’s store page still lists the shop at 320 The Harlequin, WD17 2UB. It opens 9.30am to 6pm Monday to Saturday and 11am to 5pm on Sunday.

When the new unit opens, you will find it upstairs on the Upper Mall, in the stretch with M&S, White Stuff and Levi’s, and it will stock Bench alongside Superdry’s own range. We will add the opening date here once Superdry or the centre publishes it.

If you are driving in, our parking in Watford page has the town centre car parks and charges.