Superdry & Co is to open at the Waterside centre in Lincoln, as part of an ambitious programme of new locations in 2026.
The iconic fashion brand has committed to an 11,200 sq ft unit across two floors at the retail and leisure destination.
The Superdry & Co fit-out has now begun, with the store due to open on Friday, July 31. The ground floor will be dedicated to womenswear, with menswear occupying the upper level, creating a substantial new presence for the retailer in the heart of Lincoln.
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. 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.
Mr Dunkerton announced in March this year that Superdry & Co would open 21 new stores across the UK and Europe in 2026.
The arrival of Superdry & Co at Waterside will add to the 130,000 sq ft centre’s retail line-up, which features leading brands such as H&M, Next, Rituals, The Body Shop, New Look, Accessorize and Office.
The letting is a further boost for Waterside, which has been rejuvenated under the ownership of commercial property and investment business Wykeland Group, first in a joint venture with Lincolnshire Co-op and, since earlier this year, as the sole owner.
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.”
