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This morning, Superdry's biggest U.S. store opened in the former home of the Hawaiian Tropic Zone at Seventh Avenue and 49th Street. The British import, which already has stores in Noho and at the South Street Seaport, feels sort of like a Japan-obsessed version of Abercrombie & Fitch—young and preppy, with an emphasis on leather jackets and faux-vintage tees.
Since it's already popular with tourists, the Times Square location makes perfect sense, especially because Superdry has managed to grab a corner spot that takes advantage of all the double-decker buses coming down 49th Street.
Like some of the other major Times Square chains, the store will remain open until 1am, meaning theatergoers can stop in for a leather jacket after taking in Mamma Mia. The space shares an industrial aesthetic with the other two New York stores, but it's much bigger, measuring 14,000 square feet across two levels. (These are connected with a steel and glass showpiece of a staircase in the entryway.) The size allows it to carry more product than anywhere else, including in-store exclusives. There's a big footwear section with colored-sole oxfords for women and suede and leather boots, handmade in Portugal and generally priced a little over $200.
Video walls on both floors show off Superdry images, echoing a similar multimedia experience in the UK flagship. There's also a picture booth where shoppers can take photos bearing the Superdry logo and post them to Twitter and Facebook on the spot. And that's hardly the only promotional project the brand put together for its launch. Today, staffers gave away $70,000 of merchandise in the form of free leather jackets, t-shirts, and raffle prices.
· RackedWire: Free Leather Jackets at Superdry [Racked NY]
· Superdry Washes Up at the South Street Seaport [Racked NY]
· Now Open: Superdry, Britain's Hollister, Hits Noho [Racked NY]