Dutch fashion label SuperTrash is set to make its UK debut later this year after acquiring its first store on South Molton Street, marking the beginning of the company’s long-term strategy to significantly increase its store presence in the UK.
The South Molton Street store, formerly occupied by footwear brand Office, is due to open mid October, and will follow a similar minimal designer concept feel to the brand’s recently acquired store on Prince Street, New York, which has seen the brand progress from a walk-in wardrobe look to a clean design.
The store has been acquired on a ten-year lease and will see the brand join a number of high-end retailers including Ted Baker, Karen
Millen, Sandro, and Maje located on the North side of the pedestrianised street, just off Oxford Street.
SuperTrash, headed by Dutch entrepreneur Olcay Gulsen, is already one of the biggest names on the Netherland’s high street and is looking to emulate that success in the UK. In 2004 when Gulsen joined SuperTrash, the brand was a small scale boutique, although after taking over in 2009, the brand has grown worldwide and now offers a range of clothing, perfume, lingerie lines, shoes, as well as its own magazine.
Commenting on the UK expansion, Gulsen said: “We are very excited to have acquired our first store in London, beginning our store expansion drive in the UK. Our brand has grown rapidly in Europe since launching in 2004 and we are confident that it will see the same success in the UK market as we have in the Netherlands and Belgium.
The opening of a first London store at South Molton Street is a significant step forward in the brand’s evolution and marks the beginning of a long-term strategy to significantly increase its presence in the UK, with CBRE
instructed to find further prime locations in the capital over the next 12 months.”
Currently SuperTrash is sold in more than 24 countries, has over 1600 points of sale, and operates eleven standalone stores in The Netherlands and Belgium.