Lincoln’s Waterside centre is having a moment. Another big‑name brand has signed on, and this time it’s Superdry & Co, ready to drop an 11,200 sq ft, two‑floor fashion playground right in the middle of the action.
Fit‑out crews are already buzzing around the unit, and if all goes to plan, the doors swing open at the end of July — just in time for a summer wardrobe panic.
Once inside, shoppers will find womenswear on the ground floor (easy grab‑and‑go for the “I’m just popping in” crowd) and menswear upstairs, giving the brand a chunky footprint alongside Waterside’s existing high‑street heavy hitters: H&M, Next, Rituals, The Body Shop, New Look, Accessorize and Office.
Jason Platten, Wykeland’s head of retail and leisure, is understandably chuffed: “Superdry & Co is a fantastic addition… and a major vote of confidence in Waterside.”
Translation: the centre’s revival is working, and the big brands have noticed.
Wykeland — which owns and operates the whole 130,000 sq ft shebang — has been quietly reshaping Waterside through investment, new signings and lease extensions. The Superdry deal is the latest shiny badge on that strategy.
Superdry founder and CEO Julian Dunkerton is equally pumped: “Lincoln has a fantastic retail scene and a real sense of community… I can’t wait for people to experience the store.”
He’s promising a space that shows off the brand’s new direction — think fresh collections, slick design and the kind of retail glow that makes you suddenly believe you do need another jacket.
