You don’t need to look very far to see that fashion retailer SuperGroup’s flagship Superdry brand has appeal beyond its target customers.

The label is as likely to be seen on 40-somethings pushing prams in the park as it is on youthful hipsters, but has so far managed to avoid becoming the fashion equivalent of a dad dance.

In recognition that SuperGroup appeals to a broader customer base, the retailer revealed as part of an investor day last week that it has drafted in The Wire and Luther star Idris Elba to help design and produce a premium Superdry line.

Elba, who will also be the face of the collection, looks like a good choice. The 42-year-old is both cool enough to resonate with SuperGroup’s younger customers and to flatter by association the older men that, in boss Euan Sutherland’s words, have “grown up with the brand”.

He is also an astute choice as SuperGroup attempts to build a business in the US. The retailer has bought out its US licensee and aims to turn losses generated Stateside into profits in the 2017 financial year.

Plan for global brand

SuperGroup’s objective is to create a “global lifestyle brand” and last week Sutherland did a good job of elaborating on how that might be achieved.  

The update came after a difficult period. SuperGroup has lately unnerved investors with the departure of chief operating officer Susanne Given followed by that of its finance director, who was declared personally bankrupt.

The positive share price reaction to the strategy presentation showed that the City was impressed.

And to add to the feelgood factor, SuperGroup revealed it will start paying a divi next year.

Sutherland has sentiment behind him at present. Now it will be all about the delivery.