Superdry is a UK clothing brand and retailer known for its combination of vintage Americana-style with Japanese graphics. Opening its first store in 2004, Superdry was born out of two other brands – Cult Clothing and skate-wear brand Bench. In mid-2019, the group had a physical presence through 248 company-owned outlets, as well as concessions and franchise stores, in 60 countries around the world. It also operates 20 international websites. A transformation plan, focused on “re-energising product” and “evolving the brand”, has been underway since April 2018 and intensified in 2019. Julian Dunkerton, who has returned as chief executive in 2019 following turbulent business performance, has refocused the business around improving its marketing and social media capabilities, as well as developing product and omnichannel fulfilment. Future growth will have more of a bias towards ecommerce and wholesale. Superdry is also driving a digital stores strategy, creating larger-format, tech-based stores.
Superdry chief financial officer Shaun Wills has said the retailer cannot afford to get its product wrong as it enters the autumn/winter season, after it posted an annual loss of £148.1m.
Shares in fashion retailer Superdry have been suspended as full-year results were delayed.
Fashion retailer Superdry has secured funding of up to £25m in its latest bid to “help accelerate” its turnaround plan and cost-reduction programme.
Superdry has promoted from within to replace chief operating officer Silvana Bonello, who stepped down from the role in May this year.
Superdry has successfully completed an equity raise of £12m as the retailer pursues a turnaround programme.
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