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 has reported a surge in store sales following the lifting of Covid restrictions, which also led to a fall in online revenues.
With consumers across the board feeling the pinch of rising prices, retailers should remember that value for money need not mean cheap, writes George MacDonald
Superdry has swung to a half-year profit and hailed “clear signs of brand and financial recovery” despite suffering a fall in sales.
A group of retail brands including Superdry and AllSaints are seeking compensation from Visa and Mastercard over historic transaction fees.
Retail Week speaks to a panel of industry experts to determine which executives will be in charge of the UK’s biggest retailers in the next five years.
Advertisement
