SuperGroup boss Julian Dunkerton believes its trendy fashion store Superdry could be as big in Germany as it is in the UK as it plots expansion in all the country’s major cities.
Dunkerton yesterday revealed the fashion group had taken control of its German franchise operation. He said Germany is its strongest performing country, in terms of online sales, in Europe.
“Germany represents the closest market to the UK, in terms of demographic and weather,” said Dunkerton. “The test [company owned- store] in Oberhausen was very successful. There’s the potential for it to be as big as the UK and it’s probably less competitive there.”
The retailer is set to hit the expansion trail in Germany and will open in Munich, Hamburg and Stuttgart in the next 12 months.
Supergroup’s retail like-for-likes jumped 7.8% in its second quarter to October 27 which Dunkerton put down to improvements to its range. He said womenswear was a stand-out performer and is having an “increasingly strong participation to sales”.
Dunkerton said he was feeling confident going into the festive period. He said: “As a group, we’re particularly good at delivering Christmas and there is absolutely no reason the strong momentum shouldn’t continue. Our product is getting better and better.”
The retailer is introducing kiosks into store ahead of Christmas to make the most out of the multichannel opportunity.
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