Superdry is to wholesale its new tailored ranges to high-end retailers, which will “break preconceptions” about the young fashion specialist.
James Holder, brand and design director at Superdry parent company Supergroup, said the tailored lines will be stocked in luxury stores.
Superdry launches its new tailored womenswear collaboration with Spitalfields tailor Timothy Everest in May.
The range, which will also be sold in selected Superdry stores, including its Regent Street flagship, and online, follows the Timothy Everest menswear collection that made its debut last year.
Holder said: “We’re targeting an upper-tier retailer base. The selection of retailers we’re going in will break all preconceptions about Superdry.”
Holder declined to say which retailers it is to launch with but an announcement will be made by the summer.
He maintained the menswear range was a “game-changer” for SuperGroup. “It proved that we’re not just about hoodies and joggers,” Holder said.
SuperGroup has been developing its product to ensure sustainability. The ubiquity of its logo-driven clothing has led some critics to question the longevity of the brand, which they believe is susceptible to falling out of favour. The new collaboration, which Holder described as “impeccably cut and ultra-feminine”, has an entry price point of £175 for a tailored blazer.
Holder said the move into tailoring had opened up an older customer for Superdry. He said: “This is pushing it [the target customer age range] up. We now produce beautiful product for 15 to 50 year olds.”
Investec analyst Bethany Hocking believes product range extension offers a big growth opportunity for the young fashion retailer.
She said: “With half of SuperGroup sales still generated by T-shirts, casual tops and jackets, there is a significant opportunity to diversify the revenue base. The clearest and arguably greatest opportunity comes from womenswear, but we are also positive on prospects for beauty, further selective collaborations, jeans and underwear.”