Superdry has marked the start of a “bold new chapter” as it unveils a new brand identity following its return to profitability earlier this year.
The fashion retailer is renaming itself to Superdry & Co, which it said “signals a return to craftsmanship, quality and authenticity”.
The new branding sees the retailer lean into the British preppy heritage look with a premium, modern aesthetic.
Superdry said the introduction of “& Co” creates a broader platform for the brand and “opens the doors” to future collaborations, sub-brands and new expressions.
The rebrand positions the company as a premium yet inclusive lifestyle house, it added.
The announcement follows the launch of Cult By Superdry earlier this year, which was a modern take on the former Cult Clothing label set up by founder Julian Dunkerton in the 1990s.
Dunkerton said: “FY25 has been a transformative year for Superdry. We’ve taken the tough but necessary steps to rebuild our business and refocus on design, quality, and sustainability.
“Superdry & Co embodies that renewed spirit – creative, disciplined, and connected to its roots.”
The retailer posted an adjusted pre-tax profit of £33.8m in the year to April 26, 2025, compared to a £48.3m loss the year before.
This was driven by over £130m of selling, general and administrative (SG&A) savings, targeted cost reductions and impairment reversals linked to lease modifications.
Dunkerton added: “Brands with a heritage like ours need to evolve and appeal to consumers in a new way. Superdry & Co allows us to reinvent classic preppy clothing and show that Superdry is far more than many people think. It feels new and yet gives a sense of security.”
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