Superdry&Co has launched on TikTok Shop as part of the brand’s strategy to get closer to the teenage market, Retail Week can reveal.
The fashion retailer is trialling the sale of its new Bench men’s and womenswear collection through the social media platform.
The launch will measure how well Superdry’s own-brand products might perform, chief executive Julian Dunkerton told Retail Week.
“It’s up to us to deliver the product in the way that they want it. Our consumer is in that world,” he said. “We’re doing a Bench experiment. If it’s successful, then we will follow with a curated, Superdry shop.”
Dunkerton said the brand would list “not all the product, but the right product for that [teenage] demographic”.
Superdry released its first licensed collection with streetwear brand Bench online and in its Oxford Street flagship today (March 26).
The 100-piece womenswear and 35-piece menswear edit features a blend of “the details that made it iconic” alongside “new essentials”.
The launch comes under Superdry’s new “&Co” umbrella and is part of the wider overhaul of the brand to make it relevant and fashionable again for a younger customer.
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