SuperGroup is seeking to further expand its Superdry brand through wholesale accessories.

Supergroup chief executive Julian Dunkerton said: “It’s a great, untapped opportunity. The wholesale part is underplayed.”

Accessories account for 8% of the retailer’s sales, and it has ambitions to emulate global brands such as Ralph Lauren.

Superdry has teamed up with watch manufacturer and distributor Inter City Group to launch its first watch collection which launches in-store this month.

Dunkerton said: ‘It’s going to be a great partnership - bringing Superdry design to this sector is very exciting.’

The 62-piece watch range to add to its growing array of Superdry-branded products, which include iPhone cases, toiletries and headphones.

Dunkerton said sales at the three-floor Superdry flagship in London’s Regent Street, which opened earlier this year, are “gently improving”.

He said that although sales from tourists are booming, it is also trying to establish the store’s presence among domestic shoppers. “It’s not a natural shopping destination for UK shoppers,” he conceded.

SuperGroup’s retail like-for-likes jumped 5.8% in its second quarter to October 28, as overall retail sales surged 32.2% to £52.2m.