Superdry is set to launch its first licensed collection with streetwear brand Bench in the new year, with plans to roll out shop-in-shops across parts of its store network, Retail Week can reveal.
The fashion retailer will release a 100-piece womenswear and 35-piece menswear edit in March, all of which has been designed by Superdry founder and chief executive Julian Dunkerton.
The range will be available on Superdry’s website and in a handful of its stores as the retailer plans to roll out Bench shop-in-shops in some of its larger units.
“I’m really quite excited about this. I was the biggest customer of Bench back in the 1990s, 2000s, I used to semi-design the whole range,” Dunkerton told Retail Week.
“There will be Bench stores in big Superdry stores. A bit like we’ve got a vintage store, that’ll be a Bench store and I hope to bring in other brands over time,” he added.
Superdry has signed a non-exclusive licence agreement across the UK and Europe to sell Bench products in its owned-stores, websites and through its third-party partners in the UK.
It forms part of the retailer’s latest rebrand to Superdry & Co, where it plans to launch sub-brands under its fascia to tap into different consumer demographics.
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