SuperGroup today reported underlying pre-tax profit rose 21.8% to £17.9m in its first half to October 27. The results were met positively by the City.

“We view these results as very strong considering this is a period of significant infrastructure investment yet trading momentum has continued to improve across all channels. The group is on track with its fit-out of its new distribution centre.

“This will be followed by the phased rollout of the new merchandise management system from by which stage a new PoS system would have passed its testing phase. The benefits of the new human resource system which will drive better staff utilisation and accounting systems will be seen more fully in FY1.” – Wayne Brown, Canaccord Genuity

“We believe the strong brand momentum is sustainable and will come from owned new space growth in the UK and Internationally as well as franchise growth. In addition, there is potential to stretch the brand into new product categories and grow womenswear (around 36% of sales) as well as online.” – Kate Calvert, Investec

“In terms of current trade, comps in the early weeks of the second half are tough, but management remains positive on the outlook and the wholesale order book is up 26% for spring/summer 2014.” – Sanjay Vidyarthi, Liberum Capital

“It has spruced up and strengthened its ranges, which is helping to drive wholesale sales, particularly in Europe, and womenswear now has real momentum. There is also a great opportunity to drive international sales boosted by the announcement of several deals, including the acquisition of its German agency business for £3.5m and the link-ups in Turkey and SE Asia.” – Freddie George, Cantor Fitzgerald

“The strengthened management team has taken control of the business and has improved important practices across key areas. Credibility has improved and investor appetite has returned with the focus turning back to the growth potential of this young brand.

“We have been impressed on recent site visits by the new collections. Product continues to advance and lines have now increased to the extent there is now limited range duplication in larger stores vs prior seasons.” – Mark Photiades, N+1 Singer