Superdry is a UK branded clothing company known for its combination of vintage Americana styling with Japanese inspired graphics. Having opened its first store in 2004, it was floated on the London Stock Exchange in 2010, and since then has been on a journey to become a global digital lifestyle brand.

In mid-2021, the group had a physical presence through 231 company-owned outlets, as well as concessions and franchise stores, in more than 50 countries around the world. It also operates 20 international websites. 

Future growth will have more of a bias towards ecommerce and wholesale, which provide flexible, low-capital routes to market. Ecommerce will be a particular focus following the accelerated transition to online shopping as a result of the pandemic and the replatforming of its ecommerce websites to microservices technology is reported to be on track for delivery in early 2022. 

The group has carried out other major technology overhauls in recent years. This has included revamping its supply chain to give it a single flexible pool of inventory that can be used by all channels. It has invested in overseas distribution centres and warehouse automation as part of these plans. 

A transformation plan focused on “re-energising product” and “evolving the brand” has been underway since 2018 and intensified from 2019. Julian Dunkerton, who has returned as chief executive in 2019 following a turbulent business performance, has refocused the business around improving its marketing and social media capabilities, as well as developing product and omnichannel fulfilment.

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