Strategy (6)

  • Superdry jpg

    Prospect Analysis

    Superdry (Strategy)

    During the year to end April 2021 (FY2020), Superdry sharpened its strategy to deliver on its mission to “inspire and engage style-obsessed consumers, while leaving a positive environmental legacy”. 

  • Superdry ecom

    Prospect Analysis

    Ecommerce at Superdry

    Online development is high on the agenda at Superdry, with the overarching aim “to make it inspiring and easy for people across the planet to buy Superdry products and deliver an amazing end-to-end experience centred on a sector-leading delivery proposition”.

  • Superdry berlin bnd 6564

    Prospect Analysis

    Technology strategy at Superdry

    Superdry has earmarked a significant investment in its technology infrastructure as part of the resetting of the business. This will be delivered over a number of years, starting with the migration of its ecommerce websites to microservice technology which is reported to be on track for delivery in early 2022.

  • Superdry Subaru

    Prospect Analysis

    Supply chain at Superdry

    The group has worked to establish a single visibility of stock across its business. Recent cost measures have included the reduction of its US warehouse space, which had been expanded to bring stock closer to key markets.

  • SuperDry's new Manchester store

    Prospect Analysis

    Stores at Superdry

    Superdry’s UK store estate is mature, particularly in London and the South East. A recent cost review across the business has seen the retailer reviewing its store portfolio. 

  • Superdry has introduced iPads across all its stores

    Prospect Analysis

    Customer and marketing at Superdry

    Superdry’s brand strategy under current chief executive Julian Dunkerton is to “re-ignite the brand DNA through consumer engagement and social media”. This will entail increased investment into brand and marketing, increasing the headcount in this area and in-housing its social media activities.