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Tag: Superdry

  • Superdry sells Asia Pacific IP assets to Cowell Fashion Company

    Superdry sells Asia Pacific IP assets to Cowell Fashion Company

    UK-based clothing company Superdry has agreed to sell its intellectual property (IP) assets in certain Asia-Pacific (APAC) countries to the South Korea-based Cowell Fashion Company.

    The $50 deal will enable Cowell to own and use the Superdry brand in South Korea with plans to extend it to other countries in the region, including China.

    The agreement excludes Bangladesh, India, Pakistan, Australia, Sri Lanka and New Zealand.

    Superdry will retain its IP rights both in these countries and outside the APAC region.

    As part of the agreement, Superdry and Cowell will jointly develop relevant products that are consistent with the Superdry brand.

    In the first two years after the sale, Superdry will offer support and knowledge relating to the brand to Cowell.

    Cowell will pay an additional management fee of $1m, in two payments of $500,000, for the service it receives from Superdry.

    Superdry will receive the first instalment once the deal has closed, while the second instalment will be paid a year after its completion.

    Superdry CEO and founder Julian Dunkerton said: “This agreement offers the Superdry brand a fantastic opportunity to expand its global reach, while providing additional funding to help deliver our turnaround programme in the face of the challenging consumer landscape.

    “I’m absolutely thrilled by the opportunity to work together with Cowell to create inspiring products consistent with our brand heritage and build out across the APAC market.”

    The IP assets to be sold accounted for around 1.2% of total Superdry’s sales and contributed revenue of £7.4m ($9.1m) in the 12 months to 30 April last year.

    They also generated a profit before tax of around £2.5m.

    Cowell Fashion chairman Lee Sun-seop said: “With the two companies aligned together through explosive synergy, the plan to grow Superdry into a Superbrand across Asia is an exciting proposition as long-term partners.”

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  • Uniqlo takes over Superdry’s London flagship

    Uniqlo takes over Superdry’s London flagship

    The parent company of Uniqlo, Fast Retailing Group has signed a letting for the former Superdry store on Regent Street.

    The store is expected to sell a mixture of both Theory and Uniqlo clothing.

    The contemporary fashion brand Theory launched in New York in 1997 and at the end of February 2021, it holds 436 stores worldwide.

    The Japanese fashion retailer’s other brands, including US-based denim brand J Brand, could also be sold in the store, property sources said.

    The store is expected to open later this year although the exact date is not yet known.

    Last month Superdry closed the doors to its Regent Street flagship store, which first opened in 2011.

    The retailer is currently considering several locations in the capital, including Forever 21’s former flagship store on Oxford Street, which was forced to closed last year after the retailer filed for administration in the UK.

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  • Julian Dunkerton made permanent Superdry CEO amid board reshuffle

    Julian Dunkerton made permanent Superdry CEO amid board reshuffle

    Superdry has undergone a boardroom reshuffle that entailed the appointment of a new chief operating officer, the resignation of its chairman, and making co-founder Julian Dunkerton chief executive on a permanent basis.

    Dunkerton, who also holds a 20 percent stake in the fashion retailer, was first appointed interim chief executive after a boardroom battle last year that saw Euan Sutherland being ousted from the business.

    Dunkerton’s return as chief executive on a permanent basis comes as his interim contract was due to expire in April next year.

    His remit includes delivering the strategic plan across Superdry’s product, brand, and distribution channels, focusing on sustainability.

    Superdry also hired Silvana Bonello as a chief operating officer, effective from March 1 next year. She will report directly to Dunkerton.

    Bonello’s previous roles include 18 years spent at Nike in numerous senior operational and strategic positions in the US and The Netherlands, and most recently she was operations vice-president for Vans EMEA.

    As Superdry’s new chief operating officer, she will be responsible for enhancing operations and planning processes, covering merchandising, logistics, IT, business transformation, sourcing processes, and corporate strategy.

    Meanwhile, the fashion retailer confirmed that Peter Williams has decided to step down from the board and his role as chairman next year once a replacement is found.

    Williams was first appointed to the role in April 2019 to aid Dunkerton’s return to Superdry.

    The retailer added that the search for a new chief financial officer was still underway.

    “Since rejoining the business last year, Julian has been driving forward the transformation of the business and resetting the Superdry brand with the launch of the AW20 range in the most challenging of times,” Williams said.

    “There remains much to do – particularly against this current backdrop – and so we are also pleased to strengthen the team further with the appointment of Silvana as COO. She brings a wealth of relevant operational and strategic experience to Superdry.

    “I joined Superdry as chairman with a clear goal of ensuring a smooth transition following the change of management last year.

    “I am proud of the progress we are making to stabilize the business and reset the Superdry brand since last April.

    “Julian and Silvana’s appointments are among the last steps in putting the right team together to secure the turnaround of the business.

    “With the search for a new CFO well advanced, the completed executive team will be in place early next year and so 2021 is an appropriate time for me to step down.”

    Dunkerton said: “With Silvana joining the executive team, we now have the right operational leadership to steer the business through these most uncertain times and drive the brand reset as we seek to inspire our customers with design-led, sustainable product and engage with them through our digital channels.

    “Peter has been a key figure in getting Superdry back on track, and a great support to me and colleagues in the business over the past 18 months.

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  • Superdry exiting Mainland China

    Superdry exiting Mainland China

    British clothing label Superdry is set to quit the Mainland China market after five years of mounting losses.

    Several Chinese-language fashion industry news channels on the mainland are reporting clearance sales in Superdry stores – a rare event in itself – with merchandise discounted by 25 or 30 percent.

    A staff member of a Superdry Xiamen store told Interface Fashion that sold stock was not being replenished. “We have received a notice from the Shanghai company that we will withdraw from the Chinese market in July,” she said, in a comment translated from traditional Chinese.

    News of Superdry’s withdrawal from Mainland China was confirmed by Azoya, which monitors multiple Chinese-language sources, in a LinkedIn post overnight. Azoya said steep discounts of the brand’s merchandise were also being offered on e-commerce platforms such as Tmall, JD and Vipshop.

    Superdry launched in China in September 2015 with a catwalk show at the British embassy in Beijing. In partnership with Trendy International Group which has around 3000 stores on the mainland, Superdry originally planned to open two to five stores in the first year. Each of the two companies pledged to invest £9 million each over 10 years to develop the brand.

    A spokesperson for Superdry’s Chinese partner neither confirmed or denied a decision for the brand to quit China in a note sent to Interface Fashion.

    “At present, due to the impact of the epidemic, Superdry and Trendy Group are currently reviewing the joint venture business and Superdry China operations.”

    Meanwhile, other sources have reported via Weibo that since April 1, about 90 percent of Superdry China employees, from store roles to head office, have been under pressure to take unpaid leave, while management and directors have accepted a 25-per-cent salary reduction.

    Ker Zheng, marketing & partnerships executive with Azoya said that Superdry failed to stand out as a brand in China.

    “Streetwear is trending upscale these days – while the prices at Superdry are high, I don’t think the brand has invested enough in marketing to really differentiate itself from other competitors. It’s not a popular brand,” he said.

    “Apparel is a tough and competitive industry and not many other foreign players besides Uniqlo and Zara have succeeded in China. In the past Chinese males have been less likely to splurge on shopping and prefer to buy simpler clothes, but this is starting to change, so there is hope.”

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  • Superdry issues profit warning as it ‘fails to resonate with consumers’

    Superdry issues profit warning as it ‘fails to resonate with consumers’

    Superdry has released woeful Christmas results with a sales slump that has forced the retailer to revise its underlying pre-tax profit projection from £41.9 million to be between nil and £10 million for the current year.

    Superdry has claimed the decline in revenue across all channels is down to its focus on a full-price stance, subdued consumer demand and shortages of some of its better-selling products as well as timing issues. During a period of transformation, some hiccups are to be expected, however, problems such as timing issues and failures in inventory management indicate that CEO Julian Dunkerton has not yet been able to significantly impact the product proposition and in turn, the sales performance.

    Investors were spooked by the disappointing results with the share price down 16 percent on Friday morning in London trading.

    There remains an overarching emphasis on returning to full price sales alongside revitalizing the product range but  Superdry must focus on speeding up the implementation of its ‘new design philosophy’ which it announced will not have full impact until Autumn/Winter 2020.  While the product offer is being addressed, given the speed of degradation of the ‘old philosophy’ stock, the retailer must place greater urgency on its design transformation strategy otherwise it risks losing further market share to more nimble competitors.

    One example of those is JD Sports which has gone from strength to strength through constant evolution, implementing an effective merchandising strategy that resonates with its target audience while also partnering up with prominent influencers, helping to keep the brand relevant.

    Superdry must now ensure it uses the expertise of its new creative head, ex-Nike executive Phil Dickenson, to help rapidly restore its style credentials so that it can justify its full-price proposition and breathe some trend-focus into its brand to regain its long lost “cool-factor”.

  • Superdry opens Queenstown store with huge range of winter gear

    Superdry opens Queenstown store with huge range of winter gear

    Sports fashion brand Superdry said its newly opened store in Queenstown offers the largest range of snow gear across the Tasman region.

    Superdry’s new 200sqm Aotearoa store, the second in New Zealand, is split in two levels offering men’s and women’s clothing and accessories.

    The Queenstown store also offers a selection of Superdry Snow, which features fashion-forward, technical alternatives to traditional snow gear.

    “Superdry Snow, introduced globally nearly six years ago, has been heralded as the perfect fashionable alternative to the traditionally generic adventure wear and has seen double-digit YOY sales growth globally,” the retailer stated.

    Martin Matthews, CEO of Brand Collective which holds the license for Superdry across Australia and New Zealand, said the adventure spirit that is synonymous with Queenstown and its alignment to their brand is what ultimately brought them to the area.

    “Superdry was the natural next step,” Matthews said.

    He added that while the brand has yet to confirm any additional sites in the country, New Zealand presents a significant opportunity for the brand, and there are broad plans to expand.

    Superdry opened its first store in the country in Auckland’s Queen Street shopping district last April.

    The 193sqm store is split into two levels, with the menswear department on the first level and a glass staircase leading consumers to the womenswear section on the second level. The store also offers the brand’s Superdry Snow collection.

  • Superdry licensing deal signed with IMG

    Superdry licensing deal signed with IMG

    British fashion brand Superdry has appointed IMG to develop a strategic licensing program to extend the brand into select new product and lifestyle categories.

    The Superdry licensing deal will see IMG negotiating partnerships which broaden its product portfolio into such items as luggage and travel-related goods, personal accessories, consumer electronics and sporting goods, in accordance with Superdry’s brand ethos.

    “We look forward to working with IMG and partnering with other brands as Superdry enters the next stage of its growth,” said Superdry CEO and founder Julian Dunkerton. “IMG’s extensive licensing experience with fashion brands makes it the ideal partner and we are excited to explore creative opportunities that best resonate with Superdry’s brand.”

    Superdry is known for its distinctive designs blending vintage Americana with Japanese-inspired graphics. It is a fast-growing brand with a geographically and demographically diverse customer base.

    “With an instantly recognisable identity and a powerful brand personality that embodies fun and individual empowerment,” said IMG’s SVP of licensing Matthew Primack, “we see many opportunities to apply the Superdry style and philosophy to products of relevance and we are delighted to be working with the Superdry team.”

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  • Superdry India to launch E-commerce initiative

    Superdry India to launch E-commerce initiative

    A dedicated Superdry India website is set to launch later this month.

    The British fashion retailer already trades in the territory online via Myntra, Ajio and Amazon via a deal with Reliance Brands. The new direct-to-consumer platform, launching mid-August, serves as the next step in the firm’s expansion plans.

    Superdry India, which has recently achieved double-digit growth, expects to generate 7 to 10 per cent of its revenues through the new site within the next year as it also moves to expand its physical footprint within the country.

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  • Superdry spins into loss as new management tries to restore sales

    Superdry spins into loss as new management tries to restore sales

    Struggling lifestyle-fashion label Superdry has reported a loss of £85.4 million for the year to March, a sharp turnaround in fortune after the £65.3 million profit of the prior year.

    The results were heralded by the company in a series of profit warnings and follow turmoil on the company’s board. Founder Julian Dunkerton has retaken the reins of the business and a raft of directors and senior management have left.

    James Yacoub, a retail analyst at GlobalData, says the disappointing results have been spurred on by a poor performance in the second half “which Superdry has put down to the unimaginative excuse of a ‘difficult retail climate’”.

    “Of course this may have been convincing had competitors experienced similar misfortunes, however this has not been the case for those innovating and who are in tune with customers, with online pureplay Boohoo achieving exponential revenue growth of 47.8 per cent while sports and athleisure retailer JD Sports achieved 49.2 per cent revenue growth over the same financial period,” said Yacoub.

    “Superdry is suffering from deep-rooted issues relating to its inability to remain relevant and ultimately differentiate itself from more nimble, innovative and the latest lifestyle brands.”

    Although Dunkerton’s return to Superdry will not have an immediate impact on performance, Yacoub says one would hope to see an improvement in results in 12 to 18 months when his influence on product, channels and brand has had a chance to filter through.

    Incoming chairman Peter Williams described the Superdry results as “clearly very disappointing”.

    “However, everything I have learnt since joining the business in April has reinforced my view that Superdry is a powerful brand with great people across the organisation.

    “While we have been clear it is going to take time, I remain convinced that continuing to work closely with Julian and the leadership team, we are building the right plan to deliver long-term sustainable growth for shareholders,” Williams said.

    However Yacoub says that while Dunkerton has announced plans to ‘bring back design excellence’, reset store profitability and to build a cohesive team to stabilise the business, these plans are rather vague and have not instilled any real confidence in investors, as Superdry’s share price continues to tumble.

    “It is imperative, however, that investors provide Dunkerton with sufficient time to implement his transformation plan, though more detail on product range development and margin control would help alleviate some concerns.”

    Yacoub says Superdry must find a way to breathe new life into its brand, it must define and capture its target audience through effective social-media campaigns and ensure that it is resistant to changes in fashion and seasonal trends.

    “Ultimately Dunkerton must futureproof the business by expanding its design range to appeal to a wider target segment and also innovate to maintain customer loyalty and increase engagement.”

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  • Superdry outlines expansion plans

    Superdry outlines expansion plans

    Off the back of its recent bricks-and-mortar entry into New Zealand, streetwear brand Superdry is now set to expand across Sydney and Melbourne in August and September.

    Over the next two months, Superdry will be opening stores at The Glen Shopping Centre and Essendon in Victoria and Homebush DFO in Sydney, in addition to its next store in New Zealand in Queenstown.

    Superdry’s Auckland store opened in April this year and according to general brand manager at Superdry, Antony Hampson, the business is already achieving double digit sales growth versus its target.

    “We’ve always had a good wholesale distribution in New Zealand, so we knew there was an appetite for the brand and it was the right time,” Hampson told Inside Retail.

    “It was important for us to present New Zealand with our full concept and all our product lines in one store. The response has been fantastic, people have really taken to the monobrand concept and appreciated the new silhouette and styles we’re offering.”

    In addition to the new Auckland store, Superdry also localised the New Zealand e-commerce site in April, which was previously operated through the UK. Now that the site runs from Australia and the distribution centre is based in Melbourne, New Zealand customers can enjoy speedier delivery and a more consistent customer experience.

    “We’ve been able to open up a significant amount of our stock across all our network to our customer base. The distribution centre is in Melbourne, but we offer a ship-from-store functionality, which is important from a stock efficiency perspective,” explained Hampson.

    “We’re able to showcase stock in the distribution centre, as well as stock that may no longer be there but is available in stores, even fragmented stock, which they can purchase it online. That accounts for 30 per cent of our transactions.”

    Challenges ahead

    However, in other areas of the business, Superdry has faced some issues, notably the delay of the release of its annual results to July 10. Earlier in the year, founder Julian Dunkerton also warned that the gross profit of the entire year would be lower than current market expectations, due to changes in management and weaknesses in its on- and offline channels.

    “We’re a separate entity in Australia and we’re fairly isolated from the rest of the world. We’ve built a strong business in the last 10 years where we’ve grown substantially, but the investments have been smart so we have haven’t overcapitalised. We still see opportunities to grow,” Hampson explained.

    “I think a lot of the challenges that the brand has faced particularly in the UK have been driven from the top in terms of a conflict of strategic direction. That’s seen the founder [Dunkerton] voted back onto the board, which will straight away provide more clarity and understanding of what the direction is moving forward.”

    Hampson also pointed to the fact that given Superdry traditionally makes most of its sales from winter products, the brand has also been impacted by the warmer weather, like many other brands in the UK market.

    A focus on the customer

    In the next financial year, Superdry is planning to continue growing its commerce channel. According to Hampson, the brand has invested in new software to better communicate and segment its customer base and its CRM capability is much more advanced than it was 12-18 months ago.

    “That will allow us to understand our customers’ shopping habits in more detail and target customers more relevantly which will help to increase the purchase frequency in our database, which is an important factor amongst the doom and gloom around retail,” he said. “You have to continue to engage and grow your customer base and offer different products they wouldn’t have purchased into before.”

    Over the next year, the brand’s in-store merchandising will also evolve into a more clean, streamlined and contemporary experience for customers, Hampson added. However, given Superdry’s shift in recent years towards becoming more of a lifestyle brand, product options will always be a priority in-store.

    “Superdry was founded based on three key product categories – fleece, jackets and t-shirts. And although they will always remain the core centre of our narrative and we’ll continue to innovate and evolve across the categories, we also play in denim, shorts, shirting, accessories and footwear. So it’s important that from a customer perspective, we’re showcasing all of those additional product lines…to give customers an opportunity to buy into product they may not have otherwise and give them another reason to shop with Superdry.”

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  • Superdry Struggling To Stay in the Game

    Superdry Struggling To Stay in the Game

    A poor fourth quarter has resulted in another profit warning from casualwear-brand Superdry and one analyst describes the embattled label as “struggling to remain relevant”.

    Amy Higginbotham, a retail analyst at GlobalData, the data and analytics company, said a poor fourth quarter has exacerbated Superdry’s woes and dragged down overall performance for the year.

    The company, reeling from a mass exodus of board members and senior executives in the wake of co-founder Julian Dunkerton’s return to an active role in the business, now expects its underlying profit before tax for the full year to be about 50 per cent down on last year’s £97 million.

    With the board distracted by the disruption caused by Dunkerton and his eventual return, Superdry’s group revenue dropped 4.5 per cent in the fourth quarter.

    “This was driven by a particularly poor performance in its wholesale and online divisions, which the retailer attributed to an increased volume of product returns and a reduction in promotional activity,” said Higginbotham.

    Group revenue remained flat at £871.7 million, while growth in wholesale and online revenues slowed significantly, and store sales dropped £14.4 million to £373 million.

    “The lack of detail regarding Dunkerton’s long term plans to turn the retailer’s fortunes around is not very reassuring, and investors will no doubt be eagerly awaiting a more detailed update in July with the publication of the retailer’s full-year results,” said Higginbotham.

    “Initial changes made by Dunkerton on his return have included reducing promotions to improve margins and supporting sales with more stock in flagship stores. He also plans to introduce 500 new products within the next six months, though the details of what these products are exactly remains unclear.”

    But she says Superdry will have to do a lot more if it is to regain its relevance amid tough competition from the likes of JD Sports and boohoo.com, which have much stronger brand appeal – and Superdry must be clear about which demographic it wishes to target.

    “Dunkerton has indicated that he does not intend to go ahead with the previous management’s plans to enter childrenswear, and will instead focus on targeting teenagers, though this will require the retailer to justify its high price points, which could be done using brand exclusives and celebrity endorsements.

    “The outlook for Superdry remains challenging. Though a new executive team will take Superdry in a much-needed new direction and eventually provide more stability, the board still lacks a clear strategy to turn the retailer’s fortunes around, and any new initiatives will take time to bear fruit.”

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  • Superdry in chaos as co-founder gets back in office

    Superdry in chaos as co-founder gets back in office

    UK clothing firm Superdry’s board of directors has resigned following the re-election of the brand’s co-founder Julian Dunkerton to the board.

    Dunkerton was made interim CEO following the immediate resignation of the four board directors and notice given by four non-executive directors in protest of the reappointment, blaming the former board member for the firm’s poor financial performance. Superdry brokers UBS and Investec have also resigned.

    Dunkerton has been publicly critical in recent months of the firm’s management following his departure a year ago.

    The co-founder was reinstated after a slim majority vote of 50.75 per cent. Former Boohoo and Selfridge’s boss Peter Williams has been appointed the firm’s new chairman based on a 50.74 per cent vote.

    “We are very pleased to be joining the board of this great British company,” said the two appointees in a joint statement. “We look forward to rebuilding the Superdry brand and the business.”

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  • Superdry to open second New Zealand Store

    Superdry to open second New Zealand Store

    Sports fashion brand Superdry has revealed it will open another store in New Zealand in Queenstown. The date for the opening has not been disclosed, but brand general manager Antony Hampson said Brand Collective, which holds the licence for Superdry in Australia and New Zealand, is actively looking for locations in the area. According to Hampson, Superdry could roll out more stores in the country depending on how the market responds to the brand.

    “For now, it would just be Auckland and Queenstown so we have representation across both the North and South islands,” he said.

    Superdry announced earlier this month it will open its first store in New Zealand in April in the heart of Auckland’s Queen Street shopping district.

    The 193sqm store will be split into two levels, with the menswear department on the first level and a glass staircase leading consumers to the womenswear section on the second level. The Superdry Auckland store will also offer a selection of Superdry Snow, which features fashion forward, technical alternatives to traditional snow gear.

    “The store will incorporate the latest Superdry fit-out which involves a more digitised experience for our customer and clearer layout,” Hampson said.

    “There will also be a strong emphasis on our snow collection which is going from strength to strength and of course we will continue to ensure we present the product categories we are most renowned for: fleece, jackets and t-shirts.”

    Hampson said the brand is confident it will deliver strong sales, given the demographic there. He said the climate suits the brand as well.

    “The brand is not new to the market, we have a healthy wholesale business and strong partnerships with a number of key retail partners over the past 10 years,” he said.

    “We know there is demand for the brand and we feel that the opportunity is now to present the full collection of products to the customer base there which is what a concept store gives us the ability to do.”

    Superdry is also in the process of bringing over its e-commerce operation to run out of Melbourne to improve its speed of service. It is currently run out of the UK.

    “This will enable us to communicate consistently to our customer base both in Australia and New Zealand,” Hampson said.

    In a tussle for leadership of the company in the UK, former CEO and co-founder Julian Dunkerton and the board have each made disparaging remarks about the brand’s performance of late, alternately laying the blame for slowing sales on misguided strategy and undifferentiated product that no longer appeals to customers. But Hampson said it doesn’t directly affect Superdry stores in Australia and New Zealand.

    “Superdry is operated under Brand Collective Pty Ltd who has the license for Superdry within Australia and New Zealand, so this doesn’t directly affect us here.

    “UK retail has been tough in general with a much warmer than expected summer which has had an impact on high street sales, particularly in those winter product types which Superdry is synonymous with,” he said.

    “It is important to note that the brand is still very profitable and is continuing to stay true to its values around innovation, quality and design. The product is evolving for the better.”

    Superdry UK announced last December it may close or relocate some of its stores after its annual profits came in £30 million ($58.2 million) below expectations.

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  • Superdry opens the first New Zealand store

    Superdry opens the first New Zealand store

    Sports fashion brand Superdry will open its first store in New Zealand next month in the heart of Auckland’s Queen Street shopping district. The new store, which will feature Superdry’s iconic jackets, menswear, womenswear, accessories and snow gear categories, will be the 18th Superdry store opened by Brand Collective, which first secured the international licence in 2007.

    Coinciding with the store announcement, the brand on Wednesday launched an online offering in New Zealand, catering and shipping to local customers.

    Antony Hampson, brand general manager, said the expansion in New Zealand is a natural step for the brand.

    “With a population of 4.7 million, New Zealand offers a significant opportunity for the Superdry brand,” Hampson said.

    Superdry has over 500 stores worldwide in over 40 countries. New Zealand is the 47th country the brand has entered.

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  • Superdry forays into sports fashion category, to open 50 retail stores in 3 years.

    Superdry forays into sports fashion category, to open 50 retail stores in 3 years.

    Recognizing the immense scope in the lucrative fitness market that has hit the country, Superdry announces its venture into Sports category under the name SuperdrySport. The brand is all set to open its first exclusive Sport store in the country that will celebrate technical sports gear, athleisure, great design and outstanding craftsmanship at DLF promenade, Delhi.

    From technical gear to workout essentials, SuperdrySport has everything from active wear, athleisure and sportswear. With pieces engineered to enhance performance and aid- goal focused activity, to more fashion lead items made with sports fabrics but designed more to turn heads, there are items carefully mastered to suit whatever your ability. Geometry and pop grid structures are complimented with layered mesh weaves. The highly technical performance range is created with a distinct ‘win’ attitude featuring compression fits and engineered ventilation designs.

    The 1076sqft, brand-owned Delhi outlet located at this premium location retains the Superdry DNA of clean lines set against raw finishes yet takes a leap forward into the fresh brand of SuperdrySport by merging the future technology, lighting and finishes to enhance the experience of the customers. SuperdrySport stores will have the ability to evolve with seasonal change, product sales and popularity or gender demand allowing maximum traction from every square meter. It is sure to catch the eye of a millennial customer.

    Millennials are increasingly buying clothing that’s characterized by durability and utility, this shift has led to a surge of interest in brands offering innovative designs, new functionality and practical fashion.

    With many celebrities donning the athleisure look, the trend has reached Tier 2 & Tier 3 cities as well. Having understood this potential Superdry plans to open stores in these cities as well soon.

    The report published by Global Industry Analysts Inc., the global market for Sports and Fitness Clothing is projected to reach US $231.7 billion by 2024. The research also indicates that technological developments designed to improve comfort and performance has also led to the growth in sales of sports apparel. The report points out that the Asia-Pacific region is expected to be fastest growing region, with a CAGR of 6.9 percent over the forecast period. Sales came from emerging markets, such as India and Thailand, as well as the US, the world’s largest sportswear market.