China a key development market for UK’s Superdry brand

In China, the brand has 14 owned stores and 9 franchise stores. Photo credit – Superdry


British fashion brand Superdry has revealed the importance of the Chinese market to its growth ambitions.


In a press release revealing half-year results for the second half of 2017, the company revealed that it was pursuing a ‘disciplined roll-out’ in two key growth markets, the USA and China.

In China, the brand – which combines Americana style designs with Japanese inspired graphics – has 14 owned stores and 9 franchise stores, with a stonking 15 Superdry stores having opened in the period. 

Superdry described their Chinese plans:

”Our growth emphasis in China will now transfer to franchise stores, having established the necessary owned store locations to establish brand recognition.”

”Our joint venture partner, Trendy International, already operates in approximately 3,000 franchise stores under a number of domestic and international apparel brands and has established relationships with master franchise partners.” 

”We will also use Ecommerce, via a Tmall site launched in November 2017, to further extend the reach of the brand.”

Speaking about financial results which were largely positive, CEO Euan Sutherland said:

“Superdry has further strengthened its position as a Global Digital Brand obsessed with quality and design.”

”We have delivered another strong performance demonstrating the unique advantages and attractiveness of Superdry and its relevance to customers around the globe.”

”Our growth through our eight channels to market has further diversified the brand, both geographically and across channels, while continued innovation has further widened our product offer.”

Rupert Reid

Pilot and Senior Broadcast Journalist at Panda Radio. You can find him on Twitter @rupertreid

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