SuperGroup is a distinctive branded UK fashion retailer offering quality clothing and accessories. It operates a multi-channel business through a combination of Cult and Superdry standalone stores, Superdry concessions, e-Commerce and its UK and International Wholesale operations.
The business was founded in 1985 and has since been developed to design and sell a wide range of premium men’s and women’s clothing under its flagship brand, Superdry, together with other own brands and a number of third-party products which are sold in its Cult stores. Superdry offers an international brand proposition targeted at discerning customers who are looking for stylish clothing that is uniquely designed and well made.
SuperGroup currently has 59 standalone Cult and Superdry retail stores, 69 concessions and a large number of Wholesale relationships. Superdry is sold in approximately 70 countries worldwide via its websites, and in 36 overseas countries through a well established network of distributors, licensees,agents and franchisees.
SuperGroup began with the founding of Cult Clothing in 1985 by Julian Dunkerton and a former business partner. The original Cult Clothing store in Cheltenham led to the creation of others across the country, many of them in university towns.
In 2003, Julian joined forces with designer James Holder who had previously founded the Bench brand, to develop and create a new in-house brand and Superdry was born. The Superdry brand has since gained both recognition and popularity in the UK and overseas and underpins the growth of the business.
Following the successful introduction of Superdry into Cult Clothing stores, a second store format, branded as Superdry and dedicated to selling Superdry products was launched in 2004. Recognising the potential of the Superdry brand at home and abroad, and with the introduction of a new partner, Theo Karpathios, the Group’s UK and international wholesale business was initiated.
In March 2010 the business undertook a hugely successful flotation on the London Stock Exchange to launch the next stage of its global growth and expansion.
In February 2011 SuperGroup announced the acquisition of its France and Benelux franchise and distribution partner, CNC Collections BVBA. This will assist SuperGroup to further accelerate its European franchise rollout.
Today, Superdry is sold in over 70 countries across Europe, Asia, Australia and the Americas.
Additionally, the business has developed a Superdry concession model in House of Fraser department stores. Together with SuperGroup’s other own brands, 77Breed and SurfCo California, the Superdry brand now dominates the Group’s retail sales.