Superdry will show at a dedicated footwear show for the first time next year as the young fashion brand plans to ramp up its wholesaling.
Superdry, whose owner SuperGroup last week reported a 21.8% rise in underlying pre-tax profits to £17.9m in the 26 weeks to October 27, will exhibit its range of footwear at the Micam trade show in Milan from March 2 to 5, 2014.
The brand will offer 24 men’s styles in 56 SKUs and 18 women’s styles in 45 SKUs for autumn 14. Superdry is also seeking to appoint specialist footwear distributors to drive sales.
Julian Dunkerton, chief executive of SuperGroup, said: “We’re feeling increasingly confident in all aspects of our brand, including footwear. There’s a huge opportunity for footwear to do well in our stores. We don’t fully exploit it at wholesale and internationally but we should.”
Superdry’s Micam news comes as Drapers revealed last month that the business had decided to pull out of the next edition of Berlin-based trade show Bread & Butter.
Dunkerton said there were too many clothing trade shows to attend. “Personally I think there needs to be just one European show. It’s too fragmented, even in Berlin there are so many shows. There needs to be once centre of excellence – one show – with one set of dates.”
He added that womenswear had performed well in the 26 weeks to October 27. The brand hired Christina Lundberg as head of womenswear design in June and Dunkerton said her presence would be felt in a small part of the spring range but mainly in the autumn line.