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Digital focus pays dividends at Superdry

Superdry has attributed a 20% jump in its half-year sales and profits to its “disruptive multichannel approach”.

The brand’s underlying profit before tax leapt by 20.5% to £25.3m in the 26 weeks to 28 October 2017 year on year.

Group revenue was up 20.4% year on year to £402m, including a £12m boost from favourable foreign exchange rates.

Store revenue increased by 7.6% to £181.5m, but this was eclipsed by the growth in ecommerce sales – up 31.6%.

Wholesale revenue rose by 34.1% to £159.3m, while retail revenue was up 12.8% to £242.7m.

Superdry chief executive Euan Sutherland said: “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. 

”Our focus is on executing against the growth opportunities we have identified. We have a clear brand positioning, an innovative approach to digital marketing, a disruptive multichannel approach and a growing culture of operational excellence.

”Having traded through our peak trading period, the board remains confident in delivering full-year underlying profit before income tax in line with the range of analyst expectations.”

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  • What does a disruptive multichannel approach actually mean?

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